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Brand strategists slid into Cass Emmerson’s DMs to tell her it was impossible to build six brands in one room, in one day. She's now done it around eight times.

Cass left a high-powered corporate career in her 40s to build a brand consultancy - and refused to wait three years to start travelling. I've known her for about six years and watched her build her business her own way, often against the advice of the coaches around her.

This conversation is about what brand actually is (hint: it isn't your logo), why it should come before your offers, and how getting clear on what you value makes every business decision easier.

WE GET INTO:
→ How Cass signed contracts before resigning so she started with 10K months already locked in
→ Her year-by-year plan: brand management, then consultancy, then one-to-many
→ Why she capped her business at 30 people — and how that gets her to 50K months
→ Her four pillars of brand: purpose, positioning, personality and picture
→ The client who discovered her $6,000 offer meant she only needed four clients a month — and closed everything else
→ Why your offers will change, but your brand shouldn't
→ The real difference between a refresh and a rebrand
→ Why she paid $1,200 for a venue when she was told to book a $500 one

If you've ever felt like your business looks like everyone else's, or you're chasing a number that doesn't match the life you want, this one will make you rethink both.

CHAPTERS
00:00:00 Cold open
00:02:00 Welcome Cass, and building the parachute on the way down
00:04:00 Locking in 10K months before leaving corporate
00:07:00 The five-year plan: management, consultancy, one-to-many
00:08:00 Six brands in one day
00:12:00 Saying no to advice that doesn't fit your life
00:15:00 How much do you actually need to earn?
00:19:00 30 clients and 50K months
00:22:00 What most founders miss about brand
00:24:00 The four pillars of brand
00:27:00 Finding your point of difference
00:39:00 Start with your why
00:42:00 Brand or product first?
01:03:00 Refresh vs rebrand
01:06:00 Build for where you're going
01:15:00 Community and the offline trend
01:17:00 Permission to do it your way

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

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