The truth about building a brand (it’s not sexy)

Yesterday, I stared at a blinking cursor for 15 minutes.

It felt like it was mocking me.

I wanted to write something brilliant. Something that makes people think, “Wow, this guy knows branding.”

Instead, I ended up scrolling Instagram and convincing myself it was “research.”

The truth is, I’m exhausted.

I committed to writing this daily newsletter just 10 days ago. I’m also building the biggest course I’ve ever made — a deep dive into brand strategy.

And right now, I feel like a balloon slowly deflating.

But here’s the thing: this is what building a brand looks like.

It’s not the flashy launches, the viral posts, or the perfectly curated content.

It’s showing up.

Even when you’re tired. Even when you don’t feel creative. Even when the blinking cursor feels like an enemy.

Because consistency is the foundation of trust.
And trust is what builds brands.

The brands you love didn’t win you over with one great ad or a viral campaign. They earned it by showing up — over and over again.

Nike didn’t become Nike by running one ad about “Just Do It.”
They kept showing up.

Starbucks didn’t build a cult following by serving a single good cup of coffee.
They kept showing up.

Apple didn’t become a global icon by launching one iPhone.
They kept showing up.

It’s boring.
It’s unsexy.
But it works.

So here I am, tired and slightly bitter at my own blinking cursor.

Still showing up.

Because the work won’t do itself.

And if you’re building something worth believing in, neither will you.

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