55:06Tom Youngs · Interview
Breaking down a $97k/month coaching offer, so you can just copy it
A 55-minute business teardown of a salon coach who tripled revenue — offer, pricing, content, leads, and conversion, line by line.
June 6thThe argument in one line.
A brand isn't a logo or color palette, it's the emotional reaction your core values, personal stories, and visual choices trigger in the exact people who should become superfans.
Read if. Skip if.
READ IF YOU ARE…
- You're an online expert, coach, or consultant selling high-ticket services and relying on personality-driven content instead of paid traffic.
- You've built an audience but keep attracting the wrong clients, the 'energy vampires' who drain more than they pay.
- You're choosing brand colors, fonts, or a visual style on personal taste alone, with no reason behind the choice.
- You want people to publicly defend your brand, not just buy from it once and move on.
SKIP IF…
- You're selling a low-ticket, impulse-purchase product where paid funnels and volume matter more than deep trust.
- You already have a documented framework for core values, origin story, and visual identity, this restates fundamentals rather than adding new tactics.
The full version, fast.
Branding isn't visual, it's emotional: the feeling your content triggers in the specific people who should become superfans, not a wider audience. The mechanism is three layers stacked together. First, state your core values clearly enough that people can agree or disagree with you, since agreement builds loyalty and disagreement filters out the wrong clients. Second, tell three stories on repeat: where you came from, what you transformed out of, and proof pulled from client results. Third, make visual and experiential choices, from color psychology to how a welcome package is put together, consistent with those values. Do all three and you build a following that defends you, not a follower count that scrolls past you.
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00:00 – 05:31
01 · Branding is not a logo
Opens by rejecting the idea that branding is logos, colors, or fonts, states his real definition as pure emotion, then explains the trigger: consulting clients complimented his branding on a group retreat in the Austrian Alps.
05:31 – 07:36
02 · The power of a micro cult brand
Argues that recognizable brands like Apple and Amazon don't earn public defenders because they're just services, and that the real goal is a 'micro cult brand' of super buyers who'll fight for you and naturally repel people who don't share your values.
07:36 – 14:01
03 · Pillar one: core values
Breaks down the first of three brand pillars: get explicit about what you believe, what your mission is, and specifically what you hate about how business is usually run, using his own aversion to Zoom calls and desire for calendar freedom as the example.
14:01 – 21:55
04 · Pillar two: storytelling
Defines the three stories worth repeating: origin story, transformation story, and client-proof stories, then tells his own: broke and behind on rent three years ago as a funnel analytics consultant, now running a seven-figure consulting business and about to meet Richard Branson on Necker Island.
21:55 – 24:49
05 · Pillar three: visual identity and taste
Covers the psychology behind brand colors (blue for security, orange for trust, purple for creativity) and explains why he picked black and white for his own brand: it signals the timelessness of a flywheel-based business.
24:49 – 31:01
06 · Attention to detail, then the recap
Walks through the personalized welcome packs (notebook, tote bag, carabiner keepsake) he gave clients at a retreat as proof that unboxing-level detail is what people remember, recaps the three pillars, and closes with a DM-based call to action.
Lines worth screenshotting.
- Branding is not a logo, a color, or a font choice, it's the specific emotion your content triggers in a viewer.
- Big brands like Apple or Amazon don't inspire people to defend them publicly, because they're services, not causes people feel loyal to.
- One true fan willing to defend your brand is worth more than ten who'd churn at the first bad week.
- Stating clearly what you hate about how other people run their business filters out clients who wouldn't have worked out anyway.
- The three stories worth repeating on camera are the origin story, the transformation story, and client proof, in that order.
- A spread of client case studies works because different viewers see themselves in different clients, not in one generic 'success story.'
- Blue in a logo is chosen to signal security, orange to signal trust, and purple to signal creativity, before a single word of copy runs.
- Choosing a permanent visual palette, like black and white, over trend-chasing colors is itself a statement that the brand is built to last.
- The most-remembered part of an in-person event is rarely the content, it's unboxing-style details like a personalized welcome pack or a branded keepsake.
- A flywheel model compounds content made once into results for years, while a funnel treats each lead as a one-time shot that dies if it doesn't convert.
Three Pillars Build a Micro Cult Brand
WHAT TO LEARN
A brand is the specific emotion your core values, personal stories, and visual choices trigger in the exact people who should become your loudest supporters, and it has to be engineered on purpose, not left to a logo.
01Branding is not a logo
- Branding is the emotion your content creates in a viewer, not the logo, color palette, or font choices sitting on top of it.
- A group of accomplished peers complimenting your branding is a signal worth treating as data, not flattery to shrug off.
02The power of a micro cult brand
- Recognizable isn't the same as beloved: brands like Apple or Amazon get used, not defended, because they're services rather than causes.
- The goal isn't reach, it's a following willing to publicly back you, which also means deliberately repelling people who don't share your values.
03Pillar one: core values
- State plainly what you believe, what your mission is, and what you refuse to do, since vague values can't trigger loyalty in anyone.
- Naming what you hate about how your industry usually operates is a values statement too, and it filters out bad-fit clients before they ever book a call.
04Pillar two: storytelling
- Three stories carry the weight: where you came from, what you transformed through, and proof pulled from a range of client outcomes.
- A wide spread of client case studies works because different viewers recognize themselves in different clients, not in one generic success story.
- The most persuasive origin stories include specific, unflattering details, like being unable to afford groceries, not just the polished outcome.
05Pillar three: visual identity and taste
- Color choices carry pre-loaded emotional associations, blue for security, orange for trust, purple for creativity, before a single word of copy runs.
- A visual identity should encode the same belief the brand is built on, not just look good; a flywheel business can choose timeless black and white on purpose.
06Attention to detail, then the recap
- The most-remembered part of an in-person event is rarely the content, it's small unboxing-style touches like a personalized welcome pack or a branded keepsake.
- Recap and repeat: without core values, storytelling, and a consistent visual identity working together, a brand collapses back into just a logo.
Terms worth knowing.
- Micro cult brand
- A following built around one person's values and taste rather than mass appeal, small enough that members feel like insiders who'd defend it publicly.
- Flywheel model
- A growth approach where content made once keeps generating results for years, compounding attention over time instead of expiring after a single campaign.
- Energy vampire client
- A client who drains far more time, energy, or goodwill from a business than the revenue they bring in is worth.
- Super buyer
- A customer who doesn't just purchase once but actively promotes, defends, and re-buys from a brand because they feel emotionally aligned with it.
Things they pointed at.
03:46linkFree 7-day email mini-course on the flywheel model
19:22productVirgin Startups business loan
Lines you could clip.
00:18
“Branding is about one thing and one thing only, emotion.”
09:26
“If I was the scale-at-all-costs dude, I wouldn't be here on a Tuesday afternoon having a beer speaking to you.”
17:23
“I was running an agency with a couple of co-founders and we were making $50,000 a month, but I was four months late on rent.”
23:04
“Amazon is orange. And for them, they want you to trust them, trust them deeply so that you keep going back and back and back and back and back again.”
Word for word.
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Right team, so most online experts, they think that branding is a logo, a color on their landing page. They might even think it's some fancy fonts on their Instagram carousels, but the truth is it ain't any of that bullshit. Branding is about one thing and one thing only, emotion.
So in this video today, I want you to think of this as like, You sitting here with me, having just a casual beer, chatting shit about something that I'm super passionate on and something that you're probably really interested in, which is growing your brand online. Now, this is specifically for folks who are online experts.
You might be a business coach like I am or a business consultant. This is for anyone who is interested in... selling and showcasing their expertise online, getting more clients, getting more dream clients, but building more freedom.
Freedom is what I'm here for. This is a Tuesday afternoon. I'm here in Munich in the beautiful English garden, and I'm here having a beer with you talking about branding.
That to me is my freedom, my example of one of my core values, which is something that we're going to talk about in this video today. Where does this all come from? Why are we talking about branding today?
Well, last week I was on a retreat. I took 15 of some of my awesome consulting clients that I have in scale 20, and we went to the Austrian Alps, one of my favorite places on earth. In fact, we went to this place, Pertusau.
So Pertusau in Austria, it's a lake, and I took a bunch of my clients there.
And we spent a ton of time together talking about all of the stuff that we love nerding out about. And one of the things that kind of just got thrown at me all the time were these compliments. And compliments from who I consider some of the best online experts in the world who were there.
And the one thing that they pretty much all unanimously kept on complimenting me on was my branding.
It's funny because I guess like when we think about what branding is, our heads go to that visual side of things. And what I want to do today is in this video, I want to break down what I believe are the three core pillars of branding and how you can create a brand that stands out so that when you hang out with your clients or you hang out with people that you love and respect, they're the ones telling you that.
your epic branding too. So if you're new here, by the way, my name is Tom. Hey, how's it going?
So I'm a consultant for six and seven figure online experts. My job inside Scale20, which is my consulting and advisory firm, is to help six figure business coaches, business consultants scale to either their first or their next. 20k month all the way up to seven figures which is the journey that I've been on over the past three years taking my consulting business from zero to having my first seven figure year last year and my job is to help people on that journey as well and I feel like I'm super blessed because I get to hang out in a very cool place on a very beautiful day and I get to share a beer with you If you are new here first, I'm going to direct you towards something that could be really useful for you.
It's a little gift. I give it to everyone who's new to my channel. If you click the link down below, it's going to take you to a free mini course.
And it's an email that just takes three minutes to read for the next seven days. It's going to take you through my entire model and how I build a micro cult brand and how I've built one, how I help my clients build one and how you can build one too. Because at the moment we're in...
We're in a kind of like phase of maybe you could call it the creator economy or the attention economy where one thing is some geese around here. I'm in nature.
One thing that is a real problem right now is there is just a lack of trust. We've had too many people make too many bold claims and too many of those bold claims didn't come through. We've got people who have been burnt by...
coaches by different types of programs that they've been a part of and people are frankly they're just not willing to spend money like they did five years ago and that means we've got to do different things with our businesses we've got to direct people's attention to different types of content to be able to get them to build trust with us that's everything that I kind of have done over the last few years and those of you who are who are OGs and you've been here for a while wouldn't be familiar with my one simple flywheel model and ultimately my belief is that if you stop using funnels and you start using and building a one simple flywheel what you end up building is a you end up building a brand and in this day and age this day and age when trust is at its lowest what you actually want is a brand specifically what I call a micro cult brand.
Because a brand just on its own doesn't really mean much, right? So if I talk about some of the biggest brands on earth, Apple, Amazon, Microsoft, what do you feel when I say those names? Do you feel like you would defend those brands?
Do you feel like if suddenly you had to pick sides, you'd be like, yeah, I'm on the Amazon side. The answer is no, they're just a service at the end of the day. There's a service that are aligned with like products that you've used over the years, but you don't have like a deep heartfelt affection towards them.
You don't have what I call a micro cult effect. And so the question is, is like, not how do we build like a brand that is recognizable? How do we build a micro cult brand of frankly, super?
buyers super customers people who will support you people who will back you up people who will leave comments and engage with you because they love you but at the same time what you also do is you repel people who don't believe in the same things you do you repel them if you do all this properly and if you are like me if you are an online expert you want to build like a consulting business or a business coaching business then what you want is you want a business full of dream clients you don't want a business just full of any old client especially you don't want you know if you're anything like me you've probably experienced working in a business or having a business where you've worked with the wrong people and i know that you would probably trade one dream client like for 10 energy vampire clients because of the difference in how fun running your business is So let's talk about what I consider the three core pillars of building a micro cart brand.
Quickly, we'll talk about the first one being core values. The second one is storytelling. And the third one is visual identity.
Okay, so let's talk about core values first. So like I said, last week, I took 15 of my incredible clients from scale 20 to my favorite place on earth, the Austrian Alps. And one thing that was probably apart from people giving me amazing compliments about my branding, the one thing that was the overarching theme for the week was that it was the people, the people that really made the week for all of the guests.
It wasn't the stuff we talked about. It wasn't the workshopping we did. It wasn't the activities, the hikes, the meals that we went and we had.
It wasn't the incredible food that we had. It was the people.
We live in a world where you can put your beacon of like you out into the universe through content and you can attract people who are just on the same wavelength as you. It really is like if you're into quantum physics, if you're into all of that stuff, this really is as simple as you putting out your frequency to the universe and the right people, the people who vibe on the same frequency as you.
coming into your world so what well this is really about what that is about is about core values so there are a few different things when it comes to core values uh a few different elements so the first is like what do you believe in what are the things that you are like this is how i see the world operate this is the lens that i see the world through and this is what i believe to be true about the world i'll give you an example like one of the ways kind of i see building a business is that i'm not going to be the scale at all costs dude you know if i was the scale at all costs dude i wouldn't be here on a tuesday afternoon having a beer speaking to you what i'd be is i'd be the dude who's on zoom calls all afternoon today probably speaking to my sales team manager probably speaking to other other team members but I've intentionally built my business so that my calendar is mostly empty.
And so my belief is that I want to have a business that is around time freedom, location freedom, and being able to work wherever I want, whenever I want, and not having to kind of bend to other people's like... Like I'm the controller of my time. And that's because like ever since I was young, for whatever reason, I've wanted to just have control over my freedom.
I just hate being told what to do. I hated being told what to do since I was a young kid. Whether it was teachers, professors at university, whoever, I just didn't like being told what to do.
So for me, having a business where I just get complete control and freedom is the most important thing. And so when I make content about that kind of stuff and put it out into the world on Instagram or YouTube, what happens is people who resonate with the same core belief, that triggers them into a feeling, an emotion, because they're on the same vibe as me.
They're on the same feeling as me. And so again, it comes back to my point about branding is not about colors, logo, fonts. It's about what feeling can you stir in the people viewing your brand viewing your business viewing your services what is the emotion what is the feeling and the most important way is by conveying your core beliefs what are the things that you're what are you things that you're you believe are true about the world how do you see things differently from other people another way to think about it this is like being really clear on your mission people want to follow others and so For me, being really clear on what is my mission, my mission isn't to become a billionaire.
My mission is to build a business that is based around certain constraints, constraints around maximizing my calendar blank space, maximizing my time within my zone of genius, which is I love creating content, whether it's for my clients or whether it's for you guys. And building my business with these constraints in mind.
So, you know, one of the constraints, and this is going to lead me on to the next thing, which is getting, you've got to have clarity on what do you hate. So you might have clarity on what do you believe in, but like, what do you not believe in? So for me, I've previously had a business where I spent most of my time on Zoom calls, whether it was with clients, when I used to work as a funnel analytics consultant, I spend so many hours per day on Zoom calls, helping people, helping big brands figure out where there were cracks in their funnels.
I then worked in businesses where, and even my own business, where I'd spend so much time on sales calls. I'd be on Zoom all day and it sucked, sucked. And so like, what are the things that you hate?
So for me, like I've built my business to minimize the amount of time I'm spent on Zoom. I want to spend time outside. I average 20 ,000 steps a day.
I go to the gym for like, two two hours most days i've maximized my business to minimize the things that i hate and so defining those what are the things what are those things that you hate so that's number one that's core values what do you believe in what's your mission what do you hate and getting clear on those things is the first step towards really getting clarity on having a micro cult brand and getting people to think of you like you're a little cult one of the folks who is really good at the second part was actually with me last week so frederick perhus is someone who i've worked with now for like a year and a half and in my opinion he's one of the best out there doing this second part to building brown which is storytelling there's a reason why, and this is, I'm not religious, but I'm like, I would say I'm on the spiritual end of the spectrum.
There's a reason why Jesus would tell stories in the form of parables. That's why the Bible is full of stories. One of the best ways to learn something is through a story.
One of the best ways to remember things is through stories. That's how our brain works. And so something that you can do to really help people get like, super connected to your brand is tell your stories.
So when I think about stories, I think about three main stories. I think about your origin story. So where did you come from?
Like, where did this thing that you're doing right now, where did this stem from? Think about Batman, think about Superman, they had origin stories. You've got to think about yourself as if you're a superhero, right?
You're . The second part is your transformation story. If you're like me and you're an online expert, then your job is to help people on a transformation from point A to point B.
What's your transformation? The better you can articulate your transformation, the easier it is for people to get to really think, okay, yeah, this is the guy that can help me, can guide me from where I am to where I want to get to. And then the third story is your client's journeys.
It's the stories of your clients, the success cases, the case studies. In this day and age when trust is at its absolute lowest, what is the way to have a defensible brand?
It's to have proof. If you go look at my YouTube channel, I'm overflowing with receipts, case study breakdowns and audits of folks who I've helped grow to seven figure years, 30K months, 40K months, 60K months, 80K months. I've loaded my channel with proof so that when you watch my content, you could be like, oh, Tom does know what he's talking about.
Not only that, he's helped other people do that as well. And the thing I love about case studies is that everyone is different and everyone sees themselves in someone different. So that's why I think it's really important to have a big spectrum of case studies from a broad range of clients so that people can watch like one and they can be like, oh yeah, I can really relate to Josh.
I can really relate to Hugo. I can really relate to Ben. I can really relate to Patricia.
you know so for me like people come to me all the time and they're like it does my model is my model going to work in a different language and i'm like we'll take your pick how about louis who he's just he's built over 200 grand months in the french in only french -speaking territories i've got patricia and annie who have built their businesses just in spanish -speaking markets We've worked in over 23 different countries.
And so the question is, are you stacking enough proof of your clients' journeys? So let me tell you a little bit about, I talked about origin story, I talked about transformation story. I can cover both of those things in one go.
So for me, my origin with the business that I have now is that three years ago, I was running an agency with a couple of co -founders and we were making $50 ,000 a month, but I was four months late on rent. I was stressed beyond belief.
I was losing my hair. I would go to the shops every day and there were most days where for a few months where I didn't have enough money to buy food. I'd go into the shop knowing that if I put my card to the card machine, I don't know if I was going to be able to actually get food that day.
And a lot of times the card would get declined. I'd have to walk out of the shop with no food. And so for a few months, I was living off like bread and soup.
And this was three years ago, three years ago. And now I have a seven -figure business. And, you know, the origin of that was I had this business.
I then decided to take a punt on myself. And I started my own business, which is this business, based off my previous job being a funnel analytics consultant for enterprise brands, brands like Tommy Hilfiger, Chanel, Superdry, Sweaty Betty. Virgin Atlantic, Virgin Holidays.
These are some of the clients that I used to work with. And my job would be to help them find gaps in their businesses and in their funnels. And so my journey as being a funnel analytics consultant, I then took that to the creator economy.
And I started telling people because of what I saw in the industry, I was like, funnels are not the way we should be building a business. Funnels are great when you've got millions and millions and millions that you can spend on ad spend, and you can direct traffic to a website and a product page. But like, When you're an expert like me, we're not an impulse purchase.
We're a considered purchase. So we have to think about things differently. So that was where I built my one simple flywheel model.
The idea that like, we don't want to work off using funnels. We want to build a micro cult brand instead using a flywheel mechanism instead of a funnel mechanism so that we become more efficient with the leads that we pull into our brand instead of just letting them just die on like a dead pile of leads like funnels do.
My transformation, four years ago, when I quit my job as a funnel analytics consultant, I took out a loan from Virgin Startups. So Virgin Startups would give out loans and I took one out for like, I basically took about 30 grand's worth of loans out. And I had this Virgin Startup loan and I basically rinsed through it within a few months.
I had no clue what I was doing. I didn't have any understanding about business. I didn't have a product that was selling and I was just broke and 30 grand's worth of debt, not being able to pay rent, not being able to afford food.
And then fast forward to last year, I ended up paying off that debt, having my first seven figure year. And then six months ago, I get invited to go and hang out with Richard Branson on his private island, Necker Island. And that's where I'm going in six weeks' time.
So in six weeks' time, I'm going to be shaking the hand of the guy who I got a loan from five years ago when I had this dream of becoming an entrepreneur and then pissing it all away. And that's my transformation story. So now you know a little bit about my origin, you know a little bit about my transformation, and there might be things in that which you relate to.
Or hopefully you get inspired by the fact that only three years ago, I was dead fucking broke. And now I'm here, I drove, you know, I'm in Munich. I've just spent a week in my favorite place on earth with my incredible clients.
I drove my own Porsche there, which I couldn't even fathom of thinking about like a few years ago. But I'm here now. And I'm here on a Tuesday having a beer, speaking to you.
So the second part is storytelling. And like I said, one of my favorite... Examples of this is one of my students, one of my clients, Frederick.
So Frederick Pahus is someone I highly recommend going to check out, but he's one of, in my opinion, one of the best storytellers in showcasing his journey, showcasing the journey that he's been on, the origin of where he started with having a really big business, having a coaching business that was doing a few hundred grand a month and then deciding, no, you know what?
It's time. I'm going to... make it small again.
I'm going to have complete control. He wanted to move away from Dubai, left Dubai, came back to Denmark. And now he's excited about the next phase of his life, living with his girlfriend back in Denmark with his family and growing a family there.
So the third piece of the puzzle is visual identity. And this is the thing that I think most people think this is what branding is, but it's not. This is the final piece of the puzzle.
So visual identity is really about like, what does your brand choices say about you? And what that really means is when people say the word taste, that's what taste is. It's what do your choices and decisions say about you?
So let me give you some examples because colors are the easiest way to explain this. Now, there is a reason why big brands choose certain colors for their logos. brands that are like Microsoft, brands that have blue in their logo, what they're trying to, the emotion they're trying to convey or get across when you see that logo is security.
So each different color has a different, stirs different emotions. So for example, orange, orange typically is associated with brands that are trying to build trust. So you think about Amazon.
Amazon is orange. And for them, they want you to trust them, trust them deeply so that you keep going back and back and back and back and back again. Purple, on the other hand, purple is a color that's typically associated with creativity.
So, you know, you think about some brands that have purple in their logos. Usually that's because they're wanting to showcase something about being a little bit out there, a little bit creative.
If I think about my brand, I've specifically chosen a lot of the time to film and record and have a lot of my assets in black and white. Why is that? It goes back to my whole thing about what my model is.
My whole model, my one simple flywheel model that is there to help build a micro cult brand is based around building something that is timeless. And whereas funnels are based around just directing traffic to a page, praying that some of that converts, not having a plan there in place for what you're going to do with that pile of leads.
Whereas a flywheel, it's about compounding. It's about evergreen. It's about the things that I do today, still paying myself in five years and 10 years and 20 years.
It is the idea that a flywheel is evergreen and timeless. And so black and white, is typically associated with things being timeless.
It's a timeless thing. They never go out of fashion. And so that's why I've chosen black and white as my core theme colors for my brand.
And it's why I've stuck with them. It's why I've tripled downward on using them. And then finally, let's talk about attention to detail.
So this is the final piece of the puzzle. I'm gonna show you some examples here. So I've actually got a couple of different...
some of the gifts that I gave to my attendees when they came to my summer perspective last year. So this is a, hopefully you can see that. Don't know.
This is a notebook. You can see when people arrived, they received a tote bag.
In the tote bag was a bunch of stuff. So specifically the tote bag itself was personalized. or kind of not personalized, but it was like, it was branded for this event.
So it wasn't just like a scale 20 brand. This actually is not similar to my scale 20 branding. This was a unique thing.
So the idea is that my events have a unique line of branding associated with it. You can see that they're matched across the notebook and the bag, but this is just two of the personalized items or the branded items that we gave to our members. They also got a bunch of other stuff that was relevant to the week.
You know, we gave them a bunch of electrolytes. We gave them a disposable film camera so they could take a bunch of pics that we're then going to develop for them. We gave them a...
Oh, let me just grab it out of my bag.
Created these... I think I'll just... Fuck the mic, maybe hopefully that doesn't screw things up.
But this is a little like welcome note card that we gave with the itinerary, giving them like a feeling of like, okay, yeah, this is what we're here to do. This is the feeling that we've thought about the minutia. I've been to these mastermind events where you just rock up and you're just shoved in a room in a boardroom.
And there hasn't been any thought to like the experience of the guests. It's just like, here you go. Here's a name tag on our lanyard.
Here's even just a sticker. Fuck me. I mean, I've been to ones where it's just a sticker.
We were like, what can we give? What can we provide in these welcome packs that like really make them feel like they're part of something special? I also gave them as well a Scale 20 branded pack that we give all of our members.
We give them like a welcome lanyard. Our thing that we give, our token that we give people is a carabiner. So for me, it's a very personal thing.
A carabiner is like I'm into hiking and mountaineering and that's a feeling of support. And so what we do is every time our members reach a certain milestone, they get given a new... lanyard to put on the end of their carabiner to signify to them that they've made the next step up in their business journey as an entrepreneur.
So my point is, is that like, what this, this was, I'm saying this because at the end of the week when people were like, we asked everyone like, what were your most memorable things? So many people mentioned the welcome packs and how thoughtful, how well put together they were. how they were not just generic, they were personalized.
I wrote them a little note card to each person, so it's personalized, a little letter. And so what that's about is that when they entered their bedrooms for the first time in this retreat, they got slapped with a feeling, with an emotion. And that, when they saw the bag that was personalized to the event, when they opened the bits within that, within the welcome pack when they got all of this stuff it was the feeling that they got it was the feeling that they were like these people care about detail and if this is the detail that they care about for like just the welcome pack the rest of the week is going to be incredible and and that's what happened the rest of the week was incredible so this was just a small piece of the puzzle but As you can see, black and white themed, no colors.
The idea is that this stuff is supposed to look timeless and it's supposed to be congruent with my brand. So just to recap and go over this, three main pillars, three core pillars that are associated with building what I call a micro cult brand. So the first is core values.
What do you believe in? What's your mission? What do you hate?
Getting clear on those things. talking about that stuff in your content, making your audience aware that these are the things that you believe in. This is the journey that you're going on.
This is the stuff that you can't stand. The second is storytelling. Making sure that people know, like, where have you come from?
What's your origin story? Like, why are you here? What's the transformation that you've been on?
And then sharing the success and the journey of your clients. And then the final piece of the puzzle is the visual identity stuff. but it's not just the logos the fonts the colors it's what do those choices mean about you okay when you build all this stuff together um there's actually a formula for it and i call it i call it the micro occult brand blueprint if you're curious about either getting my help to build this stuff out for your business If you're already a six -figure online business coach or expert, then DM me 77 on Instagram.
Just go click the link down below, DM me the number 77. I'll share with you all of the details. Let's have a chat.
But if you want to know the blueprint, the whole blueprint to building this so that you know exactly what to do, I'm going to point you to this video over here. Right, that was sick. Cheers.
I'll see you in the next one.
The Hook
The bait, then the rug-pull.
Tom Youngs opens with a beer in a Munich beer garden and a blunt correction: branding was never the logo, the color palette, or the Instagram fonts. It's emotion, and the rest of the video is his case for engineering that emotion on purpose through three pillars instead of leaving it to chance.
Named ideas worth stealing.
05:11model
One Simple Flywheel
His replacement for sales funnels: instead of pushing traffic at a page and letting non-converting leads die, content is built to keep working and keep converting for years after it's published.
Steal forany content-led business trying to reduce paid-ads dependency
07:36list
Three Pillars of a Micro Cult Brand
- Core values
- Storytelling
- Visual identity
The three-part structure the whole video is organized around, for building a brand people defend rather than just buy from once.
Steal forany personal brand or coaching business
14:40list
Three Stories Framework
- Origin story
- Transformation story
- Client journey stories
The three specific narratives he says every expert should repeat on camera: where you came from, what you transformed through, and proof drawn from a range of client outcomes.
Steal forvideo scripts, sales pages, About pages
How they asked for the click.
VERBAL ASK
30:34product
“If you're already a six-figure online business coach or expert, then DM me 77 on Instagram.”
Layered CTA structure: a soft free-value offer (7-day email course) seeded at 3:46, then the explicit high-ticket ask (DM '77' for his consulting) held until the very last minute, after the value has been delivered.
Visual structure at a glance.
