The One - A Secret to High End Iconic Brand
How to position your brand to set your own prices, eliminate competition and sell to the affluent without showing your breakfast on Instagram
Let's talk about brands.
Not the ones you see plastered on billboards or flashing across your screens, but the ones that reside within individuals.
Something inside these people makes them stand out, commands attention, and inspires awe. That, my friend, is The One.
You see them daily, but you might not recognize them because they hide in plain sight.
It's not about being the loudest or the most popular—like the Kardashian sisters—or having the biggest social media following.
It's about being the best at what you do and presenting it in a meticulously designed way.
It's about being in one category, setting rules, and leading the market.
As the opposite of following it.
That’s why I call it The One.
Think of it this way: The mainstream brand is like a fast horse, always chasing the next trend and trying to please everyone. On the other hand, The One builds the racetrack, sets the pace, and leaves everyone else in their dust.
They are the extreme pioneers and innovators the texts talk about who leads the customer and the market.
A brand isn't built overnight to become The One. It takes love, humility, guts, unwavering confidence, time, experience, and a relentless pursuit of excellence.
But the rewards? Oh, they're worth it. Think premium pricing, a loyal following, and the freedom to live on your terms.
The Cornerstones of Becoming The One
So, what are the building blocks of this elusive The One? Let's break it down, using my journey as an example:
Exclusivity
Remember that view from my terrace? It's not just a pretty picture. It symbolizes the exclusive world I've built for myself.
Exclusivity isn't about snobbery; it's about creating a sense of rarity and privilege.
Further, it’s about being mindful of that privileged position. It's also about offering something that others can't, whether it's access, knowledge, or experiences.
Expertise
I didn't develop "near-psychic CEO" abilities overnight. It took years of hard work, learning from the best, and making my own mistakes.
Expertise is more than just knowing your stuff; it's about being recognized as the go-to authority in your field. It's about having the confidence to say, "I'm the best in the world at this," and backing it up with results.
This part is worth repeating. Backing your claims with proof.
Few weeks ago we were on a call with a potential client. He was asking about the response time. I told him we need to agree on it and this is what will be.
Later on a call I told him I moved to Spain 15 years ago and he couldn’t hide his surprise:
‘Oh, you actually moved’.
I replied,
‘Of course I did. If I say it, I mean it and I’ll get it done‘.
Back your claims with proof.
Leadership
Remember when I left my cushy government job in Slovenia to pursue my dream in Spain?
That was a leadership moment.
It was about taking charge of my destiny and refusing to settle for the slow-dying in comfort and status quo.
Leadership isn't about bossing around. Well, it’s about bossing yourself and inspiring others to reach their full potential. It's about setting a bold vision and guiding others towards it.
The Transformation of Your Brand Into The One
Building The One is about more than just slapping a fancy label on yourself. This is inauthentic and unsustainable.
Building The One is about a fundamental shift in mindset.
It's about moving from a mainstream, what everyone is doing, where the customer leads you and constantly chasing trends, to a high-end model, where you're the leader, the innovator, the one setting the pace.
Being The One is about embracing your excellence, owning and enjoying your genius, and having the audacity to dream big.
It's about creating a life and a business that are so fulfilling, impactful, and meaningful that they transcend time limitations.
It's about building a legacy that will inspire others long after you're gone.
The One is The Antidote to Commodity Hell
Now, let's dive deeper into the essence of The One.
Being The One is not just about being different; it's about being in a league of your own, a category of One.
This newsletter echoes this sentiment, emphasizing the need for zero competition and positioning yourself as an extreme pioneer and innovator - because you are.
In the high-end world, being just another option is a death sentence.
Affluent clients aren't looking for the cheapest or the most convenient; they're seeking the exceptional, the irreplaceable.
To enhance their lives.
They want to invest in something that elevates their status, enhances their lifestyle, and makes them feel exceptional.
They have seen everything in the book, so a cheap trick won’t work. They are looking for things and experiences beyond that.
Common sense.
The Commodity Trap
Most businesses, even those targeting affluent clientele, fall into the commodity trap.
They focus on features, benefits, and price comparisons, trying to outdo their competitors in a never-ending race to the bottom.
I warn against this mainstream approach, highlighting its limitations in the high-end market.
The problem with commodities is that they're easily replaceable. If your offer is just another version of what everyone else is selling, why should an affluent client choose you?
They have countless options, and price becomes the primary deciding factor.
The One And The Power of Uniqueness
The One is the antidote to commodity hell. It's about creating an offer that is so unique, so valuable, and so perfectly aligned with your ideal client's desires that it becomes their only choice.
It's about crafting an experience they can't get anywhere else, no matter how much they want to pay.
Remember my story about leaving my government job to pursue my dream in Spain?
That was my category of One moment. It was about refusing to settle for the ordinary and creating a unique life. It was about building a business that wasn't just another coaching program but a transformative experience that empowers entrepreneurs to achieve extraordinary success and fulfilment.
So, how do you create your own category of One? It starts with deeply understanding your unique genius, passions, and ideal client's desires.
Creating your category of One is about identifying the intersection of these three elements and crafting an irresistible offer to your target market.
You achieve this connecting to your genius and embracing your excellence. This challenges you to think big, set audacious goals, and lead your revolution.
The answer is within and that it's your responsibility to lead not follow.
The Price is Right... Because You Say So
Now, let's talk about the sweetest fruit of The One, the pricing power.
The ability to command premium fees, set your own rules, and break free from the shackles of traditional market constraints.
The mainstream brands battle price objections, justifying their fees and competing on cost. They're trapped in a race to the bottom, always trying to offer the most value for the least amount of money.
The One, on the other hand, operates in a different realm altogether. They've transcended the need to justify their price because their brand is the justification.
The price is what you want it to be, and then you take it to the market.
The One doesn't look to the market to dictate their worth; they dictate their worth to the market.
They understand that their unique expertise, leadership position, and brand exclusivity allow them to command premium prices.
Rare is valuable (diamonds).
Irreplacable is invaluable (time).
The Freedom Comest With Becoming The One
This pricing power brings freedom that most entrepreneurs only dream of. It allows you to:
Focus on Quality, Not Quantity: Instead of chasing after every lead and trying to close every sale, you can focus on attracting and serving a select group of high-value clients who appreciate your expertise and are willing to pay a premium. It’s the realm where you focus on exquisite delivery, service, and quality and build legacy relationships.
Set Your Schedule: No more bending backward to accommodate clients' schedules or working long hours to make ends meet. You can set your hours, work when you want, and take time off whenever possible. As I discovered, time is the most valuable commodity on this planet.
Choose Your Clients: No more dealing with difficult clients or low-ball offers. You can work only with clients who respect your expertise, value your time, and are a good fit for your brand. It’s important to work with smart and successful people and avoid arrogant or those who are unreasonably cheap.
Pursue Your Passions: With financial security and time freedom, you can pursue your passions, give back to your community, and create a legacy that will last for generations. As I often say, a life worth living for 1,000 years is more than just making money; it's about maximizing your potential, creating a legacy, eliminating regret, and living fully in the present.
The Power of Perception
But pricing power isn't just about numbers; it's about perception. It's about creating a brand that is so compelling, so exclusive, and so valuable that price becomes irrelevant.
Becoming The One means positioning yourself as the 'go-to' expert, the one people seek out when they want the best, regardless of the cost.
In Richmond, Virginia, there’s a dentist whose average case fee is $48,000. His clients aren't paying for just a dental procedure; they're paying for his expertise, his reputation, and the transformation he provides.
They're paying for the peace of mind that comes with knowing they're getting the best possible care.
The Confidence Conundrum
Now, let's address the elephant in the room: confidence.
Confidence is the fuel that propels The One.
But how do you cultivate it, especially when self-doubt creeps in?
The truth is that even the most successful entrepreneurs grapple with insecurity.
Questioning your abilities is natural, especially when pushing boundaries and challenging the status quo.
Confidence isn't about never feeling fear; it's about acting despite it.
The Inner Game of Confidence
We You get confidence with mastering the 'inner game' - your mindset, beliefs, and self-image. Here are some strategies to cultivate unwavering confidence:
Embrace Yourself as Being The Best in the World
This isn't just a marketing gimmick; it's a powerful affirmation. Repeat it daily, internalize it, and let it guide your actions.
If you know it... everyone else will know it soon too.
Own Your Genius
Identify and celebrate your unique strengths and talents. Don't downplay your accomplishments or compare yourself to others. As I often say, comparison is the thief of joy. Focus on your own journey and your unique contributions to the world.
Set Audacious Goals
I urge you to dream big and set significant and audacious goals. This isn't about being unrealistic; it's about pushing your limits and expanding your vision of what's possible.
Your vision has to be bigger than you.
Act Decisively
The affluent admire decisiveness. Don't get bogged down in analysis paralysis or second-guessing yourself. Make bold decisions, take calculated risks, and learn from your mistakes.
Act big to inspire yourself & others.
Develop a Thick Face & Black Heart
This doesn't mean being ruthless or unethical; it means developing resilience and immunity to criticism.
The more successful you become, the more you attract naysayers and detractors.
Don't let them dim your light.
The Outer Game of Confidence
Confidence isn't just an internal state; it's also reflected in your external presentation.
Here’s how to project confidence through your appearance, behavior, and communication:
Dress for Success
Your appearance should be congruent with your brand and target market.
When in doubt, overdress.
Control Your Environment
Choose where and how you meet with clients, and set clear boundaries and expectations.
Easy access is a statement of servitude.
Master the Art of the Sales Conversation
Speak confidently and focus on the transformation and outcomes your clients desire.
The performance is to delight the audience and enrich you.
Build a Reputation of Excellence
Deliver exceptional service, exceed expectations, and create wow experiences that leave your clients raving about you.
The Journey to Confidence
Building unwavering confidence is a journey, not a destination. It takes time, effort, and a willingness to step outside your comfort zone.
The more confident you become, the more you'll attract affluent clients eager to invest in your expertise and leadership.
Why? People sense it.
So, take a deep breath, embrace your inner version of you, and start projecting the confidence to propel you to extraordinary success.
Life is too short to play small.
The One in Real-World Examples
The concept of The One might seem abstract, but it's very much a reality.
Let's take a look at a few individuals who've mastered this art and are reaping the rewards in the luxury market:
Oprah Winfrey: The queen of talk shows built an empire on her relatability, empathy, and ability to connect with people on a deep level.
She's not just a TV personality; she's a cultural icon, a trusted advisor, and a symbol of empowerment.
Her brand transcends the television screen, extending to her book club, magazine, and network.
Oprah's endorsement can make or break a product, and her influence in the luxury market is undeniable.
Richard Branson: The Virgin Group founder is synonymous with adventure, innovation, and disruption.
He's not just a businessman; he's a risk-taker, a visionary, and a champion of the underdog.
Branson's brand is all about pushing boundaries and challenging the status quo.
His ventures span from airlines to space travel, and his personal brand adds a touch of excitement and exclusivity to everything he touches.
Elon Musk: The Tesla and SpaceX CEO is constantly pushing the boundaries of technology and innovation. He's not just an entrepreneur; he's a futurist, a problem-solver, and a symbol of what's possible when you dare to dream big.
Musk's brand is all about ambition, disruption, and challenging conventional thinking. His ventures are seen as exclusive and forward-thinking, attracting affluent clients who want to be part of the future.
Luxury Brands: Even established luxury brands like Rolex, Ferrari, and Chanel rely on iconic personal branding.
They associate themselves with successful individuals, celebrities, and influencers who embody their values and aspirations.
These partnerships reinforce the brand's exclusivity and desirability, attracting affluent clients who want to be part of that world.
The Common Thread
What do all these individuals have in common?
They've all built personal brands that are:
Unique and irreplaceable: They're not trying to be like everyone else; they're carving their path and creating a category of one.
Authentic and true to themselves: They're not afraid to be themselves, even if it means being a little unconventional or controversial.
Driven by a higher purpose: They're not just in it for the money; they're driven by a passion, a mission, or a desire to make a difference.
Masters of storytelling: They know how to tell compelling stories that connect with their audience on an emotional level.
Relentless in their pursuit of excellence: They're always striving to be the best, innovate, and push boundaries.
Your Invitation
So, are you ready to step up and become The One?
Are you ready to create a brand that attracts affluent clients and empowers you to live a life worth living for 1,000 years?
If so, I invite you to join me on this journey.
Subscribe to my newsletter, and together, we'll unlock your full potential and create a legacy that will last for generations.