Building a Strong Personal Brand with Ati Grinspun

Jillian

Welcome back to the mindset of podcasting. Today's guest is fire. You can feel her passion for what she does through every word she says. You are definitely going to either want to go to the show notes and download her worksheet first or get a pen and paper for this episode because she gives you so many actionable tips that you can do right now for your personal brand. So Ati Grinspun is a personal branding coach and photographer. Her passion is working with women who are the face of their business to build profitable personal brands that attract dream clients, so they can make more money and have a bigger impact in the world. Ati loves fostering connection within women entrepreneurs, and bridging the gap of how lonely entrepreneurship can be. She's the founder of the Be You Brand Academy, co-host of the Power Tribe women events, speaker and soon to be published author. Again, amazing episode. If you have been working on your branding your personal brand, you need to get a pen and paper or go download her worksheet because this episode is going to give you all the details in so many things that you can do afterwards. Hi, Ati. How are you today?

Ati

I'm doing amazing.

Jillian

That is good. I'm so glad we got a chance to talk. So let's start with who are you and what do you bring to this entrepreneur world.

Ati

But what a good way to throw that question! Okay, so my name is Ati. I'm a personal writing coach and photographer. And I'm not going to boast so much like, what I do or whatever, but I love that you said, what do you bring to the entrepreneurial table? So you're probably going to ask me about my story, but I'm going to jump right into it.

Jillian

Go ahead.

Ati

Because I think that that's kind of like, why and what I bring to the table. So for many, many, many years, I was a bartender in the Las Vegas Strip, and I grew my photography business on the side for almost ten years. And when I devoted to personal branding, first with photography and then the pandemic with coaching, what I realized is that what I brought to the table, it was like, number one, really helping women be themselves. Like, I think that in this online world, like, the last decade, there is such a hardship for women to really show up as they are because they have this feeling that they need to be a certain way or they need to show up a certain way. And the reality is that the secret, that secret sauce people are looking for is in actually being themselves and bringing to the table who they are. So that's what I bring to the table.

Jillian

Yes. I love that. I love to do that with photography too because I have to say, I had a photography session, and I just felt, like, so awkward.

Ati

I was like, I don't know what to do. So part of that is I think that personal running photography as a whole is kind of new. Even though marketing photography is not new. Right. Like, marketing photography, you can find photos of, like, people sitting at a bank and families pretending to be families. But those were models, right? Like, back in the day, if you went to bank of America or whatever, you saw lifestyle photos that looked very natural, but those were models. With the event of, like, social media websites, like LinkedIn and banners and all these stuff where we're all showing our lifestyle for what we do, we became the model for your own business. So if you don't have a photographer that not only is a great photographer, but also understands your brand and gets to connect with you, it's hard.

Jillian

Yes. My first photos show that.

Ati

Oh, my God. Okay. Okay. Jump right in as me. He's like, I can talk forever. Like, kind of crazy.

Jillian

You're good. Okay, so let's start with what is a personal brand?

Ati

I love that. So I like to demystify it a little bit. I think that when I came into this niche, if you want to call it into this field. A lot of women had this idea that building a personal brand was kind of building something that wasn't there. Right? So for me and the way I teach it and the way I help women is really picking and really uncovering who you are, what is important to you, what you bring to the table, like you were asking me and obviously your expertise. And then really pick and choose which of those things you want to show and how you want to show them. You're not really fabricating anything. What you're doing is packaged in a way that is how you want to be seen. Right? So you have the personal brand and then you also have the personal brand building process. And the personal brand building process, what I tell women is really going from let me actually explain this with an example that I always like giving. So let's say you're in business. You're not really being super aware of how you want to show up. And one day you post on social media, then you go to a networking event and then you're posting photos about your kids and whatever, right? Like, you are showing up. You're showing up, but you're not really saying, okay, this is how I want people to see me. This is what I want to be known for. And now your brand is getting built by default. That is, people that are seeing you perceiving you, doing business with you, that now they're like, oh yeah, I think she has a podcast and I think that she also has a coffee shop. I'm not sure what she does. Right. I'm using you as an example. Your personal brand is pretty, like straightforward what you do. Right, but I'm using that as an example. Now, a very different story is you saying, okay, so I have all these things, I have my podcast, I have my business, my cousin also has a coffee shop. We have some rentals. Right? Well, I really want to be seen as a multifaceted entrepreneur that is helping women in this and this way. So now you're taking things that are important to you and you create your whole personal branding strategy based on that bigger picture. And you're like, OK, so how do I want people to see me? What do I want to be known for? What is the expertise I want to show? Right. And now when you get to the brand building process, you're no longer on default, you are on the driver's seat. So that is pretty much like big, big explanation. The difference also between just your personal brand, how people perceive you and how you build it.

Jillian

Yes. And where would you suggest we get started with building our personal brand? Like, most people go on social media and they're like, I have no clue what to talk about except what?

Ati

I do love this question because number one, I truly in my heart believe that social media is only a part of the pie, right? People think that social media is the only place to build your personal brand. However, building your personal brand has been around forever. Since business has been around, people would build their personal brands and what do they want to be known for? But with social media, we have this tool that exponentially helps us put our personal brand out there. So what I would say before even going to social media is actually sitting down and really writing your brand strategy. I will say this. There are four things that you want to be thinking on when you're building your personal brand. And this is where you want to start because you don't want your personal brand to be this intangible, right. When you're building it, you want to be, okay, what am I physically doing? Right? This is exactly like the question. You go there's like, well, I want to build a personal brand, but what do I do? So this is what I want you to for everybody listening, I want you to keep in mind. And what I'm going to do is then I'm going to give you I'm going to go through these four points and then I'm going to give you a worksheet so they can come back to this and they can listen and they're going to be able to build their brand through the worksheet.

Jillian

Awesome.

Ati

So I want you to think of the reason why you're building a personal brand, right? At the end of the day, if you're in business, you want two things. You want to create income and you want to create impact. Most of the women that you and me work with and how we are making a difference in the world is through our businesses. So what you want to create is a bridge between you and your clients of know like and trust. And I know that a lot of people already heard that. Well now how do you create that, right? So number one, they know you definitely need if people don't know about you, that's it. That's it. The story ends there. So you definitely need to show up, right? So no like and trust factor. So I like to start with the trust because people are not going to buy from you if they don't trust you. And you build trust by building your expertise. So this is number one on and I'm actually going to open it so I don't forget anything. Like, for those of you listening, where are we? The computer. So for us it's easy. And so number one, you want to build your expertise. So what does this mean, for example, for you, you want to write down the things that you're an expert at, right? But you want to write them down. Why do I say this is because if somebody just starting out, most likely they know what they do. So for example, let's say I don't know that you are a financial coach. I'm just going to use some example. Well, I'm a financial coach, but financial coach is very broad, right? So what you want to do is maybe you want to write your expertise and then you want to write your expert topics. What are the things that you want to talk about that you are feeling and having a calling to talk about that you're going to build your expertise around? And when I say people, if you want to write 4560f this. Now if you're just starting out, you're probably not feeling like an expert. So I am going to give you a way out of that. There is always somebody that is two steps behind you. So if you're experiencing, like most women, I had it, you probably had an imposter syndrome, right? What I want you to do is to start thinking, what can you help to somebody that is two steps behind you? Right? Because now it becomes so much easier. You're like, oh, for sure. Like what you do, right? You help women with their podcast. So somebody like, I know that I'm great at what I do, but that doesn't mean I'm an expert at creating my own podcast, right? So what you're doing is helping somebody two steps behind you. That not necessarily you need to have all the answers. And this is where you writing these four, five, six topics is going to help you start by starting there. So now that's going to build your confidence. Okay? So did you get it until there? Do you have any questions?

Jillian

No, no, that sounds great.

Ati

Yeah. Okay, so then what you want to do, and this is where the magic happens, if there is any magic, which I don't believe there is a secret sauce that I think there is magic, there is nothing that is secret. But the magic is your own personal brand strategy. So we talked about you, right? It's like what is that big umbrella over you? Because people talk about content pillars and they talk about brand pillars and they talk about well, but those are different. So this your personal brand strategy. I'm going to give you an example. So I have a client that she owns an insurance agency, right? And when we were building this, I started digging and covering who she really is. And I started asking, okay, what is important to you when it comes to your business? You said, well, the reason why I got into insurance is because when I was younger, I got into an accident and I didn't have the proper coverage. And then I ended up getting a job as a salesperson at an insurance agency. And I started understanding that the person that sold me the insurance I was looking for cheap, he wanted to sell me for cheap. But the reality is that brought so much hardship to my family. So what is important to me, actually, is to help people have the proper coverage for what they have. And I'm not necessarily helping people through cheap insurance. And I remember we went through her content, and a lot of her content was like, hey, let us give you a quote. We can beat the competition. I was like, well, do you think that your mission and your message are aligned? She was like, oh, no, I never realized that. So you building your own angle of why you do what you do, how you do it, why you do it the way you do it, right? So for you, for example, is how do you want people to see you, right? Like this expert in podcasting. You help people, like from zero so they don't have these problems. And also, what is the big vision of that? Are you a multipassionate entrepreneur? Are you passionate about helping people also in other areas? Right? I know for me, I'm a person running coach and photographer, but I talk about community because when I first came to the entrepreneurial space, I felt very lonely, and there is no need for that to be that way. So I talk about community. I talked about being you because so many of us really struggle through that. So your own personal angle, okay, to what you do, so then attach to that is your conviction. Anybody can teach anybody can put a mission statement together, but nobody can do it the way you do it, with your own opinions. So you writing and having the ovaries, the guts to really talk about your conviction, right? And your conviction not only in your expertise, in your field and why you do what you do, the way you do it, but also in life, right? What do you stand for? Are we good there?

Jillian

Yes.

Ati

No.

Jillian

Oh my gosh. I'm like my thoughts are going like, oh my gosh, maybe I need to write this down.

Ati

I'm going to give you the workshop so you're, like, going to be able to now I want to tell you this. You have to write all these things down. If you think about this, the reason why most people feel lost, right, when it comes to their personal brand, they don't know what to post. They don't know what events to host. They don't know, like, why they need to be showing in front of people is because in reality, they don't have all these things ringing out, which I'm going to get to that in a minute. And the fourth one is, you are the secret sauce. And what that means is how can you bring who you are into what you do? People want to be advocates of you. People want to really people want to like you. Okay, so we talked about the know, like, and trust factor. So the no factor, that's easy. You showing up, you networking, like you and me net networking, right? Like, you showing up. You growing your network of people. You really doing all these things to put yourself out there with a message. So now we are creating that trust, right? But the, like, factor, this is where the secret stuff happens, and this is where you are you so how many times you talk to a client and they're like, oh, my God, I don't know. Everybody's looking for cheaper stuff, or everybody is fighting me. The biggest objection I get is pricing. And what I tell people is and don't get me wrong, we all get pricing objections. That never goes away 100%. But the reality is that people want to do business. They want to follow on Instagram, they want to go to networking events or whatever it is with people they actually like. So when you start showing who you are so, for example, if you like hiking, if you like doing triathlons, if maybe you are really an advocate for certain organizations that is actually bringing who you are into what you do, because people want to talk about the same things. They want to have things in common, and not necessarily that means I actually got a question because I share a lot about triathlon, and I always say try out because that's who I am. That's what I'm doing right now, and I love it. But the reason how I brought it into my brand, which I totally believe in, is that endurance and actually running a business is exactly the same. Right? It's not a sprint. It's a marathon. Like, you have to overcome all these bullshit in your head, all these things that are parallels. And crazy enough. I have had people say, oh, my God, you inspired me so much. I started my business. I had a hard time working out. And I'm like, hey, you don't need to do a triathlon. You can go for a 30 minutes walk in the morning. You know what I mean? And I have had so many people say, oh, my God, thank you for sharing this. And for the longest time, I would never talk about it. So I took my own advice, and I started bringing more of who I am into my brand. And I think this is where a lot of people, like, get really secretive, and they also get like, well, but I don't want to show my life. You do not need to show anything that you don't feel comfortable showing. Again, you are on the driver's seat. You can talk about mothercode without showing your kids. You can talk about, I don't know, triathlon without showing everybody where you're riding your bike if you have I don't know. Doesn't make sense, what I'm saying. So let me wrap it up really quick for you. So your expertise, okay, your personal brand strategy, which is the bigger picture, so we cannot think of our personal branding chefs of content is that bigger picture. And then everything we do needs to be cohesive with that brand strategy. So events, networking, expert topics to go talk to an event, right? Like the podcast that you choose to be featured, everything needs to match your conviction. You have to allow you to have your own point of view. Like, you cannot be hiding and trying to be vanilla because vanilla doesn't attract anything. Okay. And then the last one is bringing more of who you are into what you do.

Jillian

Right there. Like, oh my gosh, that was so valuable. I'm going to download your worksheet because ideas are running through my head.

Ati

And this is the thing. All of us, including myself, we should all be doing this every few months because remember when we talked about your expertise? Your expertise is going to get bigger and better and bolder and you're going to learn. So now your expert topic. So when I first started, I used to pitch myself to talk just about photography. So I would go into podcast or I would go into networking events or I would code workshops or whatever. It was all about photography. Right. So as I learned, as I evolved, now I rarely ever talk about photography. I still offer photography, but that is not the bulk of what I do or where I'm going. Right. So as you evolve, that person that is two step behind also changes. So it's really important that you're constantly reviewing these four points.

Jillian

Yes. And I love just adding you into your business because that's who people end up wanting to work with. It's people they can relate to. So, like you said, I talk about motherhood. My daughter doesn't want to be on social media at all, so I don't put her on there. But people still know I have the kids.

Ati

This is the thing. A lot of people are very reluctant to put their kids on social media. I totally understand it. But if part of your brand, it's how freaking hard is running a business with kids, right? By all means. Because that's going to create conversation and brand alignment with people that are going through the same thing. That are looking for the same thing.

Jillian

Yes. Oh, gosh, you just gave so much. Like, I feel like all my questions.

Ati

I feel like sometimes I just open the close and I go, you can.

Jillian

Tell your passion for this. Like, your passion just like, screams.

Ati

You mentioned the keyboard. I think that for me, one of the things is I have a really hard time working with people that they have 1ft in, 1ft out because I personally am so passionate. But also, I truly believe that your personal brand is your legacy. So if you think about even the world, like, your brand, like, your brand is your mark in this world and through different things that we do in life, that's how we are living our legacy. Or legacy can be money, but also can be that mark. Like, I know that what I am doing. I'm helping women leave their own mark, right. Like all of us. By you helping women create podcasts, right. You are helping women have their voice. So actually what we do is not really so different, right. Because as women find more and more of their voice and more women have the guts to start their own business and to really feel called be, like, I have a message, I have something to say. And I'm sure that if people out there that want to hear it, we're all really making the world a better place.

Jillian

Yes. That is like my big umbrella is I feel it's time for women to use their voice.

Ati

I didn't even know that. Yeah. And all the people that I've been attracting into my world and I'm doing things with, that's the theme. So it's really hard for somebody, like when somebody comes to you or me and they need help in their business and they're not absolutely passionate about what they do, it's really hard. And that's part of where women have a hard time maybe finding these higher level brand strategy. They're like, well, I should start my business to make money. Well, you haven't really gone deep yet to what is the change you can bring into the world.

Jillian

Yeah. I feel like we all started our business to make money. Yeah.

Ati

Every single one of us. Every single one of us. But the more we get into it and I think we start seeing success when we actually lean into the difference we make. I'm not going to lie, it took me quite a while to really understand that, but once I did, it was like my heart burst. There is a saying, I think it's Jim Ron, I might be butchering it, that says, help people get what they want and you will get what you want. And I remember I was like, okay, I don't get it. I couldn't quite grasp it. But then once you do so if you haven't as a listener, if you haven't grasped the concept of making a difference for others yet, keep digging because that's where the magic happens. And I remember hearing this from other people and I was like, what are they talking about? So once I did, oh, my goodness. My heart was like.

Jillian

Yeah, same with me. Once I realized, this is why I'm doing this. This is why I love this so much and I can help others in the process. It opens everything up.

Ati

It really does. It really, really does.

Jillian

Yeah. Well, thank you so much for being on today because, wow, like, so much value. So I know our listeners, I definitely know I connect more with you. So how can they do that?

Ati

Okay, so what I'm going to do is I am going to give you a download. So I'll send you the link and you can put it on the show notes or whatever but I hang out on Instagram all the time. That is my hub ATI G dot, Brandon. So ATI A-T-I-G branding my website, www.artigrinston.com, they can go there. Yeah. And then I'm everywhere. I'm on Facebook, I'm on Instagram, and I do host live workshops very often. We have one coming in November. I think our episode will come out in November. We'll have five day live personal branding bootcamp in November. And if you listen to this after November, reach out because we have them periodically and these are free. And these are amazing. Literally, I walk you not only through these four points, but also why you need it, how to build it beyond content.

Jillian

Awesome. I will make sure all of that is in the show notes. Thank you again so much. This was an amazing episode.

Ati

I am so glad that it was valuable to you. I love it, love it, love it, love it.

Jillian

Wow, there are just so many things that you can go do now like, I am ready to sit down, get her worksheet and really dive into my personal brand and see how I'm doing because that's something that I haven't really dived into yet. I did some branding, and I got my colors, my fonts my website redone, but I haven't really dived into how I'm being perceived online or in my business in general. So I am so excited to go start it. I am so excited to go start implementing her tips like right now. And if you're not connected with atty, you need to go connect with her because she her passion, her enthusiasm for everything she does is just so contagious. Plus, she loves community and loves meeting new people. So go connect with her right now. 

Your Podcast Tip of the Week. So are you looking for some ways to grow and monetize your podcast. So red circle is a podcast host that actually does all of this. My podcast is hosted on RedCircle. I'm under their free account right now. But they do have paid versions that offer so much. So they do offer a they do offer an ad platform. So this is where they will help you select ads and put them in your podcast, you do have to have over 500 downloads per episode to utilize the ad platform. So it might take a little while to build up. But you will get there. And then you go through and you pick what types of ads you would like in your podcast what you don't want. And then they will put them in the episode for you. Sometimes you do have to go in and edit it because sometimes they'll put them in the middle of a word or a sentence. And it's it just sounds weird. So you don't have to go in and edit it. Then each month that they send you money for the ads that you have in your podcast. They also have a cross promotions, where they will connect you with other podcasters who are hosted on red circle, and you can promote their podcast and they'll promote your podcast as well. So that's a good way to meet new people and to network. They also have subscriptions. So things like Patreon, where you can add extra content for a certain price each month. And then they also have donations where your listeners can donate to your podcast if they wish to. I think red circle is great because it eliminates having all these different sites for all these different ways to monetize your podcast, you can do it all in one site. Now I'm not affiliated with red circle, I just think it's a really great site to handle all the ways that you can monetize your podcast without switching between sites having so many passwords and stuff. It's all right there in one. So definitely go to checkout red circle. 

So an update for you. So I am currently working on season three of my podcast is going to be more solo episodes this episode. This season was very packed full of guests. And so I will be cutting back down on the guest episodes. There will be some guest episodes, but any of the guests will actually have a podcast and I will be asking them podcasts specific questions. So I've heard feedback that allowed you want more podcast related things this season was a lot of entrepreneurs and entrepreneurial topics. So we are getting back into the podcasting topics in season three. So I would love to know what questions you have. What questions do you have, I will turn these into solo episodes and answer them for you. Or if you could ask a podcast host any question. Any question at all. What would you ask them? I want to be make sure I'm asking these podcast host questions that you want to hear. So let me know email me at Jillian@Jilliangrover.com or DM me over on Instagram @JillianGroverpodcastsolutions and let me know. Thank you so much for listening. Please go rate and review and I'll talk to you next week.