$100M CEO Explains How to Build A Brand in 2024

Want to SCALE your business? Go here: acquisition.com
Want to START a business? Go here: skool.com/games
If you’re new to my channel, my name is Alex Hormozi. I’m the founder of Acquisition.com, a portfolio of companies that do in aggregate $200,000,000 per year. But it wasn't always like this…
Backstory…
23 yrs old: Left my fancy consulting job.
24 yrs old: Opened 5 gym locations.
26 yrs old: Closed down 6th gym. Lost everything.
26 yrs old: Got back to launching gyms (launched 33). Then, lost everything for a 2nd time.
26 yrs old: In desperation, started licensing model as a hail mary. It worked.
27 yrs old: "Gym Launch" does $3M profit the next 6 months. Then $17M profit next 12 months.
28 yrs old: Started Prestige Labs. $20M the first year.
29 yrs old: Launched ALAN, a software company for agencies to work leads for customers. Scaled to $1.7mmo within 6 months.
31 yrs old: Sold 75% of UseAlan to a strategic buyer in an all stock deal.
31 yrs old: Sold 66% of Gym Launch & Prestige Labs at $46.2M valuation in all-cash deal to American Pacific Group. (you can google it)
31 yrs old: Started our family office Acquisition.com. We invest and scale companies using the $42M in distributions we had taken + the cash from the $46.2M exit.
32 yrs old: Started making free content showing how we grow companies to make real business education accessible to everyone (and) to attract business owners to invest or scale their businesses.
34 yrs old: I bought and became co-owner of Skool.com to help the many people who want to start a business online do so.
Today: Our portfolio now does $200M/yr.
To all the gladiators in the arena, we’re all in the middle of writing our own stories. The worse the monsters, the more epic the story.
You either get an epic outcome or an epic story. Both mean you win.
Keep crushing. May your desires be greater than your obstacles.
Never quit,
Alex
*FULL DISCLOSURE*
I make content to make money - just - on a longer time horizon than most. I want to build trust with business owners so we can find the best ones and help them scale. And if they’re awesome, write them a check and go all the way as partners.

[@AlexHormozi]

To get started for free: www.skool.com/games/about?IFpHasZ7jN4

[@MatrixAnalysis]

Remember: watching videos all day will never help you make money. After watching write down 5 actions you can take to implement what you learned from the video and do them this week.

[@rauladdam1717]

100%

[@charananala616]

Question: What you learned from this video and what are the 5 actionable steps you are willing to take this week?

[@slapmesillay]

She showed me her boobies and I like them toooo!

[@germanmatt4]

Agreed. This is the key to everything. Otherwise this stuff just becomes entertainment, like Netflix or Hulu.

[@DJ_ATXA]

I have learnt more in 37:55 minutes about branding than in my 2 years of studying marketing at school. The way Alex explains things is crazy. Lots of teachers should pay attention to how he teaches and take a few notes... LOVED IT! thanks for sharing this!

[@DeepFifty]

If you learned more about Branding in this video than two years at Uni studying marketing, there's a great chance you have really bad attention problems.

[@notsosocially]

wth did you do for 2 years?!

[@DJ_ATXA]

@@notsosocially imagine the stuff they teach instead of how to really do marketing and branding... all good tho.

[@istefanemaria1]

Not true at all, this video is just a resume

[@IZSIN222]

Two uploads in one week

[@AppsByCamie]

I know right?

[@saidbk23]

2 Better than 1

[@chrischan3297]

🤯🤯🤯

[@AksRepublic777]

We’re eating good

[@kennethporst4359]

Branding

[@Based_Brett_Crypto]

I love the consistent uploads!!

[@englogovoritel]

I've been uploading 1 or more videos a day since the beginning of the Spring because of your advice. Thank you a lot! You helped me start my journey

[@AmericanEmpiric]

What sorts of results are you getting?

[@ZxFlexDaily]

It's a shame it is in Russian coz I would watch, nzdrovia though

[@zaenalarifin8]

5:30 branding is... 13:30 grows your brand 15:40 steps 17:34 point of building brand > makes money 20:15 how to grow your brand

[@TalesOfTrillions]

As a small business owner, this talk hit home for me. Brilliant insights!

[@RaihanUddin99]

Notes for self: Brand is association of two things. If you associate your logo, name etc with something/someone your potential buyers like, then you're doing positive branding. Opposite would be negative(bad) branding. Your product os what people are exposed to for the longest time, so make sure your product is good. If even a small thing sucks about you, it will make your branding bad. To ammend for this, do a lot more other things your audience likes. Brand can pull towards or away. If you can steer clear of controversy then you'll have a more 'towards' appeal. You can judge whether your branding is working or not by measuring increases in reach, and seeing whether people do what you ask of them.

[@FranzStFleur]

I think this is in his free course because I remember seeing it. I remember making some changes when I heard the uncle Warren quote. This man and his wife drop so much values, I know cuz it shows up in my bank account 🔥🔥🔥

[@AdrianPuiu]

Nice bonus video for the week. Thanks Alex and the team. 🙏🙏

[@murielglemaud8807]

You’re the man Alex! Thanks for delivering so much value in such little time!

[@SLisKDAKJE]

Love it when the notification bell rings with Alex his Stuff

[@cup-guy]

Alex's new book 100 million dollar brand

[@tristram0073]

Most likely the last one but I for sure think it’s a new book he’ll make

[@Grantwallacemailacortaija]

Who needs free list of grants to get their business off the ground must have an EIN or LLC and active bank to receive funds

[@ryangorny1075]

His next book is $100M Sales

[@abhishekvjoshi]

@@ryangorny1075Isnt it 100M Money Models?

[@ryangorny1075]

@@abhishekvjoshi It’s $100M Sales. He says it in his book, $100M Leads and he’s mentioned it in his other content sporadically too.

[@adoyomolla3025]

It's the simplicity for me. And I have read a lot about branding but this is very action-oriented and now I feel like I have the basics to build my brand. Thanks.

[@DavidOndrej]

No way Hormozi just gave a presentation to an empty room... this man is a true content genius PS: Watch the whole video, it's pure gold

[@uk49cheatcodes99]

Yea he is killing the game and he just did 2 uploads in a few hours He is REALLYmaking valuable content. I highly RECOMMEND too.

[@cakemixondarise1]

I'm liking this comment while pausing the video at 21:09. I'll be back after watching till the end because I always thought this every time then was thinking of trying it myself lol 😁😍🎂🧁

[@ZakKingSA]

He likes to make prep videos to Critique himself and improve. He may as well get some benefit out of it (and share with us). Good use of his time and resources. Clever

[@KYLEJT]

Yeah better than if people actually wanted to hear him.

[@_kolelarsen]

This is by far the most impactful video on brand I’ve ever watched. I’m on my second time through lol. Just occurred to me that building associations kind of works the same way as customer acquisition. You use the core 4 to drive associations (with people or other brands at least). So you might pay for endorsements like Nike, or make posts about associations you want to build, OR if your product or service is good enough, people will send “referrals.” Kind of like a cool kid at a party wearing a branded shirt (because he liked the associations the brand had built). Other kids at the party buy it purely because of the association they built between the “cool kid” and the shirt. This was an association the cool kid built for you, without you paying him anything. Kind of like a referral.

[@troycopeland2170]

powerful stuff Alex. Like when I turned my long-term rental into a short-term rental. everyone on my street hated me/us. We now have 5 and ramping up to 15 - 20 by the end of the year!!

[@halo231halo]

TRULY WORTH TO WATCH. Specially because he is speaking in simple conversational words that everybody can understand!

[@marianaconvery5435]

Wow! I've been listening to audiobooks, KZbin videos, etc. on marketing, branding and never really understood the "how" of branding. In just a few short minutes, his branding explanation set off a giant lightbulb in my head. Best explanation I've ever heard! Thank you so much. I'm about to launch a startup and have been on a rollercoaster ride in my mind. This is giving me inspiration! Now, back to the video for more learning.

[@xspitshot]

After so much struggles I now own a new house and my family is happy once again everything is finally falling into place!!

[@eyeofgumbo9610]

This was a good part of the whole speech that I forgot thanks for the re upload. Very informative information. I feel like branding has a lot to do with the world's current state of consciousness

[@AlexiDrouin]

Wow, Alex! 😄 Your insights on brand building in 2024 are spot on. It's incredible how the right pairings can transform customer opinions and sales like magic! ✨ Business students could learn so much from your example of strategic branding. Cheers to making branding less of a mystery and more of a master skill! 🚀📈

[@Kumile1]

Hey Sir am 19 I have chance to get Motorcycle and it costs $200. but i can't afford it please help me to get this chance it is my biggest dream to drive motorcycle. am 19 from Ethiopia help me to live my dream. by reverse i will help you if its has value for you

[@rds.86]

Great video Alex, I love the angle you decided to approach things from, and how you broke it down into the simplest explanation possible. As a fun note: I've always considered family crests/sigils and "army" flags as the first large scale 'branding' exercise. If saw Genghis Khan's flag, I'm pretty sure everyone knew what that mean.

[@thebaileyclarke]

Absolute master of breaking down concepts and explaining them simply

[@marckramerdc]

I’m pumped Alex. Your new content is drawing me towards you.👌🏼

[@Fityours]

Insane content! This is why people trust you the free content you’re giving us can’t be matched!

[@robertjohnson-benYochanan]

18:19 Semper Fi Alex, thank you and it made me have a nice laugh out loud. Keep at your work and thank you for sharing with us in the KZbin/internet sphere.

[@consciencetranquille7868]

Thanks again for the value you are giving to people.

[@lilbyrne2570]

So much value, thank you business Hagrid 🙏

[@xxCeCexx14]

YOU ARE THE MAN! simple and straight to the point

[@EcomCarl]

Your explanation of branding as the key to customer loyalty and higher profit margins is spot on! It’s fascinating how a strong brand can guarantee sales and create a unique market position, as seen with companies like Apple 👍

Great content, brand is vitally important!

[@Kumile1]

Hey Sir am 19 I have chance to get Motorcycle and it costs $200. but i can't afford it please help me to get this chance it is my biggest dream to drive motorcycle. am 19 from Ethiopia help me to live my dream. by reverse i will help you if its has value for you

[@memorabiliaexpert]

Thanks Alex, very simple and easy to understand explanation of branding and how to create it.

[@eversmilezachary]

We want more Alex like uploading 2 videos in a week 🔥😘

[@VintherVerse]

I would suggest one thing to think about. It's the definition of learning because Alex describes what is called "progress" rather than learning. Which I think should be described as the process of understanding how something works and memorising that for another time. (Rather than applying what someone told you to do. Which after doing it over and over would make you understand certain stuff eventually but there's more to it imo.)

[@enzen1]

Tons of valuable gems in this video 💎, I'm a 13 y/o entrepreneur and your videos definitely give me that extra-step-up towars my dreams and goals. I hope to meet you one day, thanks Alex.

[@philtoyarse6487]

Ty for bullet point very informative 👍 I will use information wisely

[@wonghaowei1210]

Literally the best video out there distinguishing between advertising and branding, and then explaining what branding is. Better than all those gurus out there trying to teach branding with all the fluff they speak, making it complicated to understand. Thank you Alex!

[@Dumstuff-tq8rk]

This is really helpful!! alex is looking jackedd!💪

[@plinkert22]

Roided up you mean

[@Lvj22]

Just starting my branding journey on IG. So excited to be learning! Thank you for this video.

[@oryahmeidan299]

Branding is everything

[@dennismolina1127]

This guy is making sense because he focuses on the power of association that helps build a brand wherein customers want to be associated with. People buy brands not because they love products but because they love the desired outcome that brands bring to them.

[@BrandonOConnell-te6dx]

You know you're about to get some good knowledge when he pulls out the slides!!! Hey Alex what is one thing you are most grateful for?

[@theinvestinghouse]

Probably for slide shows

[@kennethporst4359]

Contact him directly

[@mat_leo]

cringe.

[@yourdream28]

Explain ​@@mat_leo

[@gussup_digital]

Thanks Alex, very simple and easy to understand explanation of branding and how to create it

[@AlanDeriard]

Alex NEVER misses 🙌🏼

[@AfterWorkMusician]

Lots of gems here. Really enjoyed it!

[@reynardmhlahlo9864]

I gained crazy value from this…. Thank you Alex. Branding has occurred.

[@quentinwiley_]

It’s funny my thought process was the audience should know this will be good just by how many slides he goes through. (Makes KZbin video and audience enjoy it better. Not many doing this imo) but then shortly after I noticed no audience. Good move. Good video. Only a few minutes in and this is exactly what I’m wanting to learn about. This topic isn’t spoken on well but it is definitely most important for absolutely any business. Online or in person. Down to the last detail.

[@olanilsson7745]

FML Paid 7k euro for a course on the subject last week, it was worse than this video. 😂 Thanks for the amazing content

[@mikepepe3711]

Thank you Alex for all that you have shared! I've started a business and not turning back! A small manufacturing company making whiskey smokers that are one of a kind! It's been booming for me now. The prophets that I make are going back into the business and buying land . I would have never had the courage to jump if it wasn't for you and a few other and a couple of others that inspire people thank you thank you thank you!

[@HoneyBadger0704]

That’s awesome! I’ve just started my own business as well, (protection dog sales plus a multi service pet dog training) Alex’s videos have also helped me and inspire me in my journey. Glad to hear you’re doing well in your business. God bless!

[@mikepepe3711]

@@HoneyBadger0704 well I certainly hope you do well! Become Unstoppable! That's what I have decided to do.!

[@yourdream28]

Keep fucking grinding and conquering man! I wanna start a business too but can't pick a niche, glad that you are succeeding

[@PouriaBakrani]

More of this format plz

[@hugowesley4074]

$100M Brand

[@suvendroseal1724]

Keep going Alex

[@rossomahanaprovode9918]

Fcuking awesome! This is a master class 🤯 Thanks a million!

[@chieffixie]

Another Mic drop on every other marketer/youtube guru out there 💯

[@BizBob2]

Very good video on branding. Good explanation on how branding makes money.

[@hungryandrich1198]

Thank you Alex. 🙏🏻

[@raulgolfs]

FULL METAL JACKET! "THERE ARE MANY LIKE IT.."

[@AleCardenasRealtor]

You rock, greetings from Mazatlan Mexico

[@kafenaded]

THANK YOU FOR BREAKING IT DOWN WITH VISUALS!

[@rev_olutioncollective]

Man this guy just pumps out the best info

[@leadgenjay]

BRAND IS EVERYTHING

[@LeeEnglish08]

Freaking love this content-and it’s educational

[@joschuatabani7207]

Mozi team with the Drizzy Drake vibes ❤ back2back

[@kitekiter4417]

I watched this video. After 2 hours I'm a multi millionaire!! Thanks!!!

[@euanthony]

With the way Alex is uploading videos these days, I think we're close to getting the third book in the $100m series

[@ValentinRosas-pz9ju]

Well than tell me alex did your skool video yesterday, show you that your brand is growing in the right direction? Im assuming it did. Im thinking more people found out about skool through the vid, they changed there behavior once they watched the vid as in they signed up once you uploaded the video(Right Direction). As a result you uploaded this video on how you built your brand because you now have proof that it works and can be done.

[@ParasTube]

I was an apple person for ages, left the ecosystem in 2016 and very happy. Might try it again.

[@shadyfamily6812]

I'm brand strategist (I have pro level qualifications, completed online courses read many books on brandingz worked at advertising agencies and have helped people build brands). Nobody explained this better. Period!

[@karldevic9615]

Thanks Alex, this is un-surprisingly epic! I'm curious if you or anyone else here in the comments has any thoughts on how to apply this for a service based business rather than physical /e-commerce product?

[@jaredn960]

Same principles apply

[@speakingwithyasirkhan]

I live for these long-form trainings with Alex. Love these much better than the hyperedited ones.

[@cmanon3948]

To condense it: your brand has an identity. Customers trade their dollars for your product so they can adopt that identity

[@justinmajor9389]

Great lessons overall… the Dylan mulvaney pairing in my opinion was a deviation from the mission statement, bringing people together over great beer… highlighting or putting anyone on a pedestal literally separates them instead of bringing them together… the pairing wasn’t bad, it was the presentation of the pairing. In Texas the BlueBell ice cream issue is another great example of how a brand can survive serious issues, even killing people.

[@sharingstoke]

This is amazing. Thanks for sharing 🙏

[@pjgp_fit]

I needed this! Thanks bro

[@desirewilliamsc]

Alex want all the smoke, lol. And I am here for it!!! Gotta love Alex

[@CarlosLtx]

The jar head joke was funny😂

[@DenisLeskovets]

Alex is watching our engagement rate in the KZbin analytics to improve the presentation

[@astrico1]

Going to take it all inn!

[@explorebecause]

“Raise your hands… alright fantastic… otherwise I’d be talking to the wall” 😂 he’s literally talking to an empty room though

[@emmanuelkusi7212]

Your point is what ?

[@lydia9878]

Could you do a video on how to apply this to book authors?

[@deanarnold5241]

If I was just starting out, I’d only listen to this guy.

[@etofok]

the audio is so crisp, how do you guys do it? it's a small lavaliere

[@vibhuprasher6135]

This is amazing content!

[@MotivationArt.]

i just love your content so deep

[@CHSNLV]

THANK YOU BRO!

[@dananjith]

What elements should I pair my service business in order to raise my prices?Trying to learn :)

[@strategicliving9887]

Quality control is important for branding

[@dannykalman]

I found the definitions of branding at the beginning of the video more clear than Alex’s definition 🤷‍♂️

[@avidbeats2354]

Dude the FMJ reference!! 😁

[@houseofshavesbarbershop]

For those of us that make KZbin videos if we’re trying to build a brand, should we be mindful then of the types of ads that play during our videos on KZbin?

[@clareforchrist]

I sent this to my whole team and to my friend while watching.

[@MarkDonnigan]

Brilliant insights that no one in his core audience can actually implement. If they could, he’d have case studies outside of Apple, Coca Cola, and other iconic brands.

[@robertosilva8390]

Jason Momoa is the most interesting man when talks about marketing!!

[@dankelly]

"There are many like it, but this one is mine." Hoorah!

[@eatdrinkblockchain-yl6us]

I love you man..i mean your brand!...i just got a wealth of knowledge from this video that ive just made a fresh cuppa, ive done all my screen shots needed and im about to watch again to let it all sink in..WOW Alex..your a GENIUS! and thanks for sharing

[@RaihanUddin99]

The amount of value you give out for free is insane. Makes other influencers look pale in comparison.

[@Pablo-1231]

Thank you! This is Good stuff!

[@wanistani]

Bro killed us with ads