Welcome back to Branded: your comprehensive guide to creative branding.

In this episode, we dive into the fascinating rise and scandalous fall of Brian Johnson, better known as the Liver King. If the name doesn’t ring a bell, no worries—Sara wasn't familiar with him either. Larry and Sara explore how Liver King crafted a wildly successful yet deeply flawed personal brand based on a primal lifestyle, only to see it crumble when the truth about his steroid use was exposed.

We examine the strategies Brian Johnson used to build his astonishing 2.5 million-strong Instagram following, despite living a life rooted in lies. From leveraging simple messages to unexpected antics, Liver King’s approach followed the core principles of the "Made to Stick" success model. Although no guest joined us for this episode, we dissect the branding truths and fallacies inherent in his story, applying valuable lessons on what to do—and what not to do—in personal branding.

Key Takeaways:

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3. The Power of Simplicity: Liver King kept his branding simple and focused. His entire brand revolved around nine ancestral tenets and a primal diet, making it straightforward for his audience to understand and follow.
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7. Unexpected Elements Capture Attention: From eating raw liver to raw bull testicles, Liver King used shock value to disrupt typical expectations and garner attention. This unexpected approach acted as effective clickbait, drawing people into his narrative.
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11. Concrete Imagery: By presenting a physically distinct and almost "caveman" appearance—complete with unshaven beard and muscular physique—Liver King made his brand tangible. His appearance alone served as concrete proof of his claims, or so it seemed.
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15. Emotional Appeal: Leveraging societal beauty standards and the desire for physical perfection, Liver King tapped into deep-seated emotions. His message hit a chord with those yearning for a particular ideal, even though it was based on an unattainable, steroid-fueled reality.
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19. Storytelling and Credibility: Despite the eventual revelation that his brand was built on lies, the stories Liver King told about ancestral lifestyles and raw diets were compelling enough to build an army of followers. This underscores the importance of narrative in creating a relatable and engaging brand.
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We hope this episode serves as both a warning and a lesson in the importance of authenticity in personal branding. Remember, a brand built on lies can capture attention but maintaining trust is another matter entirely.

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1. Client Engagement Strategy: Chris emphasizes the importance of understanding client needs and maintaining engagement using B-roll in the beginning of podcasts and captivating introductions for otherwise dry B2B content. Knowing what keeps your audience hooked can significantly enhance engagement.
2. Content Authenticity: Authenticity is key to attracting a like-minded audience. Chris advocates that if content creators truly care about their subject, it will naturally draw an audience that resonates with the message, even if it doesn't garner massive views initially.
3. Experimentation and Evolution: Larry discusses the evolution of his content strategy, highlighting the necessity of adapting content styles and experimenting with new formats to keep audiences engaged. Providing value consistently can significantly increase engagement.
4. Personal Branding Through Unique Interests: Chris and Larry talk about how integrating personal interests into professional content can set your brand apart. Despite initial embarrassment, showcasing genuine, unique interests can build deeper connections with your audience.
5. Content Strategy for B2B Video: Emphasizing "know, like, and trust" principles, Chris outlines the importance of using video content on platforms like LinkedIn to educate and foster trust over time. He advises businesses to start raw and gradually increase production quality, making sure content quality aligns with its production value.

1. Maintaining Curiosity in Branding: Emily emphasizes the importance of using curiosity to engage audiences without overwhelming them. She discusses various tactics, such as asking questions, incorporating surprises, and avoiding overly vague content that might confuse rather than intrigue.
2. Adapting Advice Delivery: We explore contrasting advice delivery methods. While Emily supports providing enough information to engage but not fully implement, Sara advocates for step-by-step instructions to demonstrate expertise. We agree that both methods have their place depending on the audience and context.
3. Skill Teachability: Dividing opinions arise on whether creative skills like writing and graphic design can be fully taught. Sara believes some elements are inherent and difficult to teach, whereas Emily maintains a broader perspective on skill development, emphasizing technical aspects.
4. Effective Pitching Strategies: Emily and the hosts share insights on crafting effective podcast pitches, avoiding industry jargon, and ensuring clarity and engagement. We discuss the importance of personalizing pitches to resonate more with recipients.
5. Humanizing Content through Vulnerability: Larry's anecdote about authentic moments at a business summit highlights the power of vulnerability. Emily underscores that sharing personal stories and making mistakes can make content creators more relatable and human.