Tips on Starting and Sustaining a Podcast Right Now w/ Graham Weaver

Off-Brand Benefits

Gary Vaynerchuk challenges the traditional notion of staying "on-brand," arguing that venturing off-brand can actually enhance a creator's appeal. He cites Martha Stewart's collaboration with Snoop Dogg as a successful example of how going off-brand can make someone more interesting. Gary believes that off-brand content is only detrimental if it upsets people, but otherwise, it can be a valuable addition to one's personal brand.

Off brand is when people most start to enjoy things. When Martha Stewart went off brand and hung out with Snoop, she became more interesting, not less.

--- Gary Vaynerchuk

He emphasizes that the true "lane" is one's personal truth, which can evolve beyond initial perceptions 1.

   

Audience Engagement

Divergent content can significantly boost audience engagement, according to Gary. He shares his own experience of transitioning from the wine industry to business discussions, which initially met with skepticism but ultimately broadened his audience. Gary asserts that audience reactions to off-brand content can be positive, as it adds depth and authenticity to a creator's persona.

I was so deep in wine world, I started talking about business. Everyone's like, stay in your lane, wine boy. And I was like, I'm a businessman before I was wine boy to you.

--- Gary Vaynerchuk

This approach allows creators to connect with their audience on multiple levels, enhancing their overall brand strength 1.