It's about trust.
You don't actually build a brand.
What you really do is to build up trust.
And it's not about you.
As a matter of fact, it's about everybody else except you.
And the only way to build up trust is to add as much value as you possibly can.
You build up trust for a possible sale in the future.
For a possible collaboration in the future.
And that sale in the future might or might not happen.
Just like that collaboration might or might not happen.
But when it happens, you've already built enough trust.
So that when you launch that book, people will trust you enough to buy it.
Or that online course.
Or that product of yours.
Or that service of yours.
Or whatever it is that you might maybe be selling some time in the future.
Or when you want to put together a podcast.
People who know you and trust you are a lot more likely to come on your show.
Or collaborate with you on a joint book project.
Or your next deal.
Or your next company.
And right now you might not even know what that partnership, that collaboration, that sale, that service or that product might look like in the future.
But it makes a hell lot of sense to already start building up that trust.
Because building up trust takes time.
A lot of time.
And trust has to be earned.
It can't be bought just when you need it.
With no budget in the world...
[Related: I stopped giving a shit a long time ago]