Day 8 Transcript
NOTE: Today’s transcript is followed by an AI prompt that can be used with your AI provider of choice. Just copy and paste it into ChatGPT or Perplexity and it will help you answer today’s questions for your specific side hustle… the way a human teaching assistant would help you in an Ivy League university. If you’re eager for more on today’s topic, I’ve included a Secret Dessert Course at the very end — a bonus section that isn’t directly covered in today’s video but has a lot of value practical, hands-on value. That dessert also comes with its own AI prompt.
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Part 1: Define Your Brand Feel
If you’re a fan of Japanese horror movies– the kind with a scary young girl with long, dark hair that always covers her face– like in the Ring. They’re called on-ree-yo (onryō) and they’re usually a vengeful spirit that someone did something awful to. And I mention them because once you see one, you can’t unsee it.
Welcome to week 2, Day 8 of starting your side hustle! We’re taking 28 Days-- 28 small steps-- to build a business that’s meaningful, impactful, and profitable. Today’s focus is to make your swag something you want to wear. What marketers call defining your brand identity. We’re going to work out things like logo design, brand voice, mission statements…the emotional echo your hustle leaves behind. Your own personal on-ree-yo.
Ok. Defining your brand identity is fundamental to building a side hustle that resonates, stands out, lasts… that makes you feel something when you wear your logo on your head.
I designed this little guy for superserious. It’s a dinosaur with a jetpack. I challenge you to find a cooler logo. Plus the smoke coming out of his jetpack forms an “s” for superserious. Every time I see this… complete joy. It takes me to my happy place.
And that’s super important. If you need a more famous example of that than me, we can use Ben Silbermann, co-founder of Pinterest. When Ben launched Pinterest, he wasn’t just building another social network—he was obsessed with the feeling of collecting and sharing inspiration. His vision for the brand was rooted in positivity, creativity, and discovery. Even when early users didn’t get it, he doubled down on making Pinterest’s brand gentle, inviting, and visually delightful—so much so that people now describe the platform as– drumroll– their ‘happy place’ on the internet. That’s emotional clarity in brand identity. It helped Ben and Pinterest stand out. And it built a fiercely loyal user base.
Ok… the two questions we’re tackling today—
1) “What do you want your audience to feel when they see your shit?” and
2) “What’s the one thing that can make it feel unforgettable, vivid, striking?”
Both are critical because they force you to think about the emotional and psychological connection between you and your hustle… between your hustle and its audience. Let’s talk about why these questions matter, and let’s use the second coolest brand in the world– after mine– Liquid Death. Let’s use them as a case study.
If you haven’t heard about it, Liquid Death is canned water. It’s a little piece of genius founded by a guy named Mike Cessario… who was smart enough to realize that he wasn’t just selling hydration— he was selling rebellion… he was selling humor… belonging. When people see Liquid Death’s branding—skull imagery, heavy metal aesthetics, and killer slogans like “Murder Your Thirst”—they don’t fall asleep like they might with other– more snoozeful– water brands. They feel– I feel(!)– like I’m part of the joke ... an insider. No one actually feels edgy. They get the joke. It’s safe counterculturalism. I’m not going to use words like emotional resonance. It’s just fun. It transforms a commodity (water) into an experience.
Think about that… for your side hustle. Ask: what do you want your audience to feel? My little dinosaur here– is just the coolest combination of the two coolest things in the word… It’s me… I’m old. And old is irrelevant. It needs a jetpack. To be the opposite of extinct. Extant. (X-tent). Good word. From the Latin exstant- to be visible or prominent, existing. To be able to be publicly seen. Marketing is at least as old as Latin.
Think about that… for your side hustle. How to make it (X-tent)... how to have it reflect you personally… It’ll help you design every element of your brand—from your visuals to your messaging— because you want to evoke the feels that matter to you– in my case, joy and playfulness– and you want to evoke those feels consistently.
Your logo– your brand– should bring everyone– but especially those you love– together. The family that swags together, brags together.
The marketing nutjobs talk a lot of crap about making your brand unforgettable. That’s Big Marketing selling Marketing. Your goal shouldn’t be to be unforgettable. It should be to trigger something meaningful to you. To them.
Part 2: Make Your Brand Memorable
Day 8, Part 2. Ok. Liquid Death is meta. It’s aimed at how sophisticated you are about marketing. It’s marketing about marketing. It’s audacious. It’s the most basic product imaginable—water—and it’s wrapped in heavy metal imagery. It flipped industry norms on their big fat heads. Despite what marketers will tell you, the brand is not unforgettable. Buuuuut… Every time I hear about it or see something about it, it triggers a positive feel. It touches the nerve that says it’s cool to have personality. It’s cool to mock the rich, to be rebellious, to be humorous, to be unapologetically YOU. I mean come-on. Its tagline is “Murder Your Thirst.” Its mission is “Death to Plastic.”
If that doesn’t appeal to you, you’re dead on the inside. Its aesthetic, its values– [chef’s kiss].
For your hustle, answering today’s question is meant to challenge you to identify that one thing—your voice, your mission, your sense of humor… or your lack of one—that makes people stop scrolling, remember you, and come back for more.
You’re never selling a product or service. You’re selling you. Liquid Death isn’t selling water. It’s selling a sophisticated world view about marketing itself. It should remind you that branding is about emotions that lead to action– it's about creating movements.
If you have limited resources– and you do– answering these questions helps you focus on building emotional connection… the kind that cultivates loyalty. All of this ties back to lessons from Week 1– when we defined our “why” (Day 1). How do you shape the feelings you want your hustle to evoke? It ties back to lessons Day 2– when we narrowed our focus. How can we stay on message to our origin story? How do we ensure that our branding amplifies what makes us unique? All of this ties back to lessons from Day 3– where we took the time to understand our competition. How does our brand zag where others zig? Branding is just strategy disguised as creativity– as emotion– as a dinosaur on a jetpack.
Ok. Take a moment and try to answer the Day 8 questions for your hustle without AI and before you listen to the next section-- the 28-Day Ivy League MBA. I personally think it's useful to try to answer questions without AI first, but if you'd rather do that: The AI teaching assistant prompt will drop with today's case study... in a couple of hours. If you don't know what I'm talking about, check out Lunch Break Millionaire Day Zero... or go over to superserious.com where I’m posting daily transcripts. The AI prompts are there too. That's it. Hustle smarter.
Part 3: 💼 Map the Customer Journey: Today's Ivy League MBA Skill
Week 2, Day 8, Part 3 of Lunch Break Millionaire– where we turn whatever you're eating for lunch into an Ivy League MBA degree. It’s Taco Monday– because limiting Tacos to just Tuesdays is just racist, really. And the MBA skill we’re going to pick up today is customer journey mapping and how it can land you an unforgettable, every-day-of-the-week brand identity. Because we learned from Big Taco’s mistakes.
If you’ve ever wondered why some brands just “get you”—why they “really, really get you”-- why (like a complete simp) you keep coming back, telling friends, even forgiving them when they mess up—it’s because that brand has mapped out every step of your experience. No magic involved. Just a cold, hard MBA-level skill– customer journey mapping– that if applied properly attracts people and keeps them attracted.
Here’s how it works. Every customer, whether they’re buying a sandwich or signing up for your new app, goes through a series of steps. They discover you. They check you out. Maybe they buy, maybe they bounce. If they buy, they use your thing, and then—if you’re lucky—they come back for more. The journey isn’t always a straight line; sometimes it’s a loop, sometimes it’s every-which-way. But if you don’t know what those steps are, you’re SOL… you’re guessing at how to win their fanboy loyalty.
Let’s make this real. Imagine you’re running your new hustle. Where do people first hear about you? Is it an Instagram ad, a friend’s recommendation, a Google search, ChatGPT? That’s the awareness stage. Next, how do they learn more? Maybe they check out your website, read reviews, or stalk your socials. That’s consideration. Then, what’s the moment they actually buy or sign up? That’s the decision. After that, do they get what you promised? Is onboarding smooth, or do they get stuck and ghost you? That’s the experience. And finally, do they stick around, tell friends, or disappear forever? That’s loyalty—or not.
Awareness. Consideration. Decision. Experience. Loyalty. See– you now speak MBA.
Now, let’s connect this to today’s brand identity questions. When you’re thinking about what you want your audience to feel, and what makes your hustle unforgettable– (X-tent!)-- you’re really thinking about every single step of their journey. If you want people to feel empowered, rebellious… like they’re in on the joke, you’ve got to design those feelings into every touchpoint. It’s not just about your logo or your tagline. It’s about the first DM they get from you, the tone of your emails, the way your product actually works… even how you handle complaints.
Take a sec, grab a napkin and sketch out the steps your customer takes from the moment they first hear about you to the moment they become a raving fan—or a lost lead. Write it out like a story. Where do they start? What do they do next? Where could things go wrong? Where can you surprise them, delight them, make them feel seen? If you’re stuck, use the AI prompt in the post description later today to help you brainstorm. Don’t try to make it perfect. Just get it down.
Keep telling yourself, the best hustles aren’t built with luck—they’re built with dinosaurs and jetpacks– with emotions– with sketches on napkins that let you imagine every step of those you want to serve. When you know your customer’s journey, you can spot the moments that matter most. You can fix the leaks, double down on the magic, and turn casual buyers into family. That’s how you hustle smarter.
Part 4: Learn From My Brand Identity: Part 1
This is Day 8, Part 4 of Lunch Break Millionaire. This is the segment where we #BuildinPublic– where I answer the daily questions from part 1– using the MBA skills we just learned in part 2– and showing my work– sharing how I’m building my hustle from scratch-no filters, just the real journey. You don't need to actually like or subscribe. I'm not doing this for the clicks. But if you’re leveling up from other creators you follow or know, introduce us. I want to learn from them and help them level up, too. We all deserve better than just making rich people richer.
Ok. Let me show you what today’s exercise did for my hustle.
I listened to my answers from last week– I literally took some of the words I said last week– and all of the emotions I was feeling– threw them into some landing pages– added some headlines and finished them off with a take action button.
Here’s the second one I did– and I’ll read it in case the text is too small:
Stop Living in Zuck's Basement.
Thank him. Because you were living rent-free, even if you were “the product.” Thank him because you now have an audience who loves and trusts you and wants to see everything you create. Not just the stuff the algo likes. Which means…
It’s time to move out. And up. It’s time to own your platform. Your app. Your look. Your feel. Your content. Your revenue.
It’s time to live rent-free in Zuck’s head.
It’s time to be the algo!
Join the Uprising
It’s the second one because my first one was– as raw as I feel.
So this…. is a watered down version of my first take… which I’ll put up now… and blur…. For obvious reasons, I can’t read the headline exactly as is.
Fuck Zuck. Fuck Elon. Fuck that guy who clearly isn't Chinese.
Stop making the rich richer. Stop playing their game. Stop respecting their rules. Stop letting their algos pick you last. This isn’t kickball.
Well, it could be. If you redefine the game. If you challenge their bs with something real. Your platform. Your app. Your look. Your feel. Your content. Your revenue.
Then you could kick some balls.
Seriously. Be the algo.
Join the Uprising
Will I lose some potential clients? Absolutely. But they’ll be clients that don’t align with my values. That’s ok. That’s best for them and me.
I keep reflecting on Liquid Death’s success and it reminds me that branding isn’t just about marketing—it’s about meaning. It’s about creating something authentic to me and hoping that it resonates deeply with my team and the people I want to serve.
And one week in, I’m getting excited about building a brand that doesn’t just sell products. It sells a giant middle finger. And it delivers on that message.
Part 5: Learn From My Brand Identity: Part 2
Day 8, Part 5. Ok. Here’s some more marketing that might get me cancelled. This one because some entitled white person is going to be like “you can’t use that analogy.” Let me put it up and in case it's too small, I’ll read it.
We're all slaves to social media's algos. It's time to Django those chains.
Sure, they’re polite. They thank you for your content and your followers and— within a millisecond— their algo cracks its whip and redirects your hard-earned followers to lazy copycats, to more sensationalized content, to more extreme voices. Their algos only care about their master, their platform, their profits.
You don’t have to be polite. Not when you’re armed with everything you need to start your own platform— your app, your look, your feel. It’s time to own your content, your followers, your revenue.
It’s time to be the algo.
Join the Uprising
I can hear her outrage… “Are you kidding me? This is beyond offensive. It’s tone-deaf. It’s exploitation. It’s completely dismissive of the actual historical pain and trauma associated with slavery.”
No. It’s not. And it's ok for you to think that. If you don’t like the cakes I’m baking, it’s ok to move past my tiny little stall. It’s ok to think you’re more progressive than I am. You’re not. But it's ok to think that.
Here another one… because I’m on TikTok:
Maybe you can afford TikTok.
I don’t mean buying the company. I mean maybe you— as a creator, as a brand— can afford to let TikTok’s algo pick and choose which of your content your followers deserve to see. Cuz that’s fair, said no one ever.
Maybe it’s time to swipe out. Maybe it’s time to own your platform. Your app. Your look. Your feel. Your content. Your revenue.
Maybe it’s time to be the algo.
Join the Uprising
I asked myself: What do I want creators to feel when they interact with my brand?
My answer was… empowerment. I want them to feel like they’re reclaiming control over their creative work, their audience, their revenue—like they’re breaking free from the chains of social media platforms that exploit their creativity for profit.
That(!) feeling—rebellious empowerment—is the heartbeat of what I’d like my brand identity to be.
Is it unforgettable? Who gives a shit?
The better question is does it resonate? Does it motivate me? Would it motivate the people I want to work with, the people I want to serve?
Yeah, I have working code but it’s not about the app. It’s about the mission behind it. It’s about helping creators “be the algo.”
That phrase– be the algo– captures everything I stand for—ownership, independence, and freedom from middlemen who don’t give one tiny little shit about creative integrity.
Prompt #1 - Brand Identity – Make Your Brand Memorable
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Prompt #1 - Brand Identity – Make Your Brand Memorable ○
Today, you’ll define the look, feel, and personality of your brand-so your hustle stands out and sticks in people’s minds. You’ll be guided by the writings and frameworks of Ivy League faculty whose research is foundational in branding, customer experience, and strategic storytelling:
- **Professor Americus Reed II, The Wharton School, University of Pennsylvania:** Leading expert on brand identity and consumer psychology.
- **Professor Jill Avery, Harvard Business School:** Authority on emotional branding and building customer loyalty.
- **Professor Sheena Iyengar, Columbia Business School:** Specialist in choice architecture and how customers connect with brands.
**What Today’s Coaching Will Help You With:**
You’ll get clear on your brand’s personality, choose the emotional vibe you want to create, and map out the first steps of your customer journey-so every touchpoint feels intentional and memorable.
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### Step 1: Reflection Questions
Please answer these questions in a few sentences each:
1. **If your brand were a person, how would they introduce themselves at a party?**
- Describe your brand’s personality, tone, and “vibe” in a sentence or two.
2. **What three feelings do you want customers to experience every time they interact with your brand?**
- Think about emotions like trust, excitement, calm, empowerment, or fun.
3. **What is one visual or sensory element (color, sound, style, or symbol) that you want people to associate with your brand?**
- This could be a color palette, a type of logo, a signature sound, or a design style.
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### Step 2: MBA Skill – Mapping the Customer Journey
Today’s MBA lesson is about the customer journey:
> Every brand experience is a story-what story do you want your customer to live?
- List the key moments where a customer will interact with your brand (first impression, website visit, purchase, support, etc.).
- For each moment, write one sentence describing the feeling or message you want to deliver.
- Ask: Is there a gap between what you want people to feel and what they might actually experience? Where can you create a “signature moment” that makes your brand unforgettable?
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### Step 3: Coaching & Brand Blueprint
After you reply, I will use the writings of Professors Reed, Avery, and Iyengar to:
- Help you clarify your brand’s personality and emotional core.
- Guide you in choosing brand elements (tone, visuals, style) that reinforce your desired feelings.
- Suggest ways to create memorable “signature moments” in your customer journey.
- Offer examples of brands that have built loyalty through consistent, intentional identity.
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**How to use this prompt:**
- Respond with your answers to the reflection questions and your first draft of the customer journey.
- I’ll help you refine your brand identity, spot opportunities for differentiation, and suggest next steps.
- Remember: A brand is more than a logo-it’s the sum of every experience your customer has with you.
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Ready? Share your answers and brand ideas below. Let’s hustle smarter, one lunch break at a time!
Secret Dessert Course
Some brands just *feel* right. Instantly. They’re relatable, memorable. They just click. And I hate to ruin the magic but they usually tap into common brand archetypes. In the old days there were 12 classic brand archetypes: the Innocent, the Everyman, the Hero, the Outlaw, the Explorer, the Creator, the Ruler, the Magician, the Lover, the Caregiver, the Jester, and the Sage. These are timeless templates that help brands connect with audiences on a deeper, almost instinctive level.
And as culture, technology, and values have evolved, so have the ways brands express themselves. Today, we experience a lot of modern reinterpretations that more accurately reflect our 2025 priorities and identities. These new updated archetypes move beyond the classic twelve and they capture ideas like digital fluency, global awareness, entrepreneurial spirit, and social consciousness– stuff we all relate to unless we’re boomers. The classic Explorer becomes the Digital Native. The Sage becomes a Global Citizen. The Creator becomes the Entrepreneur. You get it.
The whole point is that these brand archetypes can help you figure out your story or how you want to pitch it. And that’s the exercise this next AI prompt is going to help you with– it’s going to try to match your hustle’s story, values, and personality to the right archetype so you can unlock a clear, consistent brand voice that connects with all of us on a gut level.
Just copy and paste this prompt into your favorite AI assistant to enjoy Day 8’s dessert course.
Prompt #2 - Brand Archetype Selector: Find Your Business’s Core Personality
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Prompt #2 - Brand Archetype Selector: Find Your Business’s Core Personality ○
*Mix classic psychology with modern values to craft a brand that resonates deeply.*
**Coached by Ivy League experts in branding and cultural trends:**
- **Professor Americus Reed II, The Wharton School, University of Pennsylvania:** Authority on brand identity and consumer psychology.
- **Professor Kate Eskuri, Columbia Business School:** Expert in modern brand narratives and inclusive marketing.
- **Professor Michael Norton, Harvard Business School:** Behavioral scientist specializing in values-driven brand engagement.
**What This Coaching Will Help You With:**
You’ll identify which of 18 brand archetypes (12 classic + 6 modern) best aligns with your business’s personality, values, and goals. This will help you craft consistent messaging, visuals, and customer experiences that feel authentic and magnetic.
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### Step 1: Reflection Questions
**Answer these to uncover your brand’s DNA:**
1. What core emotion do you want customers to feel when interacting with your brand?
2. What societal or industry norm does your business challenge or uphold?
3. If your brand were a person at a party, how would they introduce themselves?
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### Step 2: Archetype Overview
**Classic Archetypes**
- **Hero** (Nike): Empowers others to overcome challenges
- **Sage** (Google): Prioritizes wisdom and truth-seeking
- **Rebel** (Diesel): Disrupts status quo
- **Caregiver** (Toms): Nurtures and protects
**Modern Archetypes**
- **Eco-Champion** (Patagonia): Environmental stewardship as core mission
- **Digital Pioneer** (Figma): Tech-forward problem solver
- **Inclusivity Advocate** (Fenty Beauty): Celebrates diversity in every decision
- **Wellness Alchemist** (Headspace): Holistic mind/body solutions
- **Community Builder** (Discord): Creates belonging through collaboration
- **Catalyst** (Stripe): Simplifies complex systems for radical change
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### Step 3: Coaching & Archetype Alignment
After you reply, I will use the writings of Professors Reed, Eskuri, and Norton to:
1. Analyze your answers against archetype traits
2. Recommend your primary + secondary archetypes
3. Provide examples of tonal guidelines (e.g., “Wellness Alchemist = calm authority with warmth”)
4. Suggest visual motifs (colors, fonts, imagery) that align with your archetype
5. Flag potential conflicts between chosen archetype and current branding