Building a profitable personal brand in just 7 days? Sounds insane, right?
I get it. Twenty years ago, I thought I’d be tied to a 9-to-5 forever, until I discovered something that changed my life completely: personal branding.
And not just any brand. One that lets me live on my terms, create value, and connect with millions.
But let me tell you: creating a profitable personal brand isn’t luck. It’s a system. I’m going to show you the exact steps to build a powerful, profitable personal brand in 7 days.
This is a system you're going to want to bookmark, take notes on, and set aside time to actually implement.
Day 1: The Trailhead – Discovering the Niche of You
Alright, Day 1. The most important foundation of your personal brand is simple: understanding you.
Think of this as picking the right trail for your journey. The key is to start where most people end: figuring out what makes you unforgettable.
What do you want to be known for?
What unique perspective or talent do you have that people are drawn to?
What have you been downplaying just to fit in?
This isn’t about faking perfection. It’s about finding the parts of yourself that are worth sharing and owning them.
Your brand doesn’t need to be like everyone else’s. It just needs to be authentic. This is what will separate you from the noise.
This first step is like picking the right trail for a long hike. Because if you try to be like everyone else, you’re already off course.
5 years ago, I took time to reflect on what I’m great at, what I love to do, and what I want my legacy to be.
I took the time to journal about these areas of my life. And I came up with the following 7 core pillars:
Building incredible teams
Creating communities of founders
Traveling the world
Enjoying the soulful journey of life
Going on epic adventures in nature
Collaborating with fellow creatives, dreamers, and builders
Unlocking my full creative potential through design, writing, and scalable systems
These 7 core pillars formed the foundation of my 4th business, Founder OS.
I’ve now served over 18,785 founders, I’ve travelled to countries like Japan, Colombia, Mexico, Italy, and Portugal over the last 6 months, and most importantly - I wake up every morning and need to pinch myself - I genuinely can’t believe I get to do what I do for a living.
And I genuinely believe you can architect an amazing life for yourself too - it starts with writing down your 7 core pillars. So get a pen and paper out and write down your 7 core pillars.
Alright, you’ve laid the foundation with Day 1. You’ve identified those core parts of yourself - the parts that will make your brand unforgettable and uniquely yours. But here’s the thing: knowing who you are is just the start. To build a brand that stands the test of time, you need a compass to keep you on course, no matter how big you scale or how fast things change.
Now, we’re going to build that compass. It’s what will guide every decision, every move, and keep your brand true to you. Because the bigger your vision, the more essential it is to know exactly where you’re going and why.
DAY 2: Building Your Brand Compass - Define Your Core Values & Vision
Let’s talk about your compass. I’m talking values, purpose, and vision. If you’ve ever felt lost in business or overwhelmed, this compass is why.
These guideposts will keep you aligned as you scale.
Ask yourself:
What are my non-negotiable values?
What impact do I want to make with this brand?
How can I measure success beyond money?
Write down your answers to those questions.
Here are my non-negotiable values:
1. Love - I love myself and others fully
2. Insanely Simple - I remove all unnecessary complexity, leaving only the essentials that create clarity and power.
3. Freedom - I have time, financial, and location abundance. I am free to be my truest and fullest self. I have the freedom and space to think, ponder, and be creative.
4. Community - I have deep connections, meaningful relationships, and a sense of belonging
5. Creativity - I impact, inspire, and innovate
6. Nature - I explore, go on epic adventures, have fun, and discover new places with people I love
The clearer your values, the easier it becomes to make decisions that feel right. And when you’re building a brand, clarity equals confidence.
And here’s a pro tip: the clearer your values, the easier your decisions become. In building my brand, whenever a choice felt complicated, I’d ask if it aligned with my core values. It’s a simple system that’s powerful and builds trust over time.
For example, I’ve had opportunities to partner with co-founders and get an office in one location. But I know these decisions would push me further from my value of freedom, so I say “no” and open myself up to opportunities more aligned with my values.
This radical focus on my values has allowed me to build an audience of 2.5 million around my personal brand. Here are my social stats after just 15 months:
961,000 followers on Instagram
383,000 followers on X
860,000 followers on LinkedIn
175,000 followers on TikTok
236,443 subscribers on YouTube
244,000 followers on Threads
237,000 newsletter subscribers
And the coolest part? It’s an audience of people that resonate with my core identity - my audience - people like you - are people I genuinely care about and love to hang out with.
I’ve gone for hikes with people in the community, grabbed coffees, and spent nights around a fire getting to know people like you and your dreams. I believe that as founders, we are stronger together - and the community I’ve built around my personal brand and Founder OS is my life’s work.
Founder OS is a community and education experience designed to make the founder journey magical.
Being a founder is hard, confusing, and overwhelming. You need a guide.
We make the founder journey magical through proven systems, mentorship, and accountability. I give founders all the systems I’ve used to build multiple 7-figure and 8-figure businesses.
And my vision for Founder OS is to create the greatest founder community of the 21st century. My insane vision is to create a Founder Potential Center in the Dolomites, Italy, by January 2027. The Italian Alps! And you - yes, you - are part of this journey.
This founder retreat center in the Dolomites will ignite the most profound transformations for founders, creators, dreamers, and builders. As you can tell, I’m pretty fired up.
So, what are your dreams? What is your vision? Mission? Values? Write them down. These will serve as your compass.
Alright, now you’ve got your compass set. You’re crystal clear on your values, purpose, and vision. This is the foundation, the bedrock. Every big decision, every new direction will come back to this compass.
But here’s the thing, knowing who you are is only half the story. There’s another piece, and if you miss it, you’ll be building in the dark.
So here’s the big question: Who are you building this for? Knowing yourself is powerful, but knowing your audience? That’s the game-changer.
Day 3: The Audience Satellite – Understanding Who You’re Talking To
Now that you’re clear on who you are, let’s find out who cares.
Day 3 is all about identifying and truly understanding your audience. Think of them as the stars you navigate by. Your audience isn’t just ‘clients’ or ‘followers’, they’re people whose problems you solve, and who find value in your perspective.
When I started, I didn’t think of my audience as numbers; I thought of them as people with real struggles. Figure out what makes your ideal audience tick.
Where do they hang out?
What’s on their mind?
Find the common threads.
Here are some questions you can ask yourself:
What problems does my audience face?
Where do they spend their time online?
What would make their life easier?
Knowing your audience gives you direction. It’s like setting up a satellite to always keep you on the right track, no matter where you are.
For my personal brand, I am here to help founders scale with simple systems and achieve true freedom in life - freedom to control where, when, what, and who you work with.
I help founders grow their personal brand in a systemized way that frees up their time and drives predictable revenue (without headaches, heavy lifting, or relying on ads).
My belief is that the best way to build an online business is a personal brand. And to build a profitable personal brand, you need scalable systems and know how to leverage organic content. And this is what I help you with.
Here’s where most brands miss it: they build what they want, without considering what their audience needs. The trick is to build a ‘satellite’ - a consistent way to keep tabs on what resonates with your audience and what they’re hungry for.
The best (and fastest) way to get clarity around what your audience wants is to simply ask them.
Here are some questions you can use to survey or interview people who are part of your ideal audience:
What content topics would you LOVE to see me dive into?
What is the biggest challenge in your business right now? Please be specific.
What is your biggest goal right now? The more brutally honest, the better.
What does success look like for you by the end of this year? Dream big.
The goal of your personal brand is to be a guide that leads your audience to their biggest goals and helps them overcome their deepest challenges.
I’ve had conversations with hundreds of founders like you.
I know you struggle with feeling stuck and overwhelmed, working long hours on your messaging, and not feeling aligned with the content you’re putting out there to the world. You also struggle with unpredictable sales and are tired of running a business that relies on your hustle.
This is why I share systems to help you systemize your operations, achieve time, location, and financial freedom, and build a personal brand and company that can run without you.
Alright, so now you’ve set up your satellite, pointed directly at the people who need you most. You understand what they’re struggling with, what they want, and how your brand can be the guide they’re looking for.
But here’s where it gets interesting - knowing your audience is only the beginning. The real magic? That happens when you translate everything you’ve learned into a brand identity they can instantly recognize and connect with.
And that’s what we’re diving into on Day 4: creating your unique voice, style, and visual identity. This is where you take all that insight and turn it into a brand that’s unmistakably, powerfully, you.
Let’s get into it.
Day 4: Creating Your Brand Identity Map – Defining Your Unique Voice and Style
On Day 4, we take all the inner work and transform it into a brand identity. This is your unique voice, look, and feel. It’s what makes your brand recognizable at a glance. Translate everything you’ve learned about yourself and your audience into a brand identity that’s unmistakably you.
This is about defining your voice, your visuals, and your vibe. This is what gives your brand a soul.
Think about how you show up. Is your brand playful or serious? Formal or laid-back? For me, clarity and freedom are key. When I chose these elements for my brand, it wasn’t just because they looked good—it was because they matched what I stand for.
Here’s the deal: your voice and style should be consistent across every touchpoint. It’s not just about looking good; it’s about creating a feeling. When people see your content, they should know it’s yours before they even read the name.
Here’s a sneak peek of my brand identity:
Here are my core colors:
Here are the common elements we sprinkle in across my videos:
Here is how I like to style my short-form videos:
And here is the style of font we like to use across all platforms:
These small elements all add up to create my unique brand identity.
We also have 9 core brand commandments that guide everything we do around my brand. Here they are:
Original - We are unlike any other. We are unique.
Storytelling - We create stories that travel. Stories define our brand.
Artist Touch - Stop seeing it as marketing; start seeing it as taking up space as an artist.
Impeccable Design - Tiny details stack up. We design extraordinary experiences.
Bold Copy - Words are powerful. We write like we speak.
Luxury Experience - Elevate. Inspire. And overdeliver at key moments.
Taste - We flex our creativity. We are creative geniuses. Make art, not content.
Dreamy - Beauty matters. We paint a picture of the dream life.
Magic - We create magic for founders.
Alright, now it’s time to put everything you’ve learned into action. Think of this as designing the “DNA” of your brand - each choice you make here adds up to a recognizable, powerful identity that your audience will remember.
Here’s your step-by-step exercise to clarify the core aspects of your brand identity. Grab a pen and write down your answers as we go along:
1. Define Your Voice
What’s the vibe of your brand? (Playful, serious, inspiring, bold?)
How do you want people to feel when they hear your message?
Write 3-5 words that describe the tone you want to be known for.
2. Visual Elements
What are your brand’s core colors? Pick 2-4 colors that reflect the vibe you’re going for.
Font Style: Is it modern, classic, or handwritten? Choose one or two that match your personality and brand.
Logos & Symbols: Do you have a signature logo or symbol that people can easily recognize? What icon or shape represents your brand’s core values?
3. Brand Identity Commandments
Think of these as guiding principles that your brand lives by. Here are some questions to guide you:
What’s the unique promise you’re making to your audience?
How do you want to stand out visually and stylistically from others in your space?
Write down 5 “commandments” that define the way you create and share.
4. Create a Consistent Experience
How can you ensure people recognize your brand before they even see your name? (Think visual style, consistent language, brand tone).
Jot down 3 ways you’ll make sure this experience stays the same across your social platforms and content.
Bonus Tip: Share your answers with a close friend or trusted mentor and ask if these feel authentic to you. Getting a second set of eyes can help ensure you’re on the right track to a brand identity that truly reflects you.
As we wrap up Day 4, you’ve crafted the look, feel, and soul of your brand. But here’s the thing - your brand identity alone isn’t enough to make people trust you. They need to know your story.
Day 5 is where we go beyond just the visuals and voice. It’s about positioning yourself as someone worth listening to, someone who stands out in a world full of voices. And we do that by building trust - trust that starts with a story only you can tell.
So get ready, we’ll uncover the story that will make your audience feel like they’ve known you forever. It’s time to show them why you’re here and why it matters.
Day 5: Positioning Your Brand Story & Building Trust
Day 5 is one of the most important. It’s about creating a story that builds trust. Trust is currency. Without it, you’re just another voice in the noise. With it, you’re someone people keep coming back to.
Establish your brand direction, or how you’re positioning yourself as an authority. People need to trust you before they’ll invest in you. And the way you build that trust? Through storytelling.
Your story should highlight both your strengths and vulnerabilities. When people know why you do what you do, they’re more likely to trust you.
Here’s the truth: people don’t connect with brands; they connect with people.
They want to know why you do what you do. They want to feel the heartbeat behind your work. And one of the best ways I’ve found to infuse a brand with that soul is to write a Founder Note.
A Founder Note is more than an intro or a bio. It’s the heartbeat, the “why” behind your entire journey. It sets the foundation for every decision, every piece of content, every connection you make.
So, here’s mine: the Founder Note that drives every part of Founder OS:
Something has happened to entrepreneurship.
As founders, we dream of freedom, impact, and caring for those around us. But we’ve been brainwashed to believe in a false trade-off.
Today, too many founders sacrifice relationships and personal freedom to be successful. Loneliness and overwhelm are sold as the price of progress.
Founders worship the Church of Hustle.
I bought into this narrative. In my first business, I felt like I was on an endless wheel of burnout. A black hole of despair. Hopeless and hungry for meaning.
After selling it, packing my bags, and traveling the world, a simple truth dawned upon me: I don't have to choose between a successful business and freedom.
Success, like anything else, is a system. An OS.
With this new insight, I built systems to scale my second business to 8 figures without working 12 hours a day.
And not only did I spend less time building my business, I felt better than ever.
I operate at peak health, run an automated empire, and can travel the world. And I want the same for you - because you deserve it. You can build a business that doesn’t drain, but fuels your dreams.
With the right systems, you can have it all:
Run a calm company, travel the world, have fun, go on adventures, spend time with family and friends, and do what your heart desires.
Founder OS exists to share this truth with other founders.
We are a movement of founders who leverage operating systems to build a life and a business we couldn’t have imagined, even in our wildest dreams.
The freedom we aspire to achieve reaches beyond time and money - exploring, adventuring, being creative, and finding joy in every aspect of life.
Our systems free you from the founder grind, giving you time to enjoy life.
With Founder OS, you learn to build not just a successful business but a life full of exploration, adventure, and fulfillment.
If you despise the false trade-off between success and freedom just as much as we do, and you want to build a business that empowers you to live your dreams, you belong with us.
This Founder Note encapsulates my why. And it’s the soul of the Founder OS brand.
It’s time to write your own Founder Note. A note that captures your purpose, your drive, your “why.” Because this is what sets you apart. It’s what makes people see the real you behind the brand.
Ready to put your soul on paper? Let’s make it happen. Write from the heart, and I promise it’ll be the foundation that guides you through every decision to come.
As we move from building trust through your brand story to actively engaging with your audience, we’re stepping into the realm of content. And here’s the thing: your story builds trust, but your content keeps that trust alive and growing.
Day 6: Your Content Pathways – Laying Out Your Content GPS
Alright, Day 6 is about your content. Content is the lifeblood of any personal brand. This is how you attract and engage your audience daily.
Content is everything. If your personal brand is an engine, content is the fuel.
Figure out where you want to show up. Then ask, what kind of content am I best at creating? What can I post consistently without burning out?
I like to think of content as a series of paths. You want clear lanes for your ideas - videos, posts, articles, whatever it is. Your goal is to create a system that brings you visibility without taking over your life.
Your Content GPS is a strategic map that guides what you post, where you post, and how often. This isn’t about being everywhere all the time - it’s about showing up intentionally in the places that matter most.
There’s no one-size-fits-all. My advice? Choose three main themes or ‘pillars’ that represent your brand. Then, build content around those themes consistently. This makes your content creation process automatic, scalable, and stress-free.
My content pillars are:
Scalable Systems
Organic Content Systems
Personal Stories
Get your pen and paper and write down your 3 content pillars.
Alright, by now, you’ve laid the foundation for your personal brand. You know who you are, you know who you’re speaking to, and you’ve defined the core of what makes your brand stand out. But here’s the thing – if you don’t share it consistently, strategically, you’ll stay invisible. And that’s where the Content Machine comes in.
The Content Idea Machine is designed to do one thing: make your brand impossible to ignore. Think of it as a factory, churning out valuable, impactful content perfectly aligned with who you are and your audience's needs. And the best part? It’s a system – which means it’s scalable, repeatable, and doesn’t burn you out.
So, here’s how it works.
Step 1: You start by selecting three categories you want to be known for. These are the lanes for your brand – the areas you’re going to dominate. Whether it’s sharing audience growth tips, community building strategies, or scaling secrets – choose your categories and be specific.
Step 2: Pick your approach. Are you the expert who knows this topic cold? Or are you the curator, gathering insights and learning alongside your audience?
Step 3: And now it’s time to fill your Content Idea Machine. Let’s generate 30 ideas in 30 minutes. I’m serious. Set a timer, pull up a blank document, and go to town.
Here’s a pro tip: Start with Educational content. Things like lists, best practices, how-tos, and guides that solve a problem. Then, break down trends, share data, or explain the ‘why’ behind what you do. Add some reflections – share your lessons, mistakes, or underrated skills. And finally, get vulnerable. Talk about failures, obstacles, and hard truths that shaped your identity.
Don’t overthink it. Just write. You’ll be amazed at how powerful this is.
So, now you’ve got your Content Idea Machine up and running - a system that keeps you visible, valuable, and aligned with what you want to be known for. But here’s the twist: even the best content strategy can’t thrive on its own. It needs one final piece - a powerful support system.
Imagine this: You’ve crafted your content, your brand is gaining momentum, but you’re trying to keep all the wheels turning by yourself. It’s like trying to steer a ship solo through a storm.
So, what’s missing? The people, the tools, and the support that make it all sustainable.
Day 7: Tools, Allies, and Support – Assembling Your Team
You’ve made it to Day 7. By now, you’re ready to start building your personal brand. But before you set off, you need one last piece: your team and your tools.
Having the right support means you don’t have to do everything alone. Get clear on the tools you need - whether it’s project management software, a good camera, or a supportive team member.
The goal is to ensure your brand runs like a machine, with or without you.
And when I say ‘team,’ I don’t just mean people who work for you. Think of allies, mentors, even trailblazers who inspire you. This journey is easier when you’re surrounded by the right people.”
As you scale, here is the team you will want in place to build a profitable personal brand:
Social Manager - to grow your Profitable Media Empire
Video Editor - to create inspiring videos
Designer - to help with your brand imagery
Tech Lead - to ensure the machine is running smoothly
And here are the tools I use to build my profitable personal brand:
Hypefury to schedule X content
Athena for Elite Executive Assistants to manage my calendar and emails so I can remove myself from operations
HubSpot for CRM
Skool for online communities
Stripe for payments
Webflow for our website
Google Drive for photos, videos, and b-roll
Google Docs to document all systems
Zapier for automations
Figma for designs
Loom for screen recording (and to reduce meetings)
The Real Freedom of a Personal Brand
Building this brand isn’t about money or fame - it’s about freedom. Freedom to create on your terms, to choose what matters, and to connect deeply with the people who resonate with you.
When you build a brand that truly represents you, it becomes a beacon. A signal to others that you’re here, you’re real, and you’re ready to make an impact.
If you’ve made it this far, you’re ready for the journey. This isn’t just a week-long process. It’s a life-changing commitment to creating a brand that works for you and builds the future you want.
Let's win together,
Matt
