Over the past few months, I worked with Josh Spector to overhaul his visual branding.

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Nothing was off limits.

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Socials, website (not live yet), YouTube thumbnails, podcast cover art, and everything else.

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For Josh, it was a long time coming.

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However, for the past 4+ years, his visual brand has remained untouched even though his newsletter and business were growing.

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For Josh, the value of his content and business were outpacing his packaging and pricing.

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He was undercharging by an obscene amount. And he knew he needed to do something about it.

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During our design process, Josh raised prices 2x and is still selling well.

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But until now, Josh hasn't needed to worry about design.

Should you invest in design now or later?

Josh and I are not the same, just like you and I.

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Reader, you might be more like Josh, grabbing any template that works and start publishing into the world without consequence.

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No logo. A black and white theme. Just go.

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I wake up needing to be excited to create. Otherwise, I'd hardly create a damn thing. I'd argue this is a defect of my personality, but it is what it is.

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Josh can sit down at a desk and publish without fear.

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I have a bit of fear when I publish, but having a property I'm excited to use helps minimize my fear.

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I'd argue I wish I were more like Josh, but the anxiety still exists.

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Making smart design decisions will always come first for me, so I don't have to think about it later. I get excited to write a new newsletter or article on my site because I love the way it feels when it goes out into the world.

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Like a published book with a great cover.

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Josh waited until the business demanded more from him.

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To take profits from the business and invest in an upgrade.

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To enable his fans to see more of his personality spilled across his channels.

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To see that he approaches his work like a tailor. He sweats the details.

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Josh optimizes his writing so his value per second is higher than anywhere else.

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So should you spend time designing now or later? Both paths are ok.

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People are drawn to both great design and great content.

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Figure out what motivates you to create.

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Then pick a path, Reader. Then run.

p.s. We'll be releasing more from Josh over the next month, but until then, watch how to design your brand even when you don't know what your brand is.

9740 N Riverside Rd, Mequon, Wisconsin 53092
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