(Using the Identitype System to Monetize Your Brand)

The branding process itself can be an enlightening, empowering adventure. You are discovering how to build an authentic business that stands out in a sea of faceless enterprises.

You are unlocking the tools to crafting a brand that is truly authentic to your voice, you core values, and your deepest motivations.

But while it’s exciting to tap into the mission and leadership platform of your brand, you know that it can’t stop there. You are in business for a reason, and it’s ok to ask the big question:

Where will the money come from?

The answer is quite straightforward, but it does require digging deep and asking yourself some questions. To put it simply, the money comes from trust. In fact, I believe that if you’ve properly established your brand using the Identitype System, your tribe – your target clients – will willingly send cash in you direction. It’s up to you to direct the flow (build an authentic brand that attracts them) and then open the floodgates (through mutual trust).

It’s worth repeating, so I will: Money comes from trust.

 If you’re wondering how to build trust between yourself and your ideal clients, you’ve come to the right place! This article is all about the step-bt-step process for building trust to develop a core chas flow from your brand. Trust begins by connecting to your ideal client’s needs and values (these can be corollary, but they can also be causative).

Step #1: Build Trust

  • Connect to your ideal clients’ needs.
  • Connect to your ideal clients’ values
  • Determine whether your clients are in the “like attracts like” camp or the “opposites attract” camp.

Every single person on this Earth wants to have their needs met and beliefs validated. This is core to human existence. In some way, your brand should be meeting a need for your clients. Maybe you own a bakery, so you are meeting the basic human need of sustenance through food. Maybe it’s more complicated than that, like offering unique perfumes that meet your clients’ need to be liked by others. Either way, whether you offer a product or service, you should already know what “need” your brand meets.

Beyond the basic need, though, you build trust by validating your clients’ beliefs. This happens in one of two ways.

How to Validate Your Clients’ Beliefs

Like Attracts Like

The first way to validate your tribe is to utilize the mindset of “like attracts like”.

In other words, people are looking for solutions that support what they already think. They already have the answer, but they want a solution that supports their natural way of thinking.

This is called cognitive resonance. They’re looking for validation of pre-existing beliefs.

Example: Someone wants to buy a Hyundai, so suddenly they start noticing everyone else on the road who bought that car. Now they think, “This is a good decision, because I see that everyone else thinks so, too.”

That’s cognitive resonance. They need to buy a car. They solved their own problem by wanting a Hyundai. Now they’re looking for validation, which they find because they’re looking for it.

Validate your customer by helping them see how they are already like you, or your cause, or your product.

Opposites Attract

The second way to validate your tribe it so utilize the mindset of “opposites attract”.

These people are looking for a solution because they recognize there’s a problem. They haven’t yet found a solution because they have opposing beliefs, or maybe they’re trying to hold two beliefs that don’t quite line up.

These people have cognitive dissonance, and they’re stuck.

Example: Someone wants to buy a new car, but they are attracted to sleek, expensive vehicles. At the same time, they value economic responsibility and practicality. They’re stuck because they value two different things that don’t line up.

This is cognitive dissonance. They need to buy a car. They don’t know how to solve the problem of economy vs. luxury. They are looking for someone to validate them by offering a solution that somehow values both beliefs!

Validate your customers by offering them a solution that takes their opposing beliefs and values into consideration.

It’s very simple:

Your potential customers are experiencing cognitive resonance or cognitive dissonance.

This is your chance to validate them and build trust.

So how do we translate this to money? You are in business to survive and thrive, after all. We need to use this trust to build cash flow.

Step #2: Align yourself with a need or corresponding belief.

  • What need does my brand fulfill?
  • What belief does my brand validate?
  • Determine your tactic (cognitive resonance or dissonance)

Now that you understand the importance of validating your clients where they already are in their thinking, it’s your time to shine!

Let me walk you through an example scenario. First, you will look at basic human needs first, to determine which need you meet. This could be food, shelter, health, learning, protection, etc. You decide that you want to solve the problem of hunger with a “like attracts like” approach, so you have a cheap bakery. You know that everyone needs to eat, so you want your customers to think, “I need to eat, and I want something that’s cheap and good for me.” You provide them with the exact solution that they already had in mind: a low-priced bakery with simple ingredients. Now you must brand yourself as meeting that need (hunger) and belief (food should be cheap and simple). Voila! There’s the beginning of your cash flow.

But let’s say you fall into the “opposites attract” camp. You know that hunger is a basic human need, but you want to create an expensive, boutique bakery. You are holding two beliefs in opposition: “Everybody needs to eat, but not everybody needs to eat what I make.”


Client Need

Client Belief

Your Target Clients

Cheap Bakery


“Everyone needs to eat good food”

“Like attracts like”

Boutique Bakery


“Some food is special, not everyone needs/gets to eat it.

Opposites Attract

Step #3: Implement & Profit

Of course, you might not know exactly how your brand fits in the validation process, and it does take some more. The bakery scenario is easy to understand, but how do you determine your brand’s beliefs? Whether your brand is unestablished or established, it’s time to go back to your Identitypes and look at the BELIEF QUADRANT.

The good news is that you don’t need to pull a belief out of thin air and start from scratch. If you have taken the test and determined your top 3 Identitypes, you are perfectly prepared to open up your cash flow.

I have grouped the Identitypes according to a deep human need or belief system, so that you can look at each one of these quadrants and say, “Where does my brand fit? Where is my greatest deep-seated belief, so that I can figure out how to attract those who are already interested in what I’m offering to the world?”

There are two basic questions to answer as you follow this chart:

  • Is your brand _____?
  • Does your brand ________?

Look around on the wheel and ask yourself those questions for each quadrant. For example, lets’ look at the quadrant with Wondertrust, Exploriosity, and Sovereignity. It asks, “Is your brand opportunistic? Time-sensitve? Decisive? etc.” Then… “Does it negotiate deals? Optimize resources?” Think about each one of the questions, and determine which quadrant fits your brand’s values and beliefs the most.

It’s possible, of course, that you resonate with more than one. Don’t worry – there is not a hard, fast line between quadrants. A bit of blending is acceptable. What I really want you to understand is that these different quadrants are connecting to different basic needs and corresponding beliefs. Once you’ve determined your primary quadrant, you can look at the big question in the center and direct your message from there.

If you have an unestablished brand, or a brand without a focused direction, you need to find your focus. Your passion. If you see a bit of yourself in this quadrant, but then a bit of yourself in others, that’s okay at the start. But be aware that you must prioritize. If you need to blend two adjacent quadrants, go for it! While it’s not impossible to blend opposing ones, it is much more difficult. Your marketing will go more smoothly and naturally if you can pinpoint one specific area (even if it’s between two quadrants) on the wheel.

Whether you are using the “like attracts like’ tactic or the “opposites attract” tactic, you need to blend voices if you have too many. My first suggestion is to take the test, because then you will have a clear outline of what’s important to you.

If you have an unaligned personal vision and business model, you must first determine which need you are serving. Remember, we start with a need, then validate the corresponding belief, which is outlined in the belief quadrant on the wheel. The need, the belief, the question, and your product or service are all inextricably intertwined underneath the umbrella of your brand.

When you do all of the work behind the scenes like this, it is simply a matter of determining which profit center works best for the need you’re fulfilling. Do you need to buy low and sell high? Do you need to create a better product for your tribe? Do you need to create a network for your clients/ There are so many ways to create a profit once you have looked at the quadrants and aligned your clients’ needs and values with the product and values of your brand.

A final thought: What happens when your brand and voice don’t quite line up? When your own core beliefs don’t match the core message of your brand? After all, it’s not important for only your clients to trust your brand. You need to believe in it, too. In this case, I suggest listing out the top values of your tribe as well as your own top values. Where do they fall? Are they in the same quadrant? Where are the core beliefs? Wherever you and your tribe’s core beliefs diverge, as yourself how you can solve the problem. Do you need to streamline your focus? Can you use your differences to create an “opposites attract” scenario? Try out this exercise to determine if incongruent voices are an issue for you:


My Top Values


My Clients’ Top Values


Which values overlap?

Which values differ?

Now the tough question: If your values are significantly unaligned, what are you going to do about it?

I firmly believe that people are looking for something with which to align themselves. When you have built a brand that your followers truly trust, and that authentically meets their needs (while validating their beliefs!), the money follows.

Meeting a need + validating beliefs = Trust

Trust >> Cash Flow

That’s how you get money out of your brand! Enjoy the process of discovering your profit flow, which can be just as enlightening as discovering your Identitypes themselves. Building a brand is empowering work, and you deserve to turn that brand into a stream of money that will help you and your vision survive in the business world. Enjoy the journey!