104: The Power of the Personal Brand | Featuring Glo Atanmo

If we as personal brands can also create that and build our brand around an emotion, a movement, a message, a mission, that's what people latch onto more than the actual business or product that you sell.

I'm Bonnie Christine and this is where all things creativity, design, business and marketing unite. I'm a mama living in a tiny town tucked right inside the Smoky Mountains, running a multi seven figure business, doing the most creative and impactful work of my life. But when I first set out to become an entrepreneur, I was struggling to make ends meet and wrestling with how to accomplish my biggest dream of becoming a fabric designer. Fast forward to today. I'm not only licensing my artwork, also all over the world, but also teaching others how to design their creative life and experience the same success. I'm here to help you spend your life doing something that lights you up. I'll help you build a creative business that also creates an impact, changes people's lives, gives you all of the freedom you want, and is wildly profitable. Welcome to the Professional Creative podcast.

I am here with the most amazing glow. Atonmo Glo. Welcome to the Professional creative.

Yes, thanks for having me. Bonnie, how are you? I'm doing well. It's, it's just the holidays. I'm like, I'm just in a great mood.

You know that we met, this is almost like our year anniversary about a year ago. We met in Arizona at an event and I was so drawn to you. You prob probably get this all the time, but you are like this magnet of just joy and wicked smart. Like everything that you say that comes out of your mouth, you know, you just soak in and listen to. And I have loved, love, loved getting to know you Glow. You are also one of our keynote speakers at Immersion Live. And so I knew I wanted to have you on the podcast to give everybody just a good dose of glow.

Well, thank you so much. And I think it's like game recognized game you as well. I was just like, she's like this, like, what do you call like the silent assassin. You just, you have this just calm, warm energy, but you're also so brilliant and genius and I love it. Especially in space where everyone in their own right is powerful and you don't, you don't have to force your power. You just command it and you own it. And that's such a beautiful thing to witness.

That is a lovely compliment.

Thank you.

Thank you. I feel the same way about you. We're going to talk about some so, so much goodness today, specifically around entrepreneurship and building a business I would love for you to kind of give today your version of every. To everyone of what you do.

Yeah. So I like to say that I give professional guidance with a personal touch. And I think my edge or my advantage is that I've been posting on the Internet for 23 years, and I was 11 years old when computers were brought into classrooms in California. So grew up with like, ooh, what's this thing? Everyone is outside playing recess and tetherball. But like, we have these at the time. There were the box Mac cameras with the. Oh, yeah, or computers with the pink and the teal on the back. And I, I just obsessed over figuring this thing out. And thankfully my teacher, Ms. Root was like, yeah, if you want to stay in and you don't want to play with your friends. I was like, I don't have friends. I don't know. Make friends. Like, when you grow up, trying to figure out, like, what is my thing that I can do to just belong. And so I found my belonging by writing my story on the Internet, sharing what I was feeling. And that led to two decades of just putting myself out there and sharing with others that your belonging first starts with you. And if you love who you are and you love what you do, that is going to be your greatest superpower.

You know, it's such a testament to consistency and how consistency is really your best friend when you are looking to build a business and find success because

it allows you to pivot and turn.

And I think that's what I've loved watching about you so much, is that you have taken many twists and turns in your business. You've pivoted and you call yourself nicheless. Is that right?

Yeah.

So talk to us about that because I think this idea of having to have a well defined niche can almost be paralyzing sometimes because you, you're putting yourself in something that you want to be known for for the rest of your life. Feels like a big deal.

It's terrifying. And I think as creators and entrepreneurs, we of course want to like, map out our future and have a vision of like, okay, this is where I'm heading. But we also want to leave space to take a couple detours and figure out like, oh, actually this is what brings me a lot of joy right now and what would happen if I just diverted my path just a little bit, because I'm still moving forward and I might not be going in the same direction, but I know that I'm still going to reach some destination as long as they stay consistent. And so Many of us are probably driven by the fear of, like, well, this is what's bringing me the most amount of certainty. I know exactly where this is headed. This is all I know. This is what I'm going to stick to because it makes sense. But I love this idea of being a little unpredictable because not only does it keep your audience on their toes, like, what's going to do next? But it also surprises you and keeps you feeling alive because you don't even know what you're going to do next. And so this journey of every day, like, well, let's see what I feel like doing. But also, if I stack all of these days of doing something different and adding these random ingredients to build this soup of a recipe, like, whoa, that's going to be a really unique life. And I can't wait to meet that person on the other side.

That's exciting. That'll get you out of bed in the morning.

Yeah.

So when I look at you, I think that one of the things that you've done so well that has allowed you to do this is build a personal brand. Is that what you would also say has allowed you to kind of pivot and turn.

Absolutely. And I think that goes back to being nicheless because when you build a personal brand, like, you are the niche and so people will follow whatever direction you go because they're so connected to your story and the person behind the business. And I'm also mindful that, like, our favorite brands that we grew up, you know, just buying over consuming, but Nike was one of those brands for me. I was like Phil Knight with you know, his book Shoe Dog. This is a brilliant story. And it wasn't the check mark that we got attached to. It was Serena Williams, it was Tiger woods, it was Michael Jordan. And they personified this energy and this idea of just doing it, just going after it, whatever that goal or dream is. And so you would watch the Nike commercials and you're like, ah, yeah. Like I, you know, and you don't have a lick of athletic ability, but you're like, I could do something in that form with whatever my dream is. And I got so connected to that feeling. So if we as personal brands can also create that and build our brand around an emotion, a movement, a message, a mission, that's what people latch onto more than the actual business or product that you sell.

You know, there's conflicting advice out there. Like, you should always build a business that you could sell.

Yeah.

Or maybe you don't want to be the brand because you want to. You want to build something that lives on beyond you and things like that. And I've been thinking a lot over the last year, specifically for the creative, that it is not just what you make or produce, it is you. And that's what makes you different. It's what, for me, it kind of is what reduces my worry about people stealing my art or AI, replacing whatever, because, well, I'm attached to it. My personal brand is attached to the work, which means that not only can I pivot, but that I really am truly, uniquely me. And so no worries. Nobody can copy that. No one can replace that. Right?

Absolutely. And if everyone can think of, like, one person that they really admire, whether they're a singer or an actress, Oprah is my person. And I look at Oprah the person, but also Oprah the journalist, Oprah the TV anchor, Oprah the tv the host, Oprah the producer, the network owner. It has been Oprah at every season. No matter what she did, people could copy the format, the style, the personality. But Oprah was Oprah at every season, and that's what makes her this multi billionaire. Hello. But, you know, it just. It's so liberating when you allow yourself to step into the power of just owning a personal brand that has an identity that is fluid dynamic, but also is what connects their audience to them at the end of the day.

So something that we work through a lot here on the podcast is kind of that fear of putting yourself out there. And a lot of times we tend to hide behind our work because we want to show the fruits of our labor. We can show our process. We can show our finished work. But to really stand confident, confidently, and say, here I am, is an entirely different kind of thing that you have to approach and get comfortable with. So what would you say to someone who's really looking to step in to that personal brand and own it?

Let me first say that I. Again, 23 years of posting on the Internet, and I felt this last week, I'm still afraid of being seen.

Thank you for saying that. I think we all are, all the time.

And all it takes is me coming across an article of someone that I respect and someone else tearing them down or a Twitter thread ripping them to shreds. And I'm just like. Like you do. This is a person. And I think the more powerful someone becomes, the less humanity we give them, the less compassion we have for them. And that terrifies me because I'm. I'm still a person. And I never want to get so big that it's like, oh, easy for you to say. Glow with your millions and your mansion. Like, I never want to be so unrelatable that people take away my humanity. And so part of me is like, okay, let me show that I'm successful because that gives me credibility, but let me stay close enough to the ground and humble so that people know that I get it. I'm with you. You know, I'm here. Yeah, it's this constant tug of war, and it sucks. And to this day, I'm still battling with it. But if I had one piece of advice is when I create content, like, right now, I'm in this space where I'm, like, producing. I'm writing these sound bite messages exactly as they're coming out, and I don't filter myself when I write. And that's interesting because it's like your. Your diary. It's like publishing your diary, but I'm like, no, like, put it out as raw as you thought it and then polish it up later. And I let the rawness sit for a day, and the next day, when it's ready to be polished, I'm like, oh, here's what I think I meant. Here's what the public might perceive. Here is the attack that I could get for saying this, and here's what I'm okay with putting out. Yeah.

So less in the moment, more really being thoughtful about all the different angles and. And, you know, there's some kind of unattachment to that as well. Like, I know I'm thinking of someone right. Right now that I heard recently say that if you want a piece of content to go viral, it has to be controversial. And so the more the better. In his mind, the more the better, because all it's doing is driving the algorithm. And I'm like, oh, but that. Oh, but no, it's hard.

You know, that's super interesting. When I was in a season of being a travel writer and I was doing a lot of solo travel, and a lot of my content was centered around, you know, budget friendly places or the most luxurious places, beautiful places, all that kind of stuff. It was all opinion based. It was all based on my experience. And I went viral twice through articles. Like, one Specifically, I would get these messages from, like, college friends who kept asking me, how do you afford to travel? Because they knew that I was poor growing up, and they knew that they made more than me. So they weren't asking out of, like, admiration and curiosity. It was like, how can someone like you be traveling to these places when you Know, I'm clearly better off than you. And so I wrote this article that was titled Stop asking me how I afford to travel. And it went viral, I think a half a million views back then when people read articles, tens of thousands of shares. And so of course, like, emails of like, you know, must be nice to, you know, spend daddy's credit card to fund your trips. And my dad had passed away that year before, so it was just all of this trust fund, baby this. And I was like, oh, wow, what? People don't even care to. So, like, even like a Google search or just, oh, your rich husband. I was single. Like, people will just blurt out whatever makes them feel justified for not living the life that they truly want for themselves. And so I recognize that, like, while Virality did numbers for my business, it got me brand deals. It actually got me a lot of sponsored trips after that. And I was like, oh, okay, so this is the price, but this is the prize price. And you have to weigh out the ratio before you deeply desire something, write out all the prices that you might have to pay to get the thing. And once I went viral enough times, I was like, I'm done paying the price. And now I'm only creating things that feel safe and that wouldn't scare me if someone tried to, like, throw it in my face ten years later. Yeah.

Yeah, okay. I love that. Like a good sleep on what you're going to share and then thinking about it from all the different angles makes you feel more confident. I love that.

Yeah. And it's, it's always going to be a journey. Like, we grow and evolve and new information, new books, new studies, new research, like, all of that shapes how we believe and how we show up in the world. And if you do change the way you think and you've already put out a piece of content that is contradicting, you have to be okay with that because a finished piece of content is better than like a finished thought with unfinished content. So put out the unfinished thought as long as it's a finished piece of content.

Yeah, that's impactful.

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Okay.

I want to talk about pivoting in your business. Can you just give listeners an idea of the different kind of pivots you've made in your business? What have you been known for? I know you can rattle off at least a handful.

I'll only speak of recently because being being a 12 year old blogger who was sharing all the cute guys in school, their names. My proudest era of my Internet posting day. But yeah, I think probably most notably was travel blogging. Like that was something that was like a good portion of my life, maybe seven or eight years. And then I started diving into personal development, like what it meant to be a thought leader and then motivational speaking, like, did the whole like Tony Robbins stage and stuff and like got to see what that world was like. And then as an ambitious woman, I had always, like struggled with dating. And so like once I found love, you know, recently engaged, I was like, oh, okay, maybe there's, there's something here to, to share with people. And I would say that was the hardest and weirdest and strangest pivot because that happened, yeah, I would say probably in the last 12 months where, yeah, it just started off as something where I was like, you know, we had been dating for a few months and I'm like, this is my person. It's that when you know, you know, and I'm like, oh, I get, I get. Okay, this is. Yeah, it's easy. We don't have to like, force connection. We don't have to romanticize each other. You get me? I get you. We want life partnership. Yes. Like love, romanticism, Hollywood stories. No, like, from a very, like, methodical level. We understand life partnership. And so once I was like, yeah, let me just share the update on Instagram of like, I'm taken. It was never meant to be more than just that post. And once I received so many comments and personal friends who were like, my millionaire girlfriends who were really successful CEOs of their business, texting me, like, glow. How Glow Where? Glow when help. Because they had struggled so much as ambitious women, intimidating, like their counterparts. So I was like, oh, well, okay, I'll just share, you know, more snippets, sound bites, you know. And two weeks later, when I saw the, the same comments and questions coming in, I was like, okay, let me put together a little ebook guide, a little dating guide, $27 really low ticket. A month later. It was a six figure product. It had earned me six figures in under a month. And I'm just like, this was not a business. It was a literal experiment just to help. And that's the beauty of pivoting. You don't know how much money you are missing out on by not experimenting and trying to build things. Because we want that guarantee of success. This has to work. I'm going to over optimize, over plan, strategize. Here's the funnel. Sometimes it's literally just answering the questions and then creating something that's easily digestible for the masses.

That my question that I would love for you to answer is, how do you know it's time to pivot? Ooh.

I always relate being a creator to being a musician. And Harry Styles, I think, said this on his last tour, where it's hard for him to tour because he's already on the next album while he has to sing the current one. And imagine people are paying hundreds of dollars to see you perform your music and you're already onto the next album. Like, that's a really tough place to be. And I think as entrepreneurs and creators, like, we often live in that space as well, where we have to hold space for who we are, but then make room for the person that we can become. And when the person that you can become is tugging at you harder than the person that you are, I think that's a good indicator to pivot, but also, and also be smart about, like, what it means about the income that you might have to let go of because you can't just chase every inclination for novelty. Like, I feel new, I want different. I must pivot. Because Glo said, you just try and experience. I'm like, no, listen, if you got kids and bills, do what's smart and what makes sense and then make the hard pivot when like the new thing replaces the income.

Yeah. And I love how you really listened to the people in your audience. Like when someone is asking you for something over and over and over again. I kind of had this moment with education. Like, I didn't set out to educate. It wasn't on my radar, it wasn't on my ten year vision plan.

None of us did.

And it's like asking over and over and over again. And I had this moment of like, you know what? Okay, and look, you know, look what happened. And so I think sometimes we underestimate responding to the questions that we're getting. And then also sometimes I see people make offers, right? They come out with a new product or something and it falls flat. And I'm like, well, how many times have people asked you for that? And they're like, oh, well, never. It's something that I, I wanted to do and there's something there to really listening, having an ear to the ground. Would you say, yeah, and I think

it's okay if you, I don't know, you answer a certain tug that you feel like, called to create something because it's obviously the money and the success of a product is a byproduct of building it, but it shouldn't be the only thing that, you know, calls you to do something. Like there are those passion projects that might not make you a time, but you feel so good and fulfilled and you learn so much about yourself and maybe develop a new skill set in the process of building it. And I think that's just as important. Like, I don't need everything I do to be a bestseller. Like, I have 11 ebooks, all of them have done at least six figures except for one. It was a home office boho style guide. Like you can see here. Yeah, I, I, this is my first place. I was nomadic for eight years, lived through 99 countries across six continents. And when I got this place, I was like, I want to live in a high rise and I only want to furnish everything through Amazon because I don't like shopping and I need everything delivered to my doorstep. So in two weeks, I built every shelf, mattress, bed, table, chair. I put everything together and Then I compiled a list on Amazon of everything that I bought. And I did that for me. It was like, I mean, it brought in like 20k, which is a failure, relatively speaking, to the other ebooks. But I was like, this is something that was just fun to make. And I have this directory of all the things that I did to furnish this place on my own. And as someone who lived out of a suitcase for so many years, I'd walk into this place with this deep sense of gratitude. Not because of the things, but because I could finally see what success afforded me. I wasn't buying anything. I was maybe taking a nice yacht trip to feel successful, but to be in a place where I'm like, oh, wow, that, that was a course that bought me, that that was an ebook. That was a speaking engagement that caught me that, that was a feeling that I was so new to. And I was like, oh, this is cool.

That leads me to my next thought that I want to hear you talk about is really defining what success is for you. And I know your success. Glo, you are a phenomenal entrepreneur. You run a seven figure business. But I've also heard you talk about how you don't necessarily just want more and more and more, which I think is kind entrepreneurs like, mo, like, it's just always, well, can I outperform the last? And so could you just speak to that, like, satisfaction and what success means to you, how that has played out for you over the last few years?

Yeah, like, I have a lot to give and I know the gifts that I have and the potential that I have. I want to give, I want to die empty. I want to know that on my deathbed I'm like, I'm ready, like, take me home to glory, God. Like, let's do this. I, I just, I really want to steward his gifts well. And I also know that I am deeply introverted and I have. I struggle with a little bit of social anxiety. And I love my solitude. And I, I don't want to be famous. I want my work to speak louder than myself. And when I would look like I'm thankful to be in certain rooms where I could see the byproduct of fame or deep success. And I'm like, oh, I really don't want that. I still enjoy just being a human and just walking down the street and just not having expectations to be and be on and perform for people all the time. And so I just took all of that into consideration, like, as I was building up and I had a friend who Told me this recently. She's been in my life for a decade, and she's seen all my pivots and the success journey and all that. She's like, glow. I just. I just want to let you know, like, it's really impressive how you haven't, girl bossed your way out of relatability. And I laughed so hard because I understood exactly what she was saying. And I think there's a way to be so ambitious and so driven that you turn off every other aspect of your life for the sake of being that person that has the millions or the billions. And there's nothing wrong with that if Success is a $100 million portfolio, like, no shade. And I think the clearer you get about what brings you genuine, unadulterated joy, like, and you'll realize the most valuable things in life you can't buy anyway. So what are you doing to currently invest in that? The relationships, the love, the kindness, the gratitude, the compassion. All the things that don't have a price tag. If you're not working on that now at this current income level, collapse is not guaranteed, but, oh, my goodness, it is very likely. And we see so many horror stories in Hollywood because of that. It's like they didn't develop themselves before they got all the things that came with the fame and the riches. And so I'm just so big on personal development. And so if my journey of entrepreneurship, which I know I'm going to be doing for life, I'll probably write my final ebook on my deathbed. Like, wait, wait, publish this one. Proceed to this charity? Like, I just have so much that I want to share, and that, for me, is success. Loving who I am, loving what I do, and loving who I am while I do it.

Okay, so I know that you have something coming up that is a way that you are sharing with so many people the wisdom that you hold. Will you tell us about it?

Thank you. Yeah, it's this, like, a business bundle. So I know oftentimes, like, when we. We know that we want to do better in life or in our business, and we don't know where to start. And so I look back kind of on, like, my discography of all the video lessons, all the courses, the ebooks, all the things that I've created, and I kind of put together this, like, puzzle, and it's going to be like an Advent calendar, Like a business bundle Advent calendar. And so each day it's like a different video lesson, a different course, a different product that's meant to help you on your creator or entrepreneurial journey. And it's timeless lessons on top of it. It's strategy, but it's also like development, it's mindset, and it's like very proprietary processes, tools, systems. Like, I'm terrified because I'm like, I know what this is worth, but I'm going to put myself out there and just like, be generous for the holiday season and hope that it reaches all the people who need it.

Yeah. Okay. This is the best Advent calendar ever for entrepreneurs. It's like, this is what you want for Christmas. Where can people go to find out more?

2024 business bundle.com 2024 business bundle.com we'll

put that in the show notes for today's episode as well. I would also love to have you talk about the idea for this. I know a little bit from talking with you earlier. I just love the practice of ideation, specifically when it's something that you've never done before. And I don't know about you, but I have got. I get to a place where actually don't really do something that I haven't done before. Very often it kind of goes on this annual cycle where we're doing the same thing, but, you know, refreshed for this year. So, like a new idea, forging new ground, new path, new, new ideation is so exciting. Can you talk about that?

Yes. And first I want to just edify you because I think it is the most courageous thing to be able to do the, the consistent thing and. And show up and do it, because we're not all wired like that. But I think that's the braver path because it's easy to get bored, but to do it in spite of the boredom. Because if you're on a flight, you don't want your pilot to be like, today I feel called to just try a different route. You want your pilot to show up, do his job, him or her, and fly you to your destination.

That's so good. That's.

So we don't need creative pilots.

I am this weird creature of habit. I do like. I like a rinse and repeat. I like a habit. And I know that that's not true for you. We've talked about this. Because it's also not true for my husband. You two have very similar personalities, but I think we need to talk about that more.

Yeah. Just the thought of that analogy, I'm like, wow, that's really true. It just came to me.

Creatives don't need to be pilots.

Exactly. And I think when I'M in the ideating stage. There's so much like, I oscillate between excitement and doubt. I'm like, oh, but what? But then, like, but that's been done. Will that work? That's probably. No one's gonna get that. And I allow myself to have a day where I'm just like back and forth in my mind, just like fleshing out all the reasons it won't work, but also all the reasons it will. And then I get up my whiteboard and I just like, I had this like, massive, you know, anyone can get it on Amazon whiteboard where I'm like, okay, here's the market, here's. Here's the, the concept, here's the idea. Here are the 25 days and all the things that I think, okay, do a value ascension and kind of like map out all the things that someone might need on their creator journey. Also put the level on each day. This is more intermediate. This is advanced. This is for all levels. And I just. I myself to be a kid in a playground and I just, I go to work and it's almost cliche to say it's that late night session. I have like a color light, so I use blue. If anyone's curious. Blue light is great for productivity and focus. So I really. It is. So I put my blue lamp on and it's just. Yeah. And then I just have like. I either have a gospel soundtrack or an affirmation soundtrack in the background on the speakers. And I'm just like, someone else is drowning out my own self doubt. Like, I'm like, okay, feed me, feed me. And I just. I am almost this creative or this mad scientist. I don't even recognize myself in that moment. And I won't go to bed until I finish. It could be 4:00am and I'm like, nope, I'm still. I don't. I abandon my routine on days where an idea comes to me because that is the most precious hour to honor the, the sacredness of like, ah. You just never know what it could become. And sometimes we're like, well, think about it. Tomorrow. Tomorrow comes. You're like, oh, it's stupid. It's like, no, it's not. You just give it an hour. Like, flesh it out through. And so I. I have like two of those moments per year. And when they come, I'm like, it's happening. It's happening. Like the office. Like, it's happening. Everybody stay calm. Stay calm.

Okay, I love this. Do you have any filters that help you decide between what's an idea worth doing this with. And what's just an idea that might just be like a distraction?

Ooh, that's a really great question I have. And I think every entrepreneur business owner should have this. A list of my favorite clients in this sounds bad. I'm gonna say this, but, like, I hope my clients aren't listening.

They all think that they're on the favorite list. It's okay.

They all are, of course. But these are people who are just quality students. They make you excited to be a teacher role, like, in your teacher role. They just, they're receptive, they're open minded, they're transparent. They do the work. They don't blame you for not like, oh, I. They don't wait for you to give them steps. They're proactive and they take accountability and responsibility for their future. Like, they. That's the kind of student I am. And so I love to see that in students when I'm a teacher. And so anytime I have an idea that I'm like, is this a distraction? Or do I think there's, like, weight to it? I email that, like, very small list of people and I'm like, hey, does this sound interesting to you? And I let them give me honest feedback about, like, well, what if it was like this? Or wouldn't this be combined with this? Because they are the people that are almost like lifetimers. They've enrolled and taken every single product or service that I've offered. So they know me in a way that my other clients don't. So I also allow them to give me the honest feedback of like, okay, this also sounds like something that you did. Like, this. Is this an updated version of it? I'm like, oh, is it? And so that's what I do. And based on their feedback, I either launch it or I just keep it in the archives. You.

You create like a hot seat for yourself.

Oh, pretty much.

I. I did this recently with this idea of the coaching program that you. You saw.

Yeah.

So a couple of months before that, I just called myself a little hot seat with the people who I would say are. Are just like, what you're saying. They're the people who know me inside and out. They know what I'm capable of, they know what I teach, and they. They'll know whether this is an idea worth worth pursuing or not. So I love that.

That's awesome.

Yeah. Glo, you're amazing. Thank you so much for joining us today.

Always a pleasure. Seriously. I am so excited for your new program. For anyone who hasn't joined yet. Like, oh, you're gonna be missing out, like, and excited to help any way I can. Seriously. Like, it just. It's such a. It's such a great way to pour into people.

Yeah. It has been amazing, and I know we're gonna feature you at some point there, too. Thank you so much. Thank you for joining us, listeners. Create the beauty that you want to see come alive in the world. And remember, there's room for you.