The two biggest branding mistakes that entrepreneurs and small business owners can make are, first, building their brand in ways that copycat big-name companies and, second, struggling to build a brand sensitive to everyone and anyone rather than focusing on those who are spending with them. Led by Dan S. Kennedy, with the support of Forrest Walden and Jim Cavale, the cofounders of Iron Tribe Fitness, and other marketing and branding vets, including Bill Gough, the top marketing adviser to Allstate agents; Steve Adams, CEO of a chain of 21 retail stores and an e-commerce business; and Nick Nanton of the Dicks-Nanton Celebrity Branding Agency, entrepreneurs learn how to develop and gain profit from their personal or business brand — without a corporate-sized investment. Mastering Kennedy’s branding truths and using proven direct-response advertising and marketing methods, entrepreneurs create their own brand tribe: customers who believe in, buy, and promote their brand. Truths and tactics are illustrated with case studies, examples, and insights from other well-known brands.