The people you want aren’t looking for another expert. They’re looking for a banner to march behind.
Let’s be honest…
The term “personal brand” is officially on the ick list.
You hear it and immediately picture some fake-ass course seller pointing at text on an Instagram Reel.
Or a hustle bro on LinkedIn telling you to “monetize your authenticity” while selling 37 eBooks on how to go viral.
It all feels performative, fake, and way too loud.
No wonder most guys roll their eyes and keep scrolling.
If that’s what branding is…
Most of us want nothing to do with it.
But here’s the part we miss…
Branding doesn’t have to mean being louder.
It doesn’t even have to mean “selling yourself.”
It just means letting people see who you actually are.
And believe it or not, that’s exactly what people are starving for right now.
Authenticity = Leverage
Let’s look at Joe Rogan for a second.
No huge studio. No scripts.
Just a couple of mics, some weed, and real conversations with his friends.
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Low production.
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High trust.
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Massive impact.
Rogan didn’t get where he is because he polished himself into a brand.
He got there by being real… consistently.
He showed up. He spoke freely.
And millions tuned in.
In a world of overproduced sludge, authenticity cuts like a knife.
People can spot the difference.
And when they do, they start tuning in.
This Newsletter is sponsored by Influence.vin
The Real Resistance
If you’ve ever thought:
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“What would I even say?”
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“Who cares what I think?”
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“I’m not trying to be some influencer…”
You’re not alone.
That voice in your head?
That’s what Steven Pressfield calls “The Resistance.”
And it’s not just holding you back from posting.
It’s holding you back from being seen.
You don’t need a polished script or a million followers.
You just need to stop hiding behind your logo, your job title, or your industry jargon…
And start being you.
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Even if it’s messy.
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Even if it’s imperfect.
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Especially if it’s real.
Because in a world of AI-generated corporate-speak and perfectly curated nonsense, your humanity is your edge.
Your mess is your message.
This Newsletter is sponsored by Vin Syndicate
The Math No One Talks About
Let’s do a little back-of-napkin math.
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There are ~17,000 franchise dealerships in the U.S.
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Let’s say each one has 50 public-facing people.
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Each of those people is known to 1,000 others (friends, clients, peers, etc).
That’s nearly a BILLION orphaned brand impressions just floating around this industry.
Now, how many people in the car business have a brand that actually resonates?
Not “he works at X.”
Not “she’s the BDC manager.”
I mean a name. A vibe. A presence.
The kind where someone says:
“I don’t know why, but I f** with that guy.”
Almost no one does it.
Which means the opportunity is still wide open.
You’re chasing every edge in the game…
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Inventory arbitrage
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New tools
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Market timing
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Buying tactics…
This is the biggest edge most people will never use.
Everyone’s obsessed with building a better mousetrap.
But no one’s asking…Where the hell are all these mice coming from?
How to Start: Fly Your Flag
Start small.
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Post once a week.
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Talk like you talk.
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Share a story. A lesson. A screw-up.
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Let people know, like and trust you… not your title.
You don’t need to impress everyone.
You just need to signal to your people.
The ones who see it and say:
“That’s my kind of guy.”
That’s when connection starts.
That’s when trust builds.
That’s when surface area for luck starts expanding.
You’re not building a brand.
You’re flying a flag.
That’s all for now.
See You Next Tuesday.
Stay Lit
Bob
👉 This week’s Vault Drop is How to Build a Personal Brand Without Becoming a Fake.
The playbook for becoming known, liked, and trusted… without cringing at yourself.
It’s free for 7 days. After that, it’s gone unless you’re inside.
About Bob Manor
Bob Manor is the founder of South Ontario Auto Remarketing , Can-Am Dealer Services , and co-founder of Auto Auction Review . He’s also the creator of Influence.vin , a branding and communication studio built for the car business. With over 30 years in the automotive world, Bob specializes in wholesale, dealer services, and identity-driven brand strategy. He’s a regular contributor to well-known automotive publications and uses his platforms to help industry pros re-align with who they are, not just what they do
