Most people try to build their personal brand by adding more; more polish, more content, more noise. Jonathan Greye flips that script. His philosophy of “unbranding” asks you to strip away what’s not yours and rediscover who you truly are. The result? A brand that breathes authenticity, attracts alignment, and amplifies your highest expression.
1. Simplicity Reveals Truth
As a kid, Greye learned a lesson that shaped his creative lens forever: “Maybe it’s not what you see—it’s how you see it.” In his early art experiments, he realized that when you deconstruct something down to its simplest forms, you finally understand it. He applies this to branding today. A brand shouldn’t be complicated; it should be a clear reflection of your truth. Strip away the clutter, and what’s left is the real story, the one people actually connect with.
2. Proof Before Perfection
Many entrepreneurs obsess over logos, websites, and color palettes before proving they can deliver results. Greye calls this out as backward thinking. “You need proof first,” he says. “Your results are your reputation.” A brand without proof is a costume. Build credibility by showing what you do works. Then, and only then, design the experience that represents it.
3. Permission Over Validation
The hardest part of building your brand isn’t strategy. It’s permission. Permission to be seen, to be imperfect, to tell your story even when it’s uncomfortable. Greye’s own journey through his alter ego Zen With Ben—a comedic, spiritual redneck persona—was proof that freedom comes from creative play. When you give yourself permission to experiment, you build the courage to lead with authenticity.
So What’s the Point?
Your brand becomes magnetic the moment you stop performing and start being.
Your Next EASIEST Step:
Audit your personal brand this week. Ask: Does this still feel like me? If not, strip away everything that doesn’t. When you show up in alignment, the right people will find you.
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