What actually makes a brand stick?In this episode, we’re diving into how to build a brand people love — not by chasing trends or designing flashy logos, but by creating something people genuinely feel connected to. Wayne shares how his gyms, now some of the highest rated in Melbourne, built a loyal community not through marketing tactics, but through real moments and consistent values. Fraser reflects on growing a platform of over 5 million followers, and how personal branding online shares more in common with bricks-and-mortar business than you might think.We touch on the difference between marketing and branding, why branding by association (think Gymshark, Nike, Red Bull) works so well, and how you can use identity, consistency and values as your foundation — whether you’re running a business, building a following, or just getting started.If you’re serious about standing out and building something that lasts, this one’s for you.