Brand Built

How Nat Berman's Coaching Community Grew Rapidly From Blog Beginnings

January 18th, 2025

Founded By

Nat Berman

Days To Build

Founders

Profitable

Yes

Days To Build

Year Started

2024

Customer

B2B

Founded By
Nat Berman: Days To Build
45: Founders
2

Profitable
Yes: Days To Build
45: Year Started
2024

Customer
B2B

Who is Nat Berman?

Nat Berman, the founder of Brand Built, is a former corporate recruiter from New York City who transitioned into digital entrepreneurship and coaching after starting a successful blog. With a background in building a substantial portfolio of content websites and expertise in LinkedIn engagement, Nat now focuses on helping others grow their brands and businesses.

What problem does Brand Built solve?

Brand Built solves the problem of loneliness and uncertainty faced by entrepreneurs and business professionals by providing a supportive community where they can build personal brands, gain valuable insights, and experience genuine interaction and networking opportunities that aren't found in other communities. This alleviates the frustration of going it alone, offering a space to connect, learn, and grow with direct, no-nonsense advice from experienced entrepreneurs.

Brand Built Homepage

Founder-Market Fit

Skills

What skills did Nat Berman have that led to their success?

No Code

How did Nat come up with the idea for Brand Built?

Nat Berman came up with the idea for Brand Built after feeling disconnected from his corporate role in recruiting. He was inspired to create something of his own after a friend introduced him to blogging on Blogspot in 2007. This sparked his interest in digital content and opened his eyes to the potential for building an online business. He initially started writing about topics he enjoyed, like sports and entertainment, which grew quickly and allowed him to quit his job within nine months.

Through his experiences with blogging and the creation of multiple content websites, Nat learned the value of building digital presence and community. As he transitioned to LinkedIn, Nat realized the similarities between networking on the platform and running a website. He saw an opportunity to leverage LinkedIn to build a supportive space for entrepreneurs and professionals seeking to enhance their personal brands. Nat's interactions with others on LinkedIn and his encounters with community-driven content led him to conceptualize Brand Built alongside his partner, Darren Mass.

Before solidifying the Brand Built concept, Nat faced challenges, such as the decline in organic reach on his websites and burning out from one-on-one coaching. However, he overcame these by integrating his learnings into the community model—choosing to focus on group coaching and continual interaction with members for personal and business growth. This approach was validated over time, with adjustments based on member feedback and the realization of his initial content experiences. These challenges turned into key lessons, reminding Nat to adapt and listen to the audience's needs actively.

How did Nat Berman build the initial version of Brand Built?

Brand Built was developed through a strategic focus on community-building and leveraging personal brand expertise. Nat Berman and Darren Mass initiated the process by creating a foundational course, targeting both their coaching insights and the power of a shared learning environment. They utilized a platform called School for easy setup, allowing them to start the community in just a few minutes with minimal upfront development. The initial product was heavily content-focused, with offerings such as courses, discussion forums, and networking calls. Over time, they faced challenges adjusting the pricing and membership structure, which they refined based on user feedback and engagement patterns. The initial build was demanding and iterative, requiring adjustments in technology and community dynamics to align with member needs.

What was the growth strategy for Brand Built and how did they scale?

Brand Built leveraged LinkedIn as a key growth platform, focusing on creating engaging content and building a strong professional network. Nat Berman started sharing his entrepreneurial journey by posting videos and updates, which initially drew a modest following. Over time, through consistent engagement and relationship building, his LinkedIn presence grew substantially. This engagement included actively commenting on others' content and connecting with like-minded professionals and potential clients.

Why it worked: LinkedIn is ideal for professional networking and establishing thought leadership. Berman's consistent content, focusing on business growth and motivation, resonated with other entrepreneurs and business owners, making it an effective tool for boosting his coaching visibility and eventually leading to the exponential growth of the Brand Built community.

Community Engagement

Brand Built significantly focused on nurturing a dedicated community. This involved interactive coaching calls and community chats that encouraged active participation. The owners realized early on that repetitive lectures were less effective than dynamic interactions, shifting focus to discussions that promoted member involvement and knowledge sharing.

Why it worked: Interactive engagement fosters a sense of belonging and continued learning among members, which increases retention and attracts new members. This model ensured members received tangible value from active participation, distinguishing Brand Built from other more passive learning communities.

Tiered Membership Pricing

Building on the community structure, Brand Built implemented a tiered membership pricing strategy, starting with a lower-cost option at $49 per month. This approach opened the community to a broader audience without diluting value, as those needing premium features could opt for a higher-priced tier that offered more access and benefits.

Why it worked: By offering pricing flexibility, Brand Built could attract and retain a diverse member base, from fledgling entrepreneurs to seasoned business owners. This model catered to different budget levels while maintaining high engagement and satisfaction among its more committed members.

Referral and Direct Sales

To accelerate growth, Nat Berman frequently utilized demo calls and direct outreach to potential members. By conducting daily demos, he gave prospective members a real-time look at the community's value, addressing questions and providing insights into the community's benefits.

Why it worked: Direct interaction through demos and calls personalized the membership process, effectively communicating the benefits and building trust with potential members. This approach increased conversions as potential customers could see firsthand the opportunities for growth and networking within the Brand Built community.

What's the pricing strategy for Brand Built?

Brand Built prices its offerings at two tiers: $49/month for community access and $195/month for unlimited access to coaching calls and courses, reflecting a strategy to capture a broad audience while maintaining an accessible entry point.

Membership Plans

What were the biggest lessons learned from building Brand Built?

Adaptability is Key: Brand Built evolved from blog-based businesses to a dynamic LinkedIn presence and coaching community, showing the importance of pivoting when original traffic sources decline.
Engage Consistently: Nat's success on LinkedIn came from understanding the power of engagement. Daily interactions with other creators were crucial in building relationships and growing organically.
Community Over Solo Efforts: The initial reluctance to start a community was overcome through partnership, highlighting the importance of collaboration to prevent burnout and enhance success.
Listen to Feedback and Be Flexible: Transitioning from structured lectures to interactive calls in Brand Built was a response to member feedback, underscoring the need to adapt based on user input to deliver value.
Focus on Sustainable Growth: A steady and measured approach to growth, rather than rapid scaling, has been prioritized to maintain quality and member satisfaction.

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