Brand It Like Serhant by Ryan Serhant

I loved Brand It Like Serhant. I think Ryan Serhant is an absolute master of personal branding, and what makes him so interesting is that he doesn’t just talk about building a brand. He’s actually done it, spectacularly.

I’m also a huge fan of his television shows, particularly Netflix’s Owning Manhattan. If you’ve watched Ryan in action, you’ll know exactly what I mean. He’s confident, energetic, ambitious and understands how to make himself, his business and the properties he sells stand out in an incredibly competitive market. And that’s really what this book is about.

Published in 2024 by Legacy Lit in the US and Nicholas Brealey Publishing in the UK, Brand It Like Serhant explores how to build a recognisable personal brand, attract an audience and turn that visibility into business opportunities.

Your personal brand is your business

One of the biggest lessons in the book is that personal branding isn’t simply about having a nice logo, choosing the right colours or posting photographs on Instagram. It’s about understanding what makes you different, what you want to be known for and why somebody should choose you over everybody else.

Ryan breaks the process into three stages: defining your identity, creating consistent content and then using that visibility to grow your business. There are practical exercises, worksheets and examples throughout, including contributions from entrepreneurs such as Gary Vaynerchuk and fashion designer Rebecca Minkoff.

What I like about Ryan’s approach is that he makes branding feel like something you can actually work on, rather than some mysterious talent that only certain people possess. And I think he’s absolutely right that whether you’re selling property, running a company or building a career, how people perceive you matters.

Nobody does personal branding quite like Ryan

What fascinates me about Ryan is how successfully he’s built a business around his own identity. He started his career as an actor before moving into New York real estate during the 2008 financial crisis. He went on to become a successful property broker, appear on Million Dollar Listing New York and eventually establish his own brokerage, SERHANT., in 2020. But he didn’t stop at selling properties.

He’s built an entire media presence around his personality, expertise and approach to business. From television and social media to books, educational content and his brokerage, everything reinforces the same recognisable brand. And in my opinion, he’s exceptionally good at it.

I love watching his television shows because you get to see that branding in action. The confidence, the storytelling, the presentation and the sheer energy he brings to everything are all part of what makes him memorable.

You might not want to build a brand quite as bold as Ryan’s, but there is a lot to learn from understanding how deliberately he has built his.

Why this matters beyond real estate

You certainly don’t need to work in property to benefit from this book. Personal branding matters in almost every industry, including healthcare. Whether you’re a doctor building a professional reputation, a healthcare entrepreneur launching a business or somebody trying to establish themselves as an expert in their field, people need to understand who you are, what you stand for and why they should trust you. And importantly, a strong personal brand doesn’t have to mean becoming a social media personality. It can simply mean being consistent, credible, recognisable and clear about the value you bring.

Ryan’s lessons are particularly relevant to anyone building a business or wanting to become more visible professionally.

My verdict

★★★★★ 5 out of 5 stars.

I loved this book and the lessons Ryan shares. I think he’s one of the best examples of somebody who has turned personal branding into a genuine business advantage.

What makes the book so useful is that he’s not simply sharing theories. He’s explaining the principles behind a brand he has spent years building himself.

I’d recommend Brand It Like Serhant to entrepreneurs, business owners, sales professionals and anyone who wants to build a stronger personal or professional brand. Because whether you like his larger-than-life style or not, there’s one thing I think is difficult to argue with.

Ryan Serhant knows how to make people remember his name.

Recommended by Jill Hudson, Editor-in-Chief, The Daily Round.