What if repetition isn't boring—but the secret to being remembered? In this episode, Dara Levan sits down with award-winning marketer, two-time author, and personal branding expert Aliza Licht, who is publishing her novel Off the Record: Secrets of a 90s Fashion Insider in New York as a live, unfinished manuscript on Substack—one chapter a week.
Licht shares why "repetition is reputation," how to build brand equity in your own name instead of relying on your employer, and why authors must build an email database before launching a book. She also reveals the mindset shift that separates those who get noticed from those who stay invisible.
Whether you're an author, creative, or entrepreneur, this conversation will change how you think about visibility, authenticity, and owning your narrative. Learn why personal branding isn't bragging—it's positioning.
TIMESTAMPS: 0:00 - Intro
0:22 - Aliza Licht's background and Substack
0:55 - Repetition is reputation
3:16 - Gut and intuition in branding
4:05 - Off the Record manuscript origins
6:05 - Taking risks and copyrighting work
8:03 - Visibility vs. being seen
9:10 - What do people come to you for?
10:31 - What people say when you're not there
12:23 - Packaging truth for different audiences
15:44 - Branding is not bragging
18:54 - Build your email database
23:05 - Content creation and consistency
27:39 - Off the Record chapter update
38:02 - What brings joy
39:55 - Outro
Aliza Licht:- Substack: Off the Record
- Instagram: @alizalichtxo
- Website: alizalicht.com
- Book: On Brand: Shape Your Narrative, Share Your Vision, Shift Their Perspective
- Book: Leave Your Mark
- Substack: Off the Record: Secrets of a 90s Fashion Insider in New York
Dara Levan / Every Soul Has a Story:● https://www.instagram.com/dara.levan/
● Website: daralevan.com