Sometimes entrepreneurship isn’t a choice—it’s a necessity. When your ideas and goals don’t exist anywhere else, you have to bring your own vision to life. This was the case for Alexa Curtis, founder of Be Fearless Inc. Feeling like she didn’t fit in with her peers, Alexa started blogging at just 12 years old, sharing her journey around mental health and self-confidence. Today, ten years later, Be Fearless has blossomed into a full-fledged lifestyle brand and multimedia platform, complete with a podcast, speaking engagements, and educational programs all designed to empower young people through mental health awareness and self-confidence building.
Alexa’s journey is remarkable: she became one of the first creators to sell her show to Radio Disney and secured partnerships with major brands like T-Mobile and British Airways—all through cold pitching. Her experience offers valuable lessons for aspiring entrepreneurs and content creators looking to stand out in the digital landscape. Ahead, explore the steps from Alexa’s journey that will help you build a personal brand.
1. Find your niche and your “why”
Before launching your brand, it’s crucial to define your niche and underlying motivation clearly. This focus will guide your content and business decisions. “You can’t just go into this wanting to become famous or make a name for yourself. There has to be a why,” Alexa says. For her, the “why” was creating an outlet for herself as a kid from a modest background with no connections, and wanting to make friends on the internet.
Spend time reflecting on your unique strengths and passions. What problem can you solve that no one else is addressing? Let this guide your brand’s direction.
2. Be bold in pitching—and ready to act fast
Don’t be afraid to reach out directly to potential partners or clients. Research to find the team member who handles the relevant area of business. Craft a compelling and creative pitch, and be prepared to act quickly when opportunities arise.
Alexa’s big break came from a bold move—sending a cold email to more than 400 media executives. This led to a meeting with Radio Disney and, ultimately, a show deal. “You get one chance to prove yourself,” Alexa notes. “And if you don’t take the leap, you don’t get the chance.”
Within 72 hours of receiving interest from Disney, Alexa moved to Los Angeles—without a signed contract. While risky, this decision demonstrated her commitment and led to a significant opportunity. Be willing to take calculated risks to pursue big opportunities. Prepare contingency plans, but don’t let fear hold you back.
3. Create a standard operating procedure (SOP)
Managing a personal brand can be complex, especially when juggling multiple partnerships. Alexa uses a standard operating procedure (SOP) framework, documenting step-by-step processes, best practices, and lessons learned in order to streamline operations as she progresses. “Anytime I’ve made a mistake that I don’t want to happen again, I put it in that document so somebody else doesn’t make that mistake," she explains. This will improve efficiency, help you avoid repeated mistakes, and ultimately lead to booking more clients.
4. Focus on value
While social media followers can be important, Alexa emphasizes the value of genuine connections and diverse skills over metrics. When pitching to brands, she suggests thinking through the skills you’ll want to gain in addition to a paycheck. Through her brand partnerships, Alexa has developed a range of skills beyond content creation, such as:
- Negotiation: Learning to advocate for fair compensation and mutually beneficial terms.
- Content strategy: Crafting compelling narratives that align with both her brand and her partners’.
- Social media marketing: Mastering platform-specific tactics to maximize engagement.
- Analytics and reporting: Measuring campaign success and providing valuable insights to partners.
“You can come to the table and sell so much more and make so much more money” when you have these additional skills, Alexa says.
5. Embrace change and learn from mistakes
Alexa views mistakes as learning opportunities rather than regrets. "“I actually love the mistakes that I’ve made,” she says. This mindset has allowed her to adapt and grow her brand over time.
For example, early on, Alexa says she made the mistake of undervaluing her services, accepting deals that didn’t adequately compensate her for her time and effort. As a result, she developed a more professional approach to partnerships, creating standard pricing structures and learning to articulate her value proposition more effectively.
By focusing on authenticity, taking calculated risks, and continuously learning, Alexa has built a successful career working on projects she’s passionate about.
For more inspiration and detailed advice from Alexa, plus a discussion on how she made her way out of debt, be sure to listen to her full Shopify Masters interview.
