Can my team help me with this?

Yes. They should. Your voice stays yours. Execution can absolutely be delegated. Add a team seat and we train them inside the system.

How is this different from a course or a ghostwriter?

A course teaches you. A ghostwriter replaces you. OBB makes you better at showing up publicly as yourself — consistently.

Do I have to use LinkedIn?

No. Most founders do because that is where their buyers already are. But we support whatever platform fits your business.

Do I have to shoot video?

No — but it helps. The algorithms reward video, and our curriculum leans into it because that is where the leverage is right now. That said, plenty of our founders build real audiences on text alone. The system adapts to your strengths.

How much time per week?

Plan for about 2–3 hours. One weekly call. About an hour of writing. Light engagement with your pod.

Personal Branding for Founders — OBB Mastermind

Visibility is not vanity. ‎‎ I‎t is deal flow. 

There is a version of your business that grows only through effort.

And there is a version that grows because people already trust you before the first conversation.

The difference between those two versions is visibility.

Founders with a clear point of view get invited into rooms earlier. They hire, raise, and close faster. They get introduced to partners they'd never have reached cold.

This has nothing to do with becoming a LinkedIn personality.

It has everything to do with being known for something specific.

"About half of the inbound leads at NickelBronx now come directly from my personal brand. Not ads. Not outbound. Not referrals."

I didn't build OBB because I like posting. I built it because people already understand how I think before we ever get on a call.

That changes the kind of conversations you get to have.

That's the compounding asset we're building inside OBB.

You've probably tried already. Here's where it usually breaks.

Why most founders never start

(or quit by week three).

You don't know what to say

You're not trying to become a creator. Most advice online assumes you are. Posting only works when it reflects what you actually believe. Until that's clear, consistency feels impossible.

You don't want to sound performative

You've seen the fake thought-leader voice. You've seen the airport selfies. You'd rather post nothing than become that person. Good instinct.

You don't have time to "build a brand"

You're running a company. This can't become another job. It has to fit inside the time you actually have.

You already tried outsourcing it

It didn't sound like you. Because it wasn't you. Personal brand is one of the only things you can't delegate completely. You can systematize it. You can't replace it.

OBB solves all four. Together. With founders dealing with the exact same problem.

How OBB works

A focused first 90 days. Support for as long as you need it.

Phase 01

The Kickoff

First 2 weeks

We figure out what you actually stand for — not what LinkedIn says you should post.

1:1 positioning session with Borzou
Audit of your current platform presence — what's working, what's noise, what should disappear
Your first month of content pillars built with you
A 90-day visibility plan tailored to your business and your time

You leave this phase knowing exactly what to say and why it matters.

Phase 02

The System

Your first 90 days — membership is month to month

Weekly 60-minute small-group coaching calls with Borzou. Bring your drafts, questions, and results:

Monthly framework lesson — a deep how-to on a single skill (hooks, narrative arc, voice, formats that work)
Live post critiques — bring your draft, get real feedback in front of the group
Trend & idea sessions — what's worth weighing in on, and how to find your angle
Open Q&A and working sessions — looser format, member-driven

Between calls:

On-demand training library — video-first curriculum covering everything from hooks to platform strategy
Group chat to share ideas, questions, and progress
Peer accountability to help you keep publishing

Video, written posts, or graphics — choose the formats that fit your strengths and your audience. We help you test your approach and learn from what happens.

This is where consistency becomes normal instead of effortful.

Phase 03

Keep Building

Month 4 onward

Your brand keeps evolving. Keep bringing your drafts, results, and sticking points to weekly group coaching.

Live feedback — sharpen your posts, messaging, and ideas
Strategy adjustments as your business, audience, and goals change
Platform updates and practical ways to test what is working now
Coaching and accountability to help you keep showing up
Continued access to the training library and member group chat

Stay for the feedback, perspective, and accountability that help you keep improving.

Optional

Team Seat

$250/month

Most founders already have someone helping with execution. An EA. A marketing coordinator. A contractor. The thinking stays with you — but editing clips, formatting posts, scheduling content, preparing drafts? Your team handles that.

Is OBB right for you?

OBB is for founders who are ready to be seen.

This is for you if

You run a business doing roughly $1M–$25M and people inside your circle respect what you've built
You've been meaning to build a personal brand for at least a year
You want a system, not a vibe. Accountability, not affirmations.
You're willing to invest 2–3 hours per week

This is NOT for you if

You want someone else to write your posts
You're chasing follower counts
You're not actually willing to publish consistently — no system fixes that

Join OBB — $750/month

About the founder

borzou azabdaftari

Founder, NickelBronx & OBB

Borzou has spent more than 15 years building brands through NickelBronx, the brand-first agency he founded in McLean, Virginia.

He's worked with organizations ranging from public-sector institutions to venture-backed startups to global brands, and hosts the Where Brands Get Their Edge podcast.

OBB came out of a simple realization: the founders who benefit most from personal brand are usually the least likely to prioritize it.

He built the system he wished more operators had earlier in their careers.

Borzou Azabdaftari, founder of NickelBronx and OBB, portrait with hand-drawn graphic elements

Start monthly. Stay because it helps.

3 of our 5 original members stayed for a year or longer — on month-to-month memberships. Join for a focused start. Continue for coaching, strategy, and accountability as you grow.

What's Included:

Positioning session
Platform audit
90-day roadmap
Content pillars
Weekly 60-minute group coaching with Borzou
On-demand training library
Member group chat
Live feedback and peer accountability

Monthly — no long-term commitment

$750 /month

Billed monthly. Cancel before your next renewal. The 90-day roadmap is a starting plan, not a minimum commitment.

Join monthly

Annual — OPTIONAL SAVINGS

$6950 /year

$6,950 billed annually. Save $2,050 compared with 12 monthly payments.

Join annually

Team Seat Add-On

$250 /month per seat

Have questions before joining?

Talk with Borzou about your goals, how the coaching works, and whether OBB is a good fit for you.

Book a call about OBB

Small-group personal brand coaching for founders

Stop being the best-kept secret in your industry