Building a Personal Brand and a £20 Million Funnel with Danny Allen-Page

I welcomed Danny Allen-Page, CEO of Gravity 7, onto the podcast to talk about building his own brand, building a personal brand, and how he helps other people do the same. Gravity 7 helps coaches and course creators get more attention, more leads and more sales. As someone who spends my days helping business owners build better brands, I was really interested to hear his side of things, because brand and sales should always work hand in hand.

What I loved straight away was how honest he was. Danny admits his biggest downfall is that he never celebrates his wins. He’s always chasing the next goal. I think so many of us are guilty of this. We hit a milestone and move the goalposts before we’ve even stopped to notice. His real passion is coaching, but he knows the agency can’t yet run without him, so he’s building the systems and team it needs first. For me, that’s a brand lesson too. If your business only works when you’re in the room, it’s very hard for it to grow beyond you.

Danny was also clear that running a business is hard, even though people online make it look easy. His advice is to work out what really motivates you and turn it into a game, so you have levers to pull when you need a push. For him, that means knowing he responds better to criticism than praise. I found that fascinating, because it’s the same thinking I use with brands. You can’t build something that works until you understand what makes it tick, and that applies to you as much as your business.

He had a similar view on social media. There’s so much advice out there, but it isn’t gospel. Some of it worked for one person, some is copied, and some has simply been written by AI. I couldn’t agree more. I see business owners trying to follow every trend and every expert, and their brand ends up looking like everyone else’s. Take what’s useful, then decide what’s right for you.

Then came the number that made me sit up: since 2020, one sales funnel Danny built for a client has brought in £20 million in sales, averaging between £800,000 and £1 million a month. He puts it down to three things working together: an irresistible offer people genuinely want, a growing market, and a system that turns someone who’s never heard of you into a customer. Most businesses, he says, have an offer and a sales process but are missing real demand, either because nobody wants what they’re selling or everyone else is selling the same thing. This is exactly where branding comes in. If you look and sound like everyone else in your market, there’s no reason for people to choose you. Standing out isn’t a nice extra; it’s what makes the numbers possible.

He also said that if you’re a coach, you’re often better off with a sales funnel than a website. I’d add that this doesn’t mean your brand matters less. A funnel still needs to feel like you, and people still need to trust you before they buy. A strong brand is what makes the funnel convert.

The part of our conversation I agreed with most was about personal branding. Danny thinks too many people jump straight to the logo and visual identity, and he sees it as a form of procrastination. As a brand strategist, you might expect me to disagree, but I don’t. A logo is the last piece of the puzzle, not the first. Before any of that, you need to understand your values, who you help and how you help them. Once you know that, start showing up consistently, even if it isn’t perfect. The quality will come, and when it’s time to invest in your visual identity, you’ll have something real to build it on.

My big takeaway from this episode is that a strong brand doesn’t start with how it looks. It starts with knowing who you are, who you’re for and why they should choose you. Get that clear, show up consistently, and you’ll be building a brand that can grow with you, and eventually without you.