Today’s guest has one of the boldest book titles I’ve ever come across…

It’s called: “Your Brand Should Be Gay (Even If You’re Not): The Art and Science of Creating an Authentic Brand.”

And what I love so much about that title is that Re Perez lives it.

In today’s episode, you’ll hear how Re went from growing up in an all-boys Catholic Jesuit school—where he felt unsafe, ashamed, and unable to express who he truly was because of his sexuality…

…to building a life and brand rooted in deep alignment, self-love, and full-spectrum authenticity.

Fast forward to today—

He’s not only written a book with the word “gay” in the title…

He’s helping some of the world’s most successful entrepreneurs 2x, 3x, and even 10x revenues by doing the very thing he’s mastered: uncovering who they truly are, and building a soul-aligned brand that can’t be ignored.

This episode is a beautiful mix of raw story, deep self-inquiry, and powerful business wisdom.

Show Notes Generated With The Help of AI!

00:00 - Introduction to Beyond Curious and today’s guest, Re Perez

Brandon welcomes listeners to another thought-provoking episode, introducing Re Perez—a Fortune 500 brand consultant turned spiritual brand architect. Brandon previews the episode’s core themes: curating a world with your brand, remembering who you are, and embodying your brand as a spiritual journey.

00:52 - Shoutout to Jhana Li and three themes to watch for

Brandon credits Jhana Li (Episode 146) for connecting him with Re, and encourages listeners to look out for three key insights: repelling the wrong people with your brand, using branding as a path to self-remembering, and the crucial step of embodying your brand.

01:30 - Re Perez’s background and vision

Brandon shares Re’s professional journey and credentials, highlighting his unique blend of corporate branding experience and deep personal transformation. Re is introduced as the author of Your Brand Should Be Gay (Even If You’re Not) and the founder of Category of One Branding.

04:19 - A spiritual transformation in Dubai

Re recounts a pivotal period in his life when a move to Dubai—sparked by a relationship and a high-level job—led to personal collapse and emotional breakdown. This “bus moment” launched his inner journey toward alignment, self-love, and eventual transformation.

08:01 - Healing in Sedona and the birth of purpose

After returning to the U.S., Re embarks on a spiritual retreat in Sedona. What began as a mission to heal a broken heart becomes a revelation of his soul’s purpose: helping mission-driven brands share their impact with the world. This sets the stage for the launch of his first brand consultancy.

10:54 - Remembering vs. discovering: guiding clients to authenticity

Re explains that most clients don’t need to “find” themselves—they need to remember who they already are. His work involves helping them strip away conditioned beliefs and reconnect with their innate joy and alignment to fuel authentic branding.

13:22 - The “I want X, but Y” breakthrough exercise

Re shares a transformative self-inquiry exercise that helped him leave a job misaligned with his purpose. By uncovering his limiting belief that quitting meant “losing control,” he realized that true control came from making empowered choices—an epiphany that led to a pivotal new career opportunity.

19:58 - Creating a category of one

Re discusses why the most impactful brands don’t compete—they stand alone. By looking beyond their competitors and creating from a blank canvas, brands can claim unique space in the market based on inner alignment rather than external modeling.

22:51 - Modeling vs. inner listening: the balance of branding intuition

Brandon explores the tension between modeling successful brands and trusting one’s own inner guidance. Re explains that while inspiration is valuable, the most resonant branding arises when leaders design from what truly brings them joy and reflects their unique vision.

27:25 - Defining brand vs. marketing: perception and resonance

Re lays out his foundational branding philosophy: brand is the desired perception, and branding is the process of shaping that perception. Unlike marketing, which grabs immediate attention, branding creates long-term resonance by evoking energy, tone, and emotion.

33:06 - From hiding to bold expression: Re’s coming out journey

Re reflects on his early experiences hiding his identity in high school and NYC in the '90s, and how his journey to authenticity culminated in the bold title of his book. The title became a branding masterclass in itself—polarizing, memorable, and full of emotional charge.

39:47 - Branding as a spiritual and expressive process

Brandon reflects on how Re’s book helped him reframe branding as a deeply spiritual and transformational process. They discuss how branding influences everything from decision-making to the kinds of people you attract, creating an immersive world built from your values.

42:17 - The identity shift required to embody your brand

They explore the challenges and growth required to live in alignment with your brand. Re shares that the most successful clients are the ones who fully embody their brand—not just define it. He uses the metaphor of Kintsugi (mending broken pottery with gold) to describe the beauty of authentic integration.

53:01 - Making the subconscious conscious through branding

In closing, Re discusses how internal awareness shapes external perception. Before others can perceive you a certain way, you must see yourself that way. Branding begins with self-awareness, and when owned fully, that energy is felt long before words are spoken.

57:42 - Where to find Re Perez and final reflections

Re directs listeners to reperez.com as the portal for his work. Brandon closes the episode by emphasizing that each podcast can change a life and encourages listeners to share the episode with someone who might benefit from its insights.

Links & Resources:

• Re Perez’s website – reperez.com: Explore Re’s branding consultancy, retreats, and resources.
• Book: Your Brand Should Be Gay (Even If You’re Not): A deep dive into authentic branding and the emotional power of language.
• Episode 146 – Jhana Li on Beyond Curious: The mutual friend who connected Brandon and Re.
• Sedona Soul Adventures: The spiritual retreat that helped catalyze Re’s healing and life purpose.