Ep#22 :: How to build a brand that matters and spark a love story with your audience

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Are you creating amazing content, showing up online and seemingly doing all the things, but struggling to get your brand noticed by the right people?

You’re definitely not alone!

With more and more people launching their businesses and vying for our attention it can feel overwhelming and sometimes disheartening when you know you have so much to offer.

But here’s the thing: 

The shift that’s taken place in the digital age is that marketing is no longer about the products you make and the services you sell - it’s about uncovering the ‘why’ behind what you’re doing in the first place.

In today’s podcast episode I’m sharing a simple framework that will help you crystalize your messaging to use across all of your online channels and ensure you’re connecting with the right people, so you can create a brand cuts through the noise and builds a loyal tribe of fans who can’t wait to work with you!

Listen to the full episode:


Before we dive in, let’s get super clear about what exactly a brand is.

A brand is simply an expression of how you show up in the world.

It includes the visuals you use in all of your communications; the tone of voice you use to speak to your audience, as well as the values you live and breathe by each day in your business.

But here’s the thing: People fall in love with brands because of the emotional connection they make with them - and by doing this - they create loyalty beyond reason.

Think about the brands you love: you don’t even question if there are any other options - you just instinctively want to buy from them and you probably love them so much you’ll talk about them on social media and become advocates for their brand in the process.

Clever branding is all about cultivating an emotional connection with your audience and is what separates a good brand from a magnetic brand AKA a Love Brand.

And when there are two equally attractive options on the table, your brand will be what sets you apart.

So, a brand can either be focused on an individual person - which is where you’ll often hear the term “personal brand” or it could be an entity that comprises one or many people who are all working together towards a common vision.

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For example:

Collective Hub is an Australian online platform, print magazine and community of trailblazing entrepreneurs, led by Lisa Messenger. Collective Hub is the overarching brand or entity which has various people who work for the brand where they are all united by their mission to ignite human potential.

Founder, Lisa Messenger also has her own personal brand where she still aligns with the Collective Hub brand, but through her personal brand, she gives more insight into her day to day life; her driving values and what goes on behind the scenes to build the Collective Hub community.

For personal brands the various was you show up in your business are all elements of your overall brand experience including:

  • your personal style;

  • how you deliver your message to your audience;

  • how you interact and engage with people ; and

  • what you stand for.

This is why it’s super important to get clear on how you want to show up in your business from the get-go.

The truth is: a confused mind never buys. The more clarity you create around your messaging and the more consistent you are in how you show up across all of your channels, the more effortless it will become for you to build trust with your dream clients.

Here’s the most important thing you need to know:

A brand is most definitely not your logo!

Your brand is also not static - it’s a living, breathing thing that constantly evolves as a story you intentionally craft each day.

In the digital age, you have the opportunity to cultivate your brand on a daily basis through the social media posts you share, the blog posts you write; the podcasts and videos you create which all form your overall online presence.

When it comes to cultivating an online brand: authenticity isn’t optional. It’s essential.

To quote Seth Godin: “People do not buy goods and services. They buy relations, stories and magic”

To wrap things up I want to leave you with a super simple framework you can use to get clarity on your brand to make sure it’s sparking a love story with your audience.

Vision.

This is where you’re answering the question for your audience: who are you and why should I care?

You’ll want to consider things like:

  • What are your unique strengths that you’re able to tap into and be of service to others?

  • Why do you do what you do?

  • What led you to where you are today?

  • What is it that motivates you to create the change you want to see in the world?

  • What are the core philosophies that drive your everyday business decisions?

  • Why will other people care about this? How will they feel like they are connected / part of this mission?

Voice.

This is where your job is to get super clear on what you do and who you do it for.

Here’s the thing: when you know who you’re talking to and how you can help them it makes it sooo much easier to craft your messaging in way they will pay attention to.

Rather than trying to be everything to everyone {I’ve been there and it doesn’t work, trust me!}, instead: laser in on the specific person who you can solve a problem for and design all of your copy, content and offerings with this person in mind.

Take a moment and consider:

  • What is the problem you can solve for people?

  • Who do want to solve this problem for?

  • What do they need?

  • What are they looking for?

  • How can you help them more than anyone else can?

Visuals.

What’s your visual vibe?

How you position your brand in the minds of your audience, by way of imagery, fonts and colors - will determine who pays attention.

In other words: your vibe attracts your tribe!

This is all about the personality of your brand and how you make your dream clients feel.

Take a moment and consider:

  • What are 3-5 words that best describe the vibe of your brand?

  • What would a visual representation of your brand look like using images, colors and fonts?

  • If your brand was a person, how would you describe them?

  • How do you want your audience to feel each time they come into contact with your brand?

I’d love to know your biggest takeaway - let me know what you’re excited to implement!

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