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Crafting Authentic Brand Messaging

August 21, 2023

Remember YOU are the best asset in your business. Learn how to utilize you in your marketing.

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I’m still buzzing from an incredible weekend spent with a group of powerful women at a women’s business summit. The event, hosted by my friend Ashley Bennington (who you should definitely follow at Buy the Blazer or Seven Figure Story), was an extraordinary experience that left me both honored and inspired. Today, I want to share with you a glimpse of my talk from the summit because it highlights a perspective that has significantly contributed to my success in business, as well as some action items to take with you and activate.

The Power of Your Story

We often hear that success in business is the result of hard work, determination, and savvy strategies. While these elements are undoubtedly crucial, there’s another factor that has played a monumental role in my journey—my story. I firmly believe that your story, your values, and your unique voice are powerful marketing tools that can set you apart in a saturated market.

It’s not just about talking the talk or walking the walk; it’s about intertwining your story with your business message. Let’s dive into some of the insights I shared on this topic at the summit.

Action Item: Write down key moments, experiences, or challenges from your personal journey that have shaped your business. Select one story that aligns with your brand’s values and mission. Craft a compelling narrative around this story, highlighting how it connects to your business’s purpose. Use this story in your website’s “About” page, social media posts, and marketing materials to create a deeper connection with your audience.

Mission and Values: Your North Star

At the heart of your brand messaging lies your mission and values. Sharing these with your audience is essential because it creates a shared language and helps your ideal clients identify themselves in your story. For example, I’m passionate about supporting women’s financial success, which is why I emphasize that we don’t work with men. It’s not about excluding anyone; it’s about connecting with those who resonate with our mission.

Another value I hold dear is the importance of doing good work rather than striving for perfection. By communicating values like these, you’re not only attracting ideal clients but also creating a strong foundation for your business.

Action Item: Reflect on why you started your business and what drives you. Write down a clear and concise mission statement that defines the purpose of your business. Then, list three to five core values that represent what your business stands for. Make sure these values align with your personal beliefs and resonate with your target audience. Incorporate your mission statement and values into your website, social media profiles, and marketing materials.

Defining Your Brand Voice

Your brand voice sets the tone for how you connect with your audience. Whether it’s casual, conversational, professional, or even incorporating a bit of humor and personality, your voice should reflect who you are. The choice of words, tone, and even emojis can impact how your audience perceives you.

Action Item: Identify three to five adjectives that describe the tone and style you want your brand to convey. For example, friendly, approachable, witty, professional, etc. Create a “Brand Voice Guideline” document that includes examples of how your brand voice should sound in different contexts, such as social media posts, emails, and blog content. This guideline will ensure a cohesive and consistent brand voice across all your communications.

Beyond Social Media Equations: The Human Connection

Rather than relying solely on social media strategies or marketing formulas, shift your focus to yourself as the marketing asset. Your story and your unique perspectives are what truly differentiate you in a competitive market. For instance, the repetition of marketing messages is important, but the story behind those messages matters just as much. People don’t just buy products or services; they connect with stories and values.

Sharing Vulnerability and Humanity

Embracing vulnerability and showcasing your humanity is a powerful way to forge deeper connections with your audience. This doesn’t mean you have to share every detail of your life. Instead, choose stories, lessons, and experiences that align with your brand and make you relatable. Sharing not only what happened but also how you felt before, during, and after an experience creates a more engaging and relatable narrative.

Action Item: Choose an experience from your business journey where you faced a challenge, mistake, or setback. Write a blog post, social media post, or video where you share this experience along with your feelings before, during, and after the situation. Focus on the lessons you learned and how you grew from the experience. By sharing vulnerability, you’ll show your audience that you’re relatable and transparent.

Creating a Reflective Audience

Your audience is a mirror of your representation. If you give a platform to negativity or criticism, you’ll attract more of the same. Instead, focus on amplifying positive interactions and stories that align with your values. This proactive approach creates a positive space where people who resonate with your message can connect and thrive.

Action Item: Identify a common interest, value, or goal that your target audience shares. Create a dedicated space for community engagement, such as a private Facebook group, a forum on your website, or a regular virtual event. Encourage members to share their experiences, challenges, and successes related to your niche. Actively participate in the community by offering insights, advice, and encouragement. This will create a supportive environment where your audience can connect with each other and your brand.

Conclusion

Remember, your success in business isn’t solely about your products or services; it’s about the story you bring into your brand. Your mission, values, and unique voice are what set you apart in a sea of competition. So, embrace your story, share your experiences, and let your humanity shine through in your brand messaging. By doing so, you’ll not only attract your ideal clients but also build a community that resonates with your message.

Ps. Have we met?! 

i'm Ashli !

Your partner in crime. Entrepreneurship older sister. Full time dork and part time typo creator. Here to bring my 10+ years of Devil Wears Prada fashion experience to female entrepreneurs so you learn *real* business tips.

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