In a recent Brand Advisory Session, I was consulting a client on the delineation between them and their business. After evaluating the situation deeper, we realized that they were so caught up in the external perception of their actions that marketing their services was an incredibly vulnerable experience.
When I told them that marketing is simply education (about their product, their services, their offerings), a sigh of relief swept over them. In that moment, they realized that marketing isn’t about pleasing every person in their audience — it’s about sharing information that will raise brand awareness, build intrigue, and exchange value.
Reframing marketing in this simple but clear way helped them see that a.) they don’t have to be inauthentic to market their business, b.) if people are following along, it’s because they want to learn from them and are interested in what they have to say, and c.) if it’s not a potential client, they’re not worth their worry. In short, if you’re trying to satisfy everyone, you’re reaching no one.
This left us with nailing down who their ideal clients are, what those clients’ pain points are, and how their unique experience could support those pain points. We also looked at their core values and how they align with those of their ideal clients, using them as a guide to creating content that speaks to them.
All this said, this is why strategy is at the core of everything we do. Whether it’s designing a logo, identifying a color palette, crafting brand messaging, or developing imagery, you first have to get clear on your intention. Otherwise we’re left to the whims of our mood, energy, or something we saw someone else do on any given day. All of which ends up being a fast track to disconnection from our deeper vision and purpose. Clarity now equals ease later.
Finally, I want to remind you that there is a line between yourself and your business. The decisions we make as entrepreneurs are only a fraction of who we are. This means that the way people perceive your marketing (whether negative or positive) has very little reflection on who you are as a person. Take comfort in that fact.
If you’re interested in learning how to navigate similar limitations or patterns in your own business, our Brand Advisory Sessions are the best way we can support you.
