Your Voice is Your Brand
What does it take to create a movement with one purpose and one voice?
How can you position your company with a brand with a voice and behavior that engages people to create change or buy from you?
“Your positioning is proven when your messaging and your audience connect. Your true positioning is realized in the place you occupy in their hearts and minds. It is created at the intersection of what you want them to think and believe about your organization, and what your audience really thinks about your organization.”
“Lean too heavily on emotion, and you risk losing potential supporters who respond to messages that speak to their intellect.
If you rely too much on information and knowledge-based messaging, your stories may appear boring to an individual who needs an emotional appeal to their heart.
What you want to find is the right balance of emotional and rational messaging that creates a voice of credibility.
Understanding the context of your communications will help you to create a narrative that informs AND inspires.”
Eddie closed with,
These are 12 principles for communications that my good friend @briansooy talks about in his book, Raise Your Voice: A Cause Manifesto.
To be honest, when I first started reading the book, I was a little worried because it seemed mainly geared towards non-profits.
But I figured “Hmm… Maybe there’ll be universals that can be used for even the profit-types. Besides, maybe I’ll end up doing some work for a non-profit, down the road.”
And I wasn’t wrong. In fact, all of the concepts found in his book are applicable to any brand that’s serious about its purpose, mission and vision.
“Upholding our brand truths is everybody’s responsibility. If we’re not aware of what our brand represents and if we don’t communicate it clearly, people will fill in the gaps with what they believe—whether it’s true or not.”
So with that, I figured it’d be worth sharing with all of you today.
...Use these 12 principles to help mission-driven companies strengthen their brand’s culture and communications.
And you can do the same for yours.
Catch you all on the next one.
Do you have a hard time explaining what your company does or why your brand matters to people?
If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.
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