Building a business is all about having offers, services, or products that sell. But once you’ve got that down, there are other things that help your business grow. Good marketing, great clients who refer you out, new offers to take customers to the next level…
All of those things are great. But what makes a business with great offers that don’t sell different from businesses with great offers that do sell? I’d like to argue that it has everything to do with your brand — and your personality if you’re the face of that brand.
What does your personality have to do with your business?
Maggie Giele is an award-winning business coach and marketing strategist, helping fiercely dedicated business owners slay their business dragons and their strategies, and build sustainable, scalable businesses. Think of her as your wand-waving, spell-casting partner-in-crime to help you carve a path through the magical forest, where Dreamy Clients, business growth, and freedom await.
She’s also the perfect example of what it means to let your personality shine through in your business. Before she tapped into the magic and personality side of her business, Maggie hit a point of burnout. She had to ask herself “What am I trying to do? What is happening here?” She realized that, part of what was stopping her from really growing in her business in the direction she wanted to go, was that her brand just didn’t feel like her.
Sure, she was a business coach and marketing strategist, but the vibe of her brand was very calm, lotus-y, and not really her. In her own words, it felt “boring.” Like it lacked dimension and only showed one side of her: the strategist side.
Can you relate? I bet you can. I’ve talked to so many entrepreneurs and business owners who know their stuff when it comes to their business, but they have such a rich and amazing personality… that nobody sees until they start working with them.
It’s time to change that if you resonate with this. Maggie and I talk about how in this episode of Brave New You!
How to go from “bored” to a brand buzzing with personality
If you’re new to business or don’t feel like a very “visual person,” how do you know if your brand really clicks with the people you want to work with? Maggie gives us a great sign: disclaimers.
If you’re giving disclaimers on your work style and how you serve your clients or customers during a discovery call or as you explain what you do, that means your brand isn’t working for you. It’s working against you. For Maggie, this meant that she would be explaining her no-nonsense, slightly nerdy approach to marketing and business.
Eventually, she got frustrated with these disclaimers, and with her brand only reflecting one side of who she is. So she reached out to me and we had a coffee chat about how she could bring more of “Maggie” to her brand. After that chat, Maggie started leaning into the “nerdy,” and found ways to really draw out elements of her multi-faceted personality, and she was able to really show herself on her site and marketing.
She also did a new brand photo shoot… and the results were *magic*.
After taking that photo, Maggie was booked out for five months!
On top of that, she felt like she was honoring herself, and the clients started self-selecting. Maggie has had people say they won’t work with her because of the brand — and she’s OK with that. She created the trust and personality that shows her brand in its truest light, and now only the people who really appreciate her passion, care, and expertise reach out.
Since that, her business has only grown. So… what’s holding you back from creating a brand with some real personality? I’m betting it’s the need for perfection.
Branding is an evolution
Let me just say this: Your brand doesn’t have to be perfect. While a logo and colors are semi-permanent things, you can still play within the parameters of a new or refreshed brand. You have to show up and try different things. Maggie, for example, tried a dragon slaying guide to marketing… and it didn’t take off. People didn’t love how far she took the metaphor, but that’s OK!
She played with her love of video games and fantasy and eventually found messaging, opt-ins, and packages that showed off the brand personality while also meeting her clients’ needs. That’s the sweet spot!
The biggest takeaway from my conversation with Maggie is that your business can thrive when you showcase what makes you and your business special. Yes, it’s constantly evolving. Yes, you are multi-faceted. Yes, it’s OK if your brand changes over time!
Check in with your brand
If you’re wondering if your brand could use a refresh or some extra sprinkles of what makes you you, I recommend doing a brand audit every six months (at least). Look at your website. Do the visuals convey what you want them to? Does your web copy sound like you? Do you sound like you’re writing for two different people on your website and social?
Assess these elements of your brand and make small moves that bring you closer to your brand personality and greatest version of your business. You don’t have to do it all in a day, either!
Being 100% you in your brand, your copy and your social media can be hard. There is so much fear around being true to who we really are and trusting that our ideal clients will connect with us if we show our true colors. I think Maggie is proof that your brand and personality deserve to shine.
Want help finding your brand’s personality and bringing it to life? I can help.
I’m offering select 1:1 brand strategy sessions through 2020 and into 2021. Learn more about these sessions and book a fit call.
For more insights on how to feel more rooted in yourself, your business, and your brand, make sure you’re subscribing to the Brave New You podcast!