Finding Your Voice: Authentic Brand Messaging for Entrepreneurs
As a healing and leadership coach, I understand how important it is for business owners to express their brand genuinely. You want to be real and share what’s truly on your heart. That’s good. Admirable. But if we aren’t careful, we can drift into unhealthy territory that not only hurts our image but also distorts the message we want to share.
In this article, I’ll dive into the challenges of keeping your message fresh while staying true to your values. We’ll explore healthy ways to share ideas, use messaging to uplift others, and look at real-world examples. This topic is vital for leaders because it shapes how your audience sees and connects with your brand, impacting your growth and success.
First, let’s get a little nerdy about the science and psychology behind personal brand messaging.
The Science & Psychology Behind Brand Messaging
People Who Trust You Will Most Likely Buy Your Stuff
A 2019 study by Edelman, a global communications firm, shows that consistent, genuine brand messaging builds trust with your audience. When your words and actions align, people feel more secure and are more likely to engage with your brand. The research found that 53% of consumers are more likely to buy from a trusted brand, compared to only 25% for untrusted brands. That same study revealed that brands seen as authentic are 2.5 times more likely to be recommended. This highlights the power of honest communication in breaking down barriers to growth.
The Psychology of Trust
Trust is key in any relationship, including the one between your brand and your audience. Here are some factors that help build trust:
- Consistency: When your actions match your words, people learn to rely on you.
- Transparency: Being open about what you do builds credibility.
- Competence: Showing your expertise reassures your audience.
- Benevolence: Caring for your audience’s well-being fosters positive feelings.
By adding these elements to your messaging, you can build a strong trust foundation with your audience.
It is possible to build a strong brand by relating to everyday people who share a common experience.
The Power of Storytelling
We’re wired for stories. Our brains understand information better when it’s told as a narrative. That’s why storytelling is a powerful tool in brand messaging. When you share stories that reflect your brand values, you:
- Make your message stick
- Create emotional connections with your audience
- Show your brand’s values in action
- Stand out from the competition
By using storytelling in your messaging, you can connect better with your audience. They know you understand them because you share thoughts and ideas that resonate with their own experiences.
Think about Oprah; one reason she became so popular and powerful is her openness about her struggles and shortcomings. When Oprah went on a diet, you joined her because you knew she was all about sharing her journey. She built a strong brand by relating to everyday people who share a common experience: comfort eating. If you’re interested in sharing your journey, I encourage you to use storytelling as a way to facilitate healing for both yourself and others. In fact, I wrote about it—access it here.
Okay, I hope this makes sense. Now, let’s get into the not-so-nice part: why sometimes our brand message falls faster than a lead balloon. And just like George Costanza (played by Jason Alexander) in Seinfeld, we often say, ‘It’s not you, it’s me!’ Oh yes, it can be us! Let’s discuss how we can bomb in our messaging.
Reasons Why Our Brand Messaging Can Be Off
Reason #1: The Pressure to Stay Relevant
In our fast-moving world, business owners often feel a lot of pressure to stay relevant. It seems like folks are sending messages all day, every day, and you’re just trying to keep up with your own personal hygiene, let alone run your business. This pressure can create a big barrier to our messaging if we’re not careful. We hear constant reminders to ‘keep up with trends’ or ‘be ahead of the game.’ But is this really the best approach for our brand?
Wanting to look current can lead us down paths that don’t align with our true values. We end up posting about things that don’t even relate to our business, just because we saw it trending on TikTok. Am I right?
When we act like a cat chasing a laser beam in terms of content creation, we find ourselves constantly shapeshifting into personas that don’t even resemble who we really are. This mismatch can confuse our audience and hold back the growth of our brand. So, it’s essential to find a balance between staying in the loop and being true to your business brand.
Reason #2: The Trap of Constant Content Creation
Today’s digital world makes us feel like we have to create content all the time. Social media, blogs, and newsletters seem to demand endless new material. I’ll never forget a conversation with a marketing coach who told me it doesn’t take more than 10 minutes to replicate the same content across platforms. Well, it takes 10 minutes if you do it for a living and actually enjoy creating content! It made me feel totally inadequate—not just as a business owner but as someone trying to promote myself.
If you find yourself in the 9th circle of hell of content creation, it can create a whole new level of problems, such as:
- Burnout: Constantly trying to produce high-quality content can wear you out.
- Diluted Quality: When quantity takes over, the quality of your message may drop. Too many solo business owners are trying to crank out content as fast as possible in a futile attempt to catch up to major publication outfits that have an army of writers and content creators at their disposal.
- Inconsistency: In the rush to create, you might lose sight of your main message.
- Loss of Authenticity: The pressure to post often can lead to sharing content that doesn’t reflect your true brand.
These challenges can block you from making real connections with your audience and growing your reach.
Sometimes we need to release those ideas in a space where there are no lasting consequences. In other words, it’s important to find healthy ways to express these thoughts without compromising our brand’s integrity.
Reason #3: The Fear of Missing Out (FOMO)
Another part of the reason we bomb is because of FOMO—the fear of missing out on trends or opportunities. And let me tell you, it’s real!
This fear can push business owners to make quick decisions or jump on fads that don’t suit their brand. When I first got into the digital coaching space, I noticed every female business coach had expletives in their course titles: The F@#82ly Simple Guide to Living Well, The Fu#1 Them Guide to Being Bad A$$. It felt wild, weird, and slimy to me. It’s no wonder I barely sold anything; I couldn’t even connect with what I was selling.
So while it’s important to stay informed and “with it,” not every trend is worth chasing. If you’re not careful, FOMO can lead to:
- Making impulsive choices
- Mixed messages about your brand
- Wasting resources on initiatives that don’t fit your goals
- Confusing your audience about what your brand really stands for
To overcome this barrier, focus on your brand’s values and goals, allowing you to sift through opportunities that align with your vision.
Reason #4: Economic Fears
Let’s face it: the pressure to make money can mess with our brand messaging. When we’re feeling the heat to boost sales, it’s easy to slip into tactics that don’t align with our values. Suddenly, we might find ourselves resorting to intimidation, fear-mongering, or even seductive language just to push our products.
When economic fears creep in, it can create a desperate mindset. We might start thinking, “I need to close this sale!” instead of, “How can I genuinely help my audience?” That desperation can lead to using scarcity tactics—like saying, “Only a few spots left!” or “This offer expires soon!”—to rush people into decisions they may not be ready for.
This kind of messaging can backfire. Rather than building trust, it can create confusion and push potential customers away. People can sense when they’re being pressured, and nobody likes to feel cornered. Instead of connecting with your audience, you risk coming off as inauthentic or even manipulative.
You may relate to one or all of my examples. I hope it helped you see that fears, FOMO, and the pressure to stay relevant can actually hurt not just our business but our mental health. Let’s take care of ourselves. Grab your beverage of choice, and let’s exhale together, shall we? In the next section, we’ll talk about healthier ways to share our feelings without destroying our brand messaging in the process.
Your brand messaging can create positive change, but it’s important to do this thoughtfully to avoid sounding insincere.
Healthy Outlets for Sharing Raw Ideas
As leaders, we often have a lot of ideas bubbling up inside us. You want to get them all out faster than a burp after eating a filling meal—I get it!
But sometimes we need to release those ideas in a space where there are no lasting consequences. In other words, it’s important to find healthy ways to express these thoughts without compromising our brand’s integrity. Here are some suggestions:
Journal Privately
Journaling is a great way to process your thoughts and feelings. It helps you:
- Clarify your ideas
- Reduce stress by getting your worries out
- Spot patterns in your thinking over time
- Generate new ideas through free writing
Making journaling a regular habit creates a safe space to explore ideas without the pressure of public judgment.
Talk with Trusted Advisors
Having a group of trusted advisors can be invaluable for bouncing around ideas. They can:
- Offer different views on your thoughts
- Help you see potential blind spots
- Give you constructive feedback
- Support you in refining your ideas
Choose advisors who know your industry but are also willing to challenge your thinking.
Use Creative Outlets
Engaging in creative hobbies is a great way to express yourself outside of your brand. This can include:
- Painting or drawing
- Writing fiction or poetry
- Playing a musical instrument
- Gardening or hands-on activities
These hobbies let you explore ideas and emotions in a relaxed setting, leading to insights that can later inspire your brand messaging.
Create a Personal Blog
Having a separate personal blog can be a good middle ground between private journaling and public brand messaging. This space allows you to:
- Try out different writing styles or topics
- Share more personal thoughts and experiences
- Connect with a different audience
- Test ideas before bringing them into your main brand message
Make sure to clearly separate this personal space from your professional brand to avoid confusion.
Alright, now let’s move on to another issue I find myself discussing a lot with clients: not spilling our own mental toxic ooze onto our sales pages or other marketing materials.
Using Your Messaging to Help Others (Without Being Toxic)
Your brand messaging can create positive change, but it’s important to do this thoughtfully to avoid sounding insincere. Here are some ways to use your platform for good:
- Highlight customer success stories
- Share educational content related to your field
- Partner with reputable charities or causes
- Offer pro-bono services to underserved communities
Remember, the goal is to create real value, not just to look good. Let’s talk about each idea in more detail.
The Power of Customer Success Stories
Sharing customer success stories is a win-win. It:
- Provides proof of your product or service’s effectiveness
- Gives recognition to your customers
- Inspires others facing similar challenges
- Shows the real impact of your brand
Important: Always get permission before sharing these stories and focus on the customer’s journey.
The Impact of Educational Content
Offering valuable, educational content helps your audience while showcasing your expertise. This could include:
- How-to guides or tutorials
- Explainer videos on complex topics
- Informative blog posts or articles
- Free webinars or workshops
By sharing your knowledge, you build trust with your audience and position yourself as a helpful resource.
The Benefits of Charitable Partnerships
Working with reputable charities can create a significant positive impact. When done genuinely, it can:
- Support important causes
- Raise awareness about issues related to your industry
- Engage your employees in meaningful work
- Attract like-minded customers
Choose causes that fit your brand values and be clear about your involvement.
The Value of Pro-Bono Services
Offering free services to underserved communities is a powerful way to give back. This might involve:
- Providing your services to non-profits at no cost
- Mentoring aspiring professionals
- Offering discounted rates to startups or small businesses
- Creating scholarship programs for students
These efforts not only help others but also give you fresh perspectives and ideas.
Real-World Examples: The Good and the Not-So-Good
Please hold onto your warm and fuzzy feelings as we discuss brand messaging that went well—and not so well—a mixed bag using two examples.
Rachel Hollis and Her Husband
Rachel Hollis, a motivational speaker, faced backlash when her idealized image of a perfect marriage fell apart after her divorce. This shows the risks of building a brand on an unrealistic version of yourself.
Key takeaways from the Hollis case:
- Authenticity matters: Building a brand on a false image can backfire.
- Personal brands are vulnerable: When your brand is tied to your personal life, changes can impact it significantly.
- Transparency is key: Being open about struggles can strengthen your connection with your audience.
- Adaptability matters: How you handle setbacks is just as important as your initial message.
Taylor Swift Endorsing Kamala Harris
When Taylor Swift endorsed Kamala Harris for the 2024 U.S. presidential election, it marked a significant change in her brand. While some fans appreciated her stance, others felt it didn’t match her usual image. This shows how even well-meaning actions can be divisive if they don’t align with your brand.
Takeaways from this situation:
- Brand evolution is possible: Brands can evolve, but changes should be gradual and thoughtful.
- Audience expectations matter: Your audience may have certain expectations about your brand’s stance on issues.
- Authenticity in activism is vital: Any political or social statement should align with your established values.
- Balance personal views and brand image: For personal brands, it’s important to consider how personal beliefs fit with your brand’s message.
How To Create an Unique Brand Message
Let’s take everything we’ve learned and boil it down to one big idea: authenticity. Yes! Being yourself is key to creating a unique brand message. When your words and actions align, you build trust with your audience. This trust leads to stronger relationships, loyalty, and ultimately, business growth.
To create authentic messaging, consider these important steps:
1. Define Your Core Values
Start by figuring out what truly matters to you and your brand. Your core values are like your guiding stars—they help shape your message and keep you grounded.
2. Understand Your Audience’s Needs
Take the time to really get to know your audience. What do they care about? What challenges are they facing? When you understand their needs, you can craft messages that resonate with them.
3. Be Consistent Across All Platforms
Consistency is crucial. Make sure your message is the same whether you’re on social media, your website, or sending out emails. This helps your audience recognize your brand and builds trust over time.
4. Admit Mistakes When They Happen
We’re all human, and mistakes are part of the journey. When things go wrong, don’t be afraid to own up to it. Acknowledging your mistakes shows authenticity and helps strengthen your connection with your audience.
5. Show the Human Side of Your Brand
People connect with people, not faceless corporations. Share your story, your struggles, and your successes. Let your audience see the real you behind the brand. This human touch can make all the difference in how people relate to you.
By focusing on these steps, you can create a brand message that stands out and truly reflects who you are. Remember, authenticity is your superpower!
The image below sums up my advice. Next, I will share my final thoughts.
Final Thoughts
Creating an authentic brand message isn’t always easy, but it’s essential for long-term success. By staying true to your values, finding healthy outlets for your ideas, and using your platform responsibly, you can build a strong, genuine connection with your audience.
Remember, your brand message is more than just words – it’s a promise to your audience about who you are and what you stand for. But enough about my ideas. What are your thoughts on branding? Send me a message—I’d love to hear from you!
If you’re struggling with your brand messaging, I’d love to help. As a healing and leadership coach, I specialize in helping leaders and business owners find their authentic voice and create meaningful connections with their audience. Consider working with me today.
Want to dive deeper into this topic? Check out my podcast, where I discuss these issues and more. Together, we can create a brand message that truly represents you and resonates with your audience.
