Radiant Branding Module 1
Let’s talk about feelings
I trust that you aren’t too surprised by the title of this module – this is, after all, the radiant branding challenge so, yes, we’re going to talk about feelings. Gone are the days when we think of business as some cold, hard, lifeless arena where we hold back our personalities, dress in nondescript suits and adopt a stiff and formal way of speaking. Thank goodness for that!
When I was just out of university, I didn’t appreciate this yet. Despite having gone to a specialist art and design school! I had a black suit that I would wear to interviews, feeling so uncomfortable and fraudulent the whole time. At some point I came across the following quote by Henry David Thoreau and, it’s been my favourite ever since:
“Beware of all enterprises that require new clothes.”
It made sense to me metaphorically and literally. If I felt the need to dress up in a way that didn’t suit who I was, I probably wasn’t in a place where I needed to be. In other words, we should be wary of creating or putting ourselves in situations where we are not free to be ourselves. I often have to remind myself of these words and I’m challenging you to do the same.
In this context, it’s all about getting you to be comfortable about putting you in your business and really articulating what’s special about you and your business.
Think about the brands you love and think about the reasons why you love them. Does it go beyond the functional?
You might have come across the term “Lovemarks” – a marketing philosophy widely publicised in a book of the same name, by an advertising big shot called Kevin Roberts. A Lovemark is a brand that inspires Loyalty Beyond Reason because consumers are emotionally connected to it. Consumers both respect and love these brands.
Roberts suggested that brands were “running out of juice” and love was what they needed.
It seems that love is all we need, even when it comes to our businesses!
Exercise: One word
Try to purposefully set aside time to work on this exercise. Depending on your schedule, you might want to break it down and work on the different steps in separate chunks.
Get your module worksheet ready – whether you’re printing it or planning to write your responses in a notebook or journal that’s dedicated to this work. Pick a space where you won’t be distracted, switch off your notifications and get comfortable. Take a deep breath.
1. A big first question: what’s your big dream for your business?
What does your homeopathy business look like when you have achieved all the things you’d like to with it? Write all the things that come to mind and describe every detail you can think of. What does a typical day in your dream business look like? How far away is this (i.e. give yourself a time span)? Who are you working with? Where are you working? How many hours are you working? How have you evolved as a person? What does your life look like? How do you feel? Pour it all out on paper – don’t hold back!
Now that you’ve done some big picture visioning, let’s start getting down to the nitty gritty. Think of a word that sums up how you want your clients or customers to feel, after interacting with you and your product or service.
2. Write this word down
Be emotive. Some things are a given, for example, we all want our clients/customers to be satisfied with what we’ve offered them. But what else do you want yours to feel? Invigorated? Stimulated? Peaceful? Reassured? Get into your own feelings. Imagine yourself in their shoes.
3. Your word in action
Think about the word and make a note of all the things that you’re currently doing, or planning to do, to facilitate your audiences feeling this way.
Think about all the ways in which you interact with your clients/customers, whether virtually (online, emails, social media, Skype, phone etc.) or in real life (at appointments and events or, at your clinic). Perhaps you have a business that people interact with without you being there (e.g. if you are a consultant with products on sale somewhere). How are all these touchpoints currently helping to create the feeling you identified with your word? It’s okay if they’re not yet doing this – we’ll be working on that.
Use the touchpoint ideas download to jog your memory about the possibilities.
4. Email me…
… your vision, word and the things you’re doing or planning to do. You can reach me at firstname.lastname@example.org
Extra credit/just for fun:
Saying your word out loud might help to make it more real and get you used to it. Why not send somebody a voice note of you saying your word? You could intrigue them by not warning them beforehand. Then you get to explain what your message is all about. Talking to others about our ideas challenges us to get clearer about articulating them. And each time we share, we’re also letting the universe know of our intentions. Of course, it helps to pick somebody who’s supportive of your ambitions and whom you trust.
If you can’t think of anyone to send your voice note to, send it to me! You can do so via WhatsApp on +254710645246. Receiving your messages will brighten my day for sure :).
I look forward to your emails and WhatsApp messages (no pressure if you’re shy).