Can You Articulate the “Heart” of Your Brand with Clarity and Relevance?
It’s possible to have a purpose statement without actually having a real purpose, and you can have a brand purpose without knowing how to articulate it. The former is a blog post for another day - all about authenticity, internal alignment and living out your brand - but the latter is a common struggle I often see with business owners I greatly respect.
Brand purpose is often thought of as the heart of your brand, the reason your brand exists beyond making money. In what big or small ways are you trying to shape the world around you for the better? What core belief drives your work and rallies your team together?
Some brands have it, some don’t yet.
Olivia McCrillis - Owner of New Routes Wellness
One business owner who absolutely has it is Olivia McCrillis of New Routes Wellness, a restorative movement and holistic wellness brand. She is the definition of “brand heart.” The level of passion, conviction and belief that drives every aspect of her brand is off the charts. I knew it, her clients knew it because they experienced it, but prospective clients had no idea. The problem was she didn’t know how to articulate the heart of her brand. She knew how to deliver an amazing experience that perfectly reflected the brand’s heart, but she lacked the brand messaging tools and clarity to express to the public who the brand was and what it was about. Her website focused on technical terms and product descriptions and didn’t capture the distinct appeal of the brand that is so apparent after just five minutes of talking to Olivia about it in person. She also had a very clear target audience of people who are serious about taking ownership of their healing journey and prioritizing natural methods, but she wasn’t ‘speaking’ to them on her website.
During our working sessions together, I asked questions and listened as Olivia’s heart for the brand came spilling out. Messaging themes emerged and distinct and compelling positioning strategies became clear. Insights lit up, and it wasn’t long before we were articulating her new brand narrative that reflects the brand’s heart directly to her target audience. After creating her brand narrative framework, I updated her website to reflect these new messaging objectives. Check out her new website to see how it all came together!
As a brand consultant, I help brands with heart enrich the lives of more of their ideal customers through better brand strategy and messaging. If there is passion and belief that drives your brand, but you’re not sure how to articulate it in a way that is clear, relevant and compelling, I’d be honored to help you.
