A dream you dream alone is only a dream. A dream you dream together is reality. – John Lennon
One of my colleagues asked in our group forum about a challenge she has.
Just how do you deliver your message to the world without sounding like a broken record?
You may already be familiar with this scenario. You discovered your voice, your message to bring to the world. So you start writing on your blog or record some videos.
And then, you get stuck.
Because this thing that you are trying to write about now, you’ve already written about. Or this speech that you are preparing for, you have already spoken it and is now up on YouTube.
What’s wrong with being a broken record?
See, thing is, strong brands DO sound like a broken record. I’ll give you an example.
If you’ve watched enough of BrenĂ© Brown’s talks, you’ll notice that she says her key phrases over and over again in her talks. Despite that, her followers still lap up her talks when they got on YouTube, as evidenced by the millions of views they receive. (If you went “BrenĂ© who?” really, go look up her talks on YouTube.)
Now, there are of course techniques that you can learn to say the same thing in different ways, or to look at the same topic from a different angle, etc.
Today, however, what I want to bring to you is the being behind your messaging.
The key is connection
You have something to say to make this world a better place, and you want people to hear you.
You want people to take notice and be inspired to do what it is that you want them to do. And the only way to arouse change, is to build a connection with the people you serve. After all, deep meaningful change can’t happen unless people are willing to change. And willingness comes from inside.
Think of the people closest to you and how you have built a connection with them. To build a meaningful connection with your tribe requires the exact same things.
You need to be… clear
The first, and probably the hardest, is to be clear in what you stand for.
Being clear is not easy because you will turn a lot of people away. ‘Everyone’ will not like you, and neither should you try to make everyone like you.
When your brand is strong, you are clear about who you are and who you are not. You stand tall on your receptacle, and holler your message out in your most authentic brand voice.
And after a while, you’ll notice people start to gather around you. Some may stay, some may go, and the ones who are still there are the ones who’d stand by you, come rain or shine.
They are there because they share a common goal with you. They are there because they believe in what you believe in.
And these are the people that you’d want to have in your tribe.
You need to be… consistent
Trust is built over time, over every consistent action that aligns with your promised brand value.
Trust happens when you know you can depend on someone to deliver what they promised you to deliver.
And people follow people they like and trust.
You must make sure that everything you do, and every message you send, resonate with the message you want to deliver.
If you’re all about teaching soulful self-exploration techniques to artists, appearing to them in corporate-speak at a keynote one day creates a dissonance.
You need to be… constant
The phrase “out of sight, out of mind” couldn’t have been more true here.
People lead busy lives and they are distracted the constant barrage of requests and demands from family, friends, colleagues and advertisers flooding their mindspace every day.
If you want to stay at the forefront of your people’s minds, you need to be constant in your communications with them.
Often, what makes a brand memorable, is that they are always visible to their crowd.
Quick, think of three insanely awesome key players in your world. I’ll name my favourites — BrenĂ© Brown, Marie Forleo, Christine Kane. (Hey, can’t help but name my coach there.) :)
Now, I bet, these are the people who, every week without fail, appears in your inbox. You may not read everything they send you or watch every video they posted on YouTube, but they are there, bringing their value to you.
Over to you
Now that you know what you need to be to have your message heard, I’d like to know what is the ONE thing that you DO to be clear, consistent and constant with your tribe? Share it in the comments below.