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A Masterclass In Building Your Authority Brand with Steph Weber | Evolution of Brand EP086

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Episode 086 Sponsor

Episode 086 of Evolution of Brand is sponsored by my new guide: 8 Simple Ways to Grow Your Personal Brand With Podcasting! Discover easy-to-implement tips and strategies to take your personal brand to the next level leveraging the podcast medium. Click here to get your free guide

The Goods From Steph Weber

Top 3 Takeaways From This Value-Packed Conversation

  • If you are developing a business brand, you should be focusing on your personal brand as well. Why? Because we live in a time where people want to know the people behind brands they’re interacting and spending money with. When it’s all said and done, humans do business and build trust with other humans
  • Brand strategy work gets put behind marketing initiatives because, the thought is, that’s what drives sales. In reality, your brand is what’s driving sales. Your message, positioning yourself in the market, how you’re connecting with your audience – that will get translated through marketing initiatives, but marketing isn’t the starting point. Your brand strategy needs to come first.
  • You can get up every morning and quote affirmations into the mirror. But if you don’t fully believe them, they will never work for you

Show Notes

 

1:51 – A time when Steph listened to herself instead of what others told her was right and it led to a major accomplishment

3:20 – Steph tells us about her evolution, where her professional journey began, how things have grown and developed, and life lessons she learned along the way

6:36 – What is the difference between a personal brand and a business brand?
     – Personal brand: values, mission, what you stand for, who you are in your personal life – how do you share this information and connect with people on a personal level
     – Business brand: built to serve other people. You found a problem, created a brand to provide the solution to that problem, and that is how you serve your people
     – IMPORTANT NOTE: If you are developing a business brand, you should also be focusing on your personal brand as well. Why? Because we live in a time where people want to know the people behind brands they’re interacting and spending money with. When it’s all said and done, humans do business and build trust with other humans

9:41 – Does it make more sense to prioritize the growth of a business brand over a personal brand or should we treat each with an equal level of importance?

13:01 – Will the influencer market continue to grow and thrive on platforms like Instagram or will things trend more towards personal brand development as we progress?

16:32 – Why influencers are giving people an inside look into their personal lives and how that’s helping them elevate their brands

18:42 – What does it mean to be an authority brand?
     – You’re able to stand in your power and know you’re bringing something valuable to the world that’s different and serves your audience
     – You show up ready to make an impact for your life, as well as the lives of others
     – You are innovative. You’re willing to disrupt and create friction because you know you don’t serve everyone. You serve a specific person and you can serve them in a new way
     – You take responsibility and ownership for your actions. You will make mistakes and face challenges, but you take ownership for learning from those mistakes and overcoming those challenges
     – You take calculated risks that you see more as opportunities and continue to show up and strive for mastery in your space

22:39 – Once you get your foundation built, what should you focus on to keep emphasis on all of the important aspects of building an authority brand?
     – Understand what it means to have a brand strategy and refer to that strategy often
     – Batch content so you can be prepared in case other priorities redirect your time and energy. Batching allows you to stay consistent
          – You can batch content on all platforms – videos, podcasts, social media posts, etc.
     – What are your daily marketing activities and what is your system for executing those?
     – Consistency builds trust and leads to sales

26:38 – What mistakes are business leaders making that prevents them from unlocking their true potential as an authority brand?
     – Brand strategy work gets put behind marketing initiatives because, the thought is, that’s what drives sales. In reality, your brand is what’s driving sales. Your message, positioning yourself in the market, how you’re connecting with your audience – that will get translated through marketing initiatives, but marketing isn’t the starting point. Your brand foundation and strategy needs to come first
     – Revisit your brand foundation on a frequent basis. AT A MINIMUM, annually. Quarterly will keep things even fresher. Determine what’s changed and where you need to redirect your efforts

29:54 – What are the three core elements you need to keep front of mind to make your authority brand come together?
     – Foundation: vision, mission, core values, positioning statement, one-liner statement. Your audience AND your internal team sees and lives this
     – Identity: the visuals – fonts, logos, colors, how you’re represented through video, podcasting, social media, website
     – Experience: how you’re making a person feel at each touch point in your brand experience process/sales funnel

32:41 – The importance of congruency in your brand experience and the great things it opens up for you

35:04 – What are key brand story types that every brand needs to have in their arsenal?
     – Vision Story: Why did you start your company and where are you taking it? What is your vision for your customers?
     – Transformation Story: The before and after. Visually show or exemplify thru a case study how you and your brand will help someone gain the same transformation in their life
     – Origin Story: How did the company start? What made you get into your space to begin with?
     – Digging into these three story types will supply you with seemingly unlimited content ideas for your social media, blogs, videos, and podcasts

37:48 – Steph’s advice for any professional looking to craft and cultivate a message that will attract the right audience AND the right client

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