3 Ways to Incorporate Passion into Your Brand Message

This weekend I attended the Natural Products Expo West, a trade show attended by over 10,000 brands who are looking for distribution, investment, partnerships and growth opportunities. I met hundreds of people, who introduced me to hundreds of brands.

Throughout the weekend, I noticed something significant: brands that were able to cut through the noise and leave a lasting impression were companies whose leader was a) present and b) incredibly passionate about the value that their organization is sharing with the world. This passion permeates through every decision they make and every message they convey.

If you’re reading this, you have likely chosen your current profession because of a passion for your service or product. The question is: is this passion shining through in the way you are communicating about your company? Here are 3 things you can do to incorporate this passion into your brand message:

1.     Find your Why. “People don’t buy what you do, they buy why you do it” – Simon Sinek. In this inspiring TED talk, leadership expert Simon Sinek describes what makes a great brand great. This greatness, says Sinek, has to do with defining ‘why you do what you do’, finding people who share these beliefs and building your communication strategy around this purpose and audience. I encourage you to watch this video several times, work to define your ‘why’ and incorporate it into everything you say, tweet and post. 

2.     Communicate by Doing Not By Saying. The age-old adage that "actions speak louder than words" is well, true. Building your client base is about building trust and nothing builds trust better than demonstrated results. If your passion is to help people create a body that they love, it’s not enough to just talk about it or post it on your Facebook page. You must first passionately help people create a body that they love and then tell everyone about the results, demonstrate them through photographs, videos and testimonials and let the happy clients organically spread their satisfaction with these results through their networks.

3.     Be Authentic. Building your tribe is about creating an emotional connection with your clients (and potential clients). One of the best ways to make this connection is to be honest. Ask yourself some hard questions, be transparent in your answers, and build this into the way that you talk about your business. Some things you can ask yourself:

a.     What hardships have you gone through to make it where you are?

b.     What motivates you to get up everyday and start working?

c.      What were some mistakes that you made and how did you resolve them?

d.     How are you changing people’s lives?

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