Your Brand is as Powerful as its Aesthetic

If you feel out of touch, confused, or perhaps outgrown in your branding, this 1:1 conversation will give you so much food for thought. And that’s the ticket – branding requires thought, exploration, contemplation. It is not just a defined set of visual parameters – more than anything else it is an aesthetic. Meaning, it’s not something you can solely use analytics to create – because data can’t tell you how fully someone connects, responds, or engages with your brand. It can only give you a rough outline of what was possibly perceived.

To get past the parasocial barriers of the digital world and make real connections with your audience, focusing on the aesthetic of your brand – the way your brand affects others – will be the ticket to gain that engaged community.

Now, this episode is the exploration of this, and the mini-blog gives you more concrete, foundational points to check-in on the effectiveness of the aesthetic your brand holds. In the mini-blog, we look at:

  • How does your brand make people feel?
  • What kind of action does it invite others to take?
  • What kind of story are you telling?

Listen in to get your wheels turning and read the mini-blog to learn how to transfer that energy into action.◗ ▸

BRITTANY MARIE, YOUR HOST

More than anything else, it’s the experience of what you have. It’s what you make people feel. It’s the kinds of action you invite your community to take – what they’re able to consume and what they’re able to take away from it. That’s what creates the aesthetic. Because in that you’re creating the specifics through what the individual is feeling. You’re inviting people to feel what you’re feeling – but always an invitation, never a declaration. We don’t want to be explaining what we’re building. We want people to experience it and feel it for themselves.

HOW DOES YOUR BRAND MAKE PEOPLE FEEL?

As you know, your brand is so much more than the copy you write, the colors you use, and the imagery you share. More than anything else, it is the expression of the connection you have to others. And in order for there to be a connection, there first must be a feeling. So if you only ask yourself one question, ask yourself this one – how does your brand make people feel?

Of course, you’ll never actually be able to know this until you talk to the people within your network and your community. So instead of assuming how it makes others feel, first check-in with how it makes you feel. Because for certain, if you don’t connect to what you share and create, others won’t either. Perform a brand experience audit, range how much inspiration to education to promotional content you’re releasing, and how the things you share through your brand make you feel. Fine-tune from there, and then begin asking others. Your data will be so much more informative and actionable if you first start with your own connection.

WHAT KIND OF ACTION DOES IT INVITE OTHERS TO TAKE?

No matter what it is, all content is an invitation to take action. And invitations for action are really just mirrors – reflections of peoples hopes, fears, ambitions, mindset, beliefs, etc. So look into what kind of mirrors you’re sharing through your brand.

So, if you’re sharing a quote, or something educational, or inspiring, or just some image to set a mood – whatever it is, people are either going to respond or not respond to it. Hence, the invitation for action. If they choose not to respond, then the connection wasn’t there. If they do choose to respond, their response is a form of action – big or small. ie, booking a consult or clicking the link in your bio.

By leading with a feeling, you’re revving people up to do something about what they’re experiencing. Look at your data to see what kind engagement is being made, and then recalibrate your content so that you’re sending invitations that allow your dream audience to take the action they desire. Align from there.

WHAT KIND OF STORY ARE YOU TELLING?

Now that we’ve looked at the feeling and the invitations your brand aesthetic holds, now it’s time to look at the most impactful element of connecting to your audience – and that’s the story that you’re telling through your branding, your content, and the experience you take your clients through.

Finding your brand story is an incredibly powerful tool – but it takes a lot of work, discernment, and editing. So as you work your way through, look at everything you’ve shared as chapters within a single story. Go through it all and register what tale your telling. And then ask yourself if it’s the story aligns with your brand’s aesthetic.

You can even take it a step further and look at the story of your content as the Heroine’s Journey. What are you moving people through? Where do you want to them to land? What do you want your audience to walk away from? Again, what mirrors do you want them to look at and what feelings do you want them to experience? Curating your story is the most powerful way you can connect with your community and see the results you desire.

KEY TAKEAWAYS

  • Your brand is so much more than the copy you write, the colors you use, and the imagery you share – it is the expression of the connection you have to others.
  • If you don’t connect to what you share and create, others won’t either.
  • All content is an invitation to take action.
  • By leading with a feeling, you’re revving people up to do something about what they’re experiencing.
  • You’re telling a story through your messaging, your content, and the experience you take your clients through.
  • Curating your story is the most powerful way you can connect with your community and see the results you desire.

    REFERENCES & NEXT STEPS

    • Join the Magic Hour – the first Thursday of every month, where we come together to gab, connect intentionally, and even network! It’s a blast.