Built For Meaning

‘Does brand purpose drive profit?’ This is the question I often get by clients waking up to the value of aligning with a cause in an age of non-stop political, economic, and social uprisings. 

My answer? “Maybe.”

I say maybe because aligning with purpose isn’t an all or nothing strategy. Can it help? Sure. Can it drive new business? Of course. Can it make the world a better place? Yup. Can it better define your customer base? Mm-hmmm.

But it’s not guaranteed.

Today I want to share with you the three types of purpose that brands commonly embody and share why ‘woke advertising’ (a type of marketing strategy aimed at bringing attention to social issues via brands that target niche consumers) may not be your best bet. 

And to download the FREE guide mentioned in this episode, click here: https://stephaniejiroch.lpages.co/brand-activism-guide

Resources:

• Forbes article on Millennial consumerism: https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#235055f96c8f
• Tom Roach's article on brand purpose: https://thetomroach.com/2020/06/23/truth-lies-and-brand-purpose-the-biggest-lie-the-ad-industry-ever-told/ 

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!

Caitlin Ball is a Health & Lifestyle Coach helping women quit dieting so they can finally trust their food choices, be confident in their bodies, and love their lives. Through her Quit Dieting for Good group program, 1:1 coaching, and local workshops, she teaches women how to eat intuitively and take care of their whole self, inside and out.

In today's episode, Caitlin shares how she built a business while living overseas by leveraging the power of the community around her. Caitlin also speaks to the highs & lows of building an online business while relying on in-person meet-ups to scale her services.

To learn more about Caitlin and her work, join her Intuitive Foodies Community on Facebook and grab her 7-step guide to Kick Dieting to the Curb on her website at caitlinball.com.

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!

One of the worst things you can do for your business is to tell a bad story. The biggest mistake I see entrepreneurs or small business owners make is assuming the design, font and fancy buttons they’ve paid a website designer to create for them will not only attract, but then convince, a browser to become a raving, paying fan.

And so many entrepreneurs do build beautiful websites but then leave their stories - the actual words written on the page - for later. They put their story as second-best when they should actually be putting story above all else.

I’m here to tell you that a bad brand story is 10x worse than no story at all.

If you’re ready to tell a story that will help you build a profitable, purpose-driven brand then keep listening…

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!

On today's episode of Empower Your Marketing, I interview Dr. Krista Burns of the American Posture Institute. Krista shares with us her business building journey, from building a practice to the pivotal moment she decided to go "all in" with what's called your Unique Expert Position.

Krista gets real when it comes to building a healthcare practice, what it means to go from good to great and how she's handled her new-found success.

You can learn more about Krista and the work she does at https://americanpostureinstitute.com/ 

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!

False metrics is a hot topic and for good reason: with Instagram’s most recent announcement that they’re removing the ability to see a picture’s ‘likes’, account owners and influencers everywhere are scrambling to adjust their digital strategies.

Today, we’re going to unpack what makes false metrics so attractive, what your Ego has to do with what you measure, and finally, we’ll start asking the question that needs to be asked: what should I really be focusing on in my business?

Related Articles Mentioned in Today's Episode

• Seth Godin's Minimum Viable Audience https://seths.blog/2017/07/in-search-of-the-minimum-viable-audience/
• Your Brain on Social Media https://now.northropgrumman.com/this-is-your-brain-on-instagram-effects-of-social-media-on-the-brain/
• Dopamine & Your Smart Phone http://sitn.hms.harvard.edu/flash/2018/dopamine-smartphones-battle-time/ 

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!

What exactly is a courageous entrepreneur? And can being one help you achieve success faster? These are just some of the questions Mai-Kee Tsang answers in this week’s Expert Interview Series.

Between helping entrepreneurs discover their brand essence to carving out their signature system, you can find Mai-Kee expertly writing highly converting copy for her purpose-driven clientele while sipping a cuppa at her home in England.

To learn more about Mai-Kee, she's offered up these super helpful resources for wonderful listeners like yourself...

Mai-Kee's launch guide: https://launchguide.maikeetsang.com/

Mai-Kee's website: https://maikeetsang.com/

Mai-Kee's Instagram: https://www.instagram.com/maikeetsang/

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!

As a woman business owner, I don’t need to tell you how important having support is as you build your business. It’s well known that for female entrepreneurs to be successful, they need a strong support system in order to grow and scale. Many business owners reach their goals faster with ongoing mentor-ship and access to tried & true strategies from their peers.

I’ve collected the best of the best when it comes to online professional memberships for female entrepreneurs. Whether you’re looking for an online community or in-person support, these groups provide access to resources, peer feedback and ongoing mentoring that give women the chance to level-up and reach their professional potential.

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!

You have to admit, being a digital nomad sounds great. The idea of packing a small bag with only the essentials and jetting off to a super cool location to plot your next million dollar idea seems to be the new American dream. But how do you actually run your business from abroad?

This week I'm sharing my top 3 tips to digital nomad life. After living in seven countries on four continents, and over 10 years experience living and working overseas, I have a few things to share when it comes to packing up the laptop and buying that one-way ticket!

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!

Ever wonder why we feel so obligated when it comes to returning a favor? Or why we buy the cheese after we get the free samples at Costco? Or why it’s so hard to say no to a request after someone has been nice to us? The answer lies in one of the most popular psychological tactics used in marketing: reciprocity.

So what is reciprocity and what drives us to return favors, open emails, send Christmas cards or buy something we don’t want, especially when we think we’re in control of what we do each day? This week, I’m sharing the secrets of this mega powerful persuasion strategy and why your business absolutely needs to incorporate it into your marketing plan.

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!

Without a doubt, the subconscious mind is the key to profound and lasting motivation, resilience and success - in whichever goal you pursue! So how does the subconscious mind work and can we really retrain the brain to bust through those blocks we might face, in business and beyond? Whether it’s a lack of motivation, creative ruts, a negative attitude or you’re in need of an energetic boost, this simple 4 step system will have you back on track in as little as 15 minutes per day.

Research cited in this episode:
- https://ed.stanford.edu/sites/default/files/annurev-psych-psychology_of_change_final_e2.pdf
- https://www.thecut.com/2015/11/why-self-affirmation-works.html
- https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1693418/pdf/15347528.pdf

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! -->  Download Here!