In this episode of The Climb, Cliff Simon, CRO of Carabiner Group, a part of SBI, is joined by Will Allred, Co-Founder of Lavender, where they talk through developing messaging that aligns with the goals of the brand in order to build a cohesive story through digital presence, brand identity, and in-person events.With a strong focus on the value of building a strong personal and brand identity, Cliff and Will outline the evolving nature of social media and strategies to drive engagement.Key Takeaways:Overall goal is to educate the market, establish brand identity, and become top of mind in consumers.Consider: how many logical steps does your audience have to make to tie your content to your brand.Marrying the brands digital presence with in-person interactions is essential.