It’s been two months since I launched How to Communications – a digital product website aimed at helping people understand and learn public relations tools and techniques. In the months leading up to going live, I worked on fine tuning my templates, creating power point presentations, writing the copy as well as getting a visual identity and brand for this website.
Once I launched it, I quickly learned through my work with Leap Zone Strategies, that what I was missing was a brand premise. You’re likely asking what the heck is a brand premise (I know I did). A brand premise goes beyond the logo and color pallets. A brand premise is the essence of what I stand for and what I promise to deliver.
When I was first introduced to the idea of a brand premise, I was overwhelmed. While I’ve always been passionate about helping people find their voice and learn public relations, I hadn’t dug deep enough into what I stand for. Even though we are all professionals, I wonder how many of us have taken the time, and self-reflection, to dig deeper.
Working with Isabelle at Leap Zone Strategies, we came up with a pretty strong brand premise. One that I can proudly stand behind. So here it is…
If you’re not amplifying, you’re weakening. Let me say that again. If you’re not amplifying, you’re weakening.
So what do I mean by that?
My job is to teach you what it takes to amplify. There are four key steps to amplifying.
- Interrupt – You need to create content and develop strategies that interrupt. This means making people sit up and take notice of what you’re saying.
- Connect – You must make a HUMAN connection with your audience – taking time to find the personal connection.
- Share – Your content must be shared in a way that creates impact.
- CONFIDENCE – Most importantly all of this must be done with confidence. Without confidence your message falls flat.
When you don’t follow these steps, your content doesn’t work. You’re not interrupting the noise so you can be heard. You are ultimately diluting and weakening your brand.
This is why it’s so important to know how to amplify. Amplify your voice. Amplify your message. Amplify your brand.
As you read my brand premise and key steps to amplify, you’re likely saying – well that seems logical and straight forward.
But guess what? It took a lot of soul searching and hard work, PLUS the help of an incredible digital marketing coach, to create my brand premise – If you’re not amplifying, you’re weakening.
After finding my brand premise, I went back and edited my website to make sure the copy was holding true to this promise. I also have this brand premise on my office wall so I make sure I live by it in all my writing, videos and interviews.
My challenge to you – what is your brand premise? What do you as an organization or an individual hold true? What is your promise? To help get you started, watch episode #67 of Leap TV. Then carve out some space to think about your brand premise.
This exercise will bring you clarity and confidence (and likely raise more than a few questions) to help you determine how you will divide the room.