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Your brand has a message you are trying to communicate with your audience, a story you are trying to convey through words, imagery, and the like. You have a mission and a purpose, and you’re working hard to reach the right people with the right message.
But something’s not quite right. You’re not really sure why, but it doesn’t seem like your message is very effective. You may not know how to actually communicate correctly with your audience, and you know it’s hurting your brand. You might struggle finding the right words, or you might struggle with finding any words at all.
Without clarity, a brand is lost. How can you communicate your message without knowing how your audience is going to respond to it, and what can you do to improve your communication skills?
In this solo episode, Kyle shows you how you can improve your brand message, provide clarity in how you communicate, and reach your audience better than you’ve been able to yet.
Highlights, Takeaways, Quick Wins
- Articulate your brand message and internalize it.
- You have something to tell people.
- Let people in on your brand story, or you’re robbing them from experiencing what you have to offer.
- Look deep inside and figure out what you have to say.
- People can’t know what drives you until you tell them.
- Sit down and write out everything you think about your brand.
- If you can’t communicate with your audience, they’re not going to connect to your brand.
- Talk about your brand like you would talk about your significant other.
- Figure out what your brand adds to your life, purpose, and mission, and then articulate that in a way people can connect with.
- Be fully invested in your brand so other people can invest in it with you.
- 01:11 Kyle: This show comes from an email we received. I’ll read it to you: “I’m not very good with communication. I tend to reply with single sentences and keep quiet afterwards, even online. How can I build a reliable, relatable brand if I can’t communicate consistently with my audience?” I used to be somewhat of a fly on the wall as well, and I can relate to what this email is saying. I used to sit back and let others talk, observe the room, not voice my opinions too strongly, and take things in.
- 01:51 I’m more of an introvert by nature, and if you are that way and you have a hard time communicating, trust me when I say that I can definitely relate to this. Over the years, I’ve learned that articulating your message is really important.
Articulate your brand message and internalize it.
You have something to tell people.
- 02:14 You have something people want to hear. The ability to communicate is learned. There are a lot of people who are inclined to speaking well and to being able to articulate what they want to say, but that doesn’t mean that you have to hold back and not articulate what you want to say.
Communication Is a Gift
- 02:30 One of the best things I’ve heard in recent months is from Roger Love, a voice coach. He was originally a voice coach for music, but more recently he has come into the space of public speaking. I love what he said about your voice and communication. He said that the only reason you speak, the only reason anything comes out of your mouth and travels to someone else’s ears, is because you’re giving them a gift.
- 3:05 When you speak, you’re giving somebody else a gift. You don’t have to write anything down or speak anything. You can talk to yourself without saying a word. In his presentation he said, “I’m going to tell a funny joke,” and then he paused, didn’t say anything, and then laughed. He can tell himself a joke. He doesn’t have to tell everybody else a joke.
- 03:38 If he takes the effort to tell somebody else a joke, he’s giving them a gift. What gifts are you giving to other people? Are you giving small gifts that are easy to put out there, or are you putting time and effort into understanding how to articulate things in a way that makes sense to people, connects with people, and serves your brand message to its core?
If you don’t let people in on your brand story, the reason your brand exists, you’re robbing them from experiencing what you have to offer.
- 04:19 You didn’t found your brand just to be another t-shirt company. You founded it to speak a message and treat people in a way no other t-shirt company does. That’s just an example, but whatever your brand is, whatever you founded your brand to be, there’s a reason. There are plenty of other people doing what you’re doing. There are plenty of other people wanting to go down this path, but you have a reason. There’s a reason you want to do what you’re doing, that you believe your brand has more to offer, that you believe that you can do something better than the next person. This is not arrogance. This is just you believing in what you have to offer.
- 05:03 This is you believing you have something to offer that nobody else does. Nobody can get behind what you have to offer if you don’t first get behind yourself. If you’re afraid to get up and talk with people, to speak in more than one sentence, if you don’t feel like you have enough to say, it’s because you haven’t looked deep inside and figured out what you do have to say. It’s also because you don’t want to share that with people. That’s a hard lesson I had to learn. Earlier, I mentioned my propensity to hold back, not speak to people, sit back, watch, and observe people. Sure, I’m inclined to that.
- 05:45 That’s just part of my personality type. I want to think about things. I want to understand. I want to speak in a clear, concise way that some people can’t interpret very well. They can’t interpret what I’m saying because I speak almost too clearly, and it comes off rude or as information that I’m spewing. Over time, I’ve had to learn that being able to articulate is huge. Being able to be a story teller is huge. Talk to people that are interested in your brand online or in person, speaking to them in a way that shows that you are as excited about your brand as you want them to be.
Share Your Excitement About Your Brand
- 06:39 You’re completely sold on your brand, and it should be your mission to share that with others. Failing to do so robs them of something great. You’re robbing people if you don’t articulate your thoughts and if you don’t talk about your brand in a way that sells your brand to other people, that gets them on board with your mission. You’re robbing them of the thing you say makes your brand great. They don’t know what makes your brand great. You could know that internally, that you’re doing this for this reason. You want to help people, move people forward, or whatever it is that drives you.
People can’t know what drives you until you tell them what drives you and your brand.
- 07:37 I am passionate about this topic because this is something I struggled with, so everything I’m saying here is something I wish someone would have told me in the beginning. Your brand is more than something you found and you think is great—it’s something you want other people to get behind. It’s something you want people to believe in as much as you believe in it. I have a couple of quick things you can do to start articulating your brand message in a better, clearer way. The first of those is writing. Sit down and write out everything you think about your brand. Think about your brand and why you founded it, and start writing that. Write everything that comes to mind. Go back through and sort it. Edit it. Make it understandable.
- 08:30 Word everything like you’re talking to someone. As you write it, write as if you’re writing an email to another person. If it helps you, actually write that email to another person: “Here’s my brand, here’s why I have this thing, here’s what I love about this thing, here’s why I think the product or service I offer is superior to other people in my niche, because I believe in this brand.” I think you’ll be surprised at some of the things that come out. It’s okay to start regurgitating those at first. Write those down and play them back in your head when you’re talking to people.
- 09:16 When you have to speak, it’s fine to regurgitate that. It’s fine to copy-paste that for a while, and drill that into your head. Drill into your head why your brand is so amazing. Why do you care about this thing? Why does anybody else care about this thing? These are things you need to know, things you need to understand. As the email mentioned, “How can I build a reliable, relatable brand if I can’t consistently communicate with my audience?” Honestly, the answer is that you can’t.
Help Others Connect to Your Brand
- 10:01 If you can’t communicate with your audience, they’re not going to connect to your brand. People connect with people because you give them the gift of your voice, whether that’s written or verbal. They connect with you because you give them the gift of articulating what’s in your mind. I would challenge you to try to find a reliable partner in life that you never speak to. You see them on the street, you walk up and stare at them and they stare at you, and suddenly you’re getting married the next day. That doesn’t happen anywhere. You have to be able to communicate to get people to fall in love with your brand, with the story you’re already in love with. If you’re aren’t in love with it, maybe you need to reevaluate why you’ve started this brand.
- 10:49 Why are you doing this thing? Why did you start it in the first place? If you started it for the money and you don’t have any purpose, that’s not a good selling point. It’s really not. Imagine yourself saying, “I just want to earn money, so please come buy from me.” That’s not compelling. That doesn’t add to someone else’s life.
Figure out what your brand adds to your life, your purpose, and your mission, and then articulate that in a way that people can connect with.
- 10:35 “I want you to come buy the shirts in my store because they are made with the best quality cloth ever made. I really care about these. Most people don’t put so much time into their shirts, and these will add to your life because they can be worn longer. They’re not going to wear out, and they’re for a good cause and message, like self-encouragement.”
- 11:54 I’m just making up a story there, and it was kind of a lame story, but I hope the point shines through. You need to be in love with this. You need to talk about your brand like you would talk about your significant other. When you’ve gotten to the point that you’ve communicated with somebody and you’re in a relationship with them, other people start to talk to you about that relationship. They say, “Jenny is the nicest person ever. I’m so glad you’re dating Jenny. She seems nice. What do you think of Jenny?”
- 12:34 Do you sit there and say, “Well, she seems pretty cool. I think she’s pretty nice.” No, you go on and on about her for hours and you make the other person sick of hearing what you have to say. You are fully sold on that person. You want to tell everybody how awesome she is, because you want other people to buy into that. You want other people to believe that with you, because you care about that person. That’s how it should be with your brand.
You should care about your brand and be fully invested in it, to the point where other people can invest in it with you.
- 13:22 I’m so big on communication lately because it’s something that I struggled with. I completely connect with the message this person sent in their email. If you struggle with that too, if you’re more inclined to be an introvert, feel free to reach out to me. Contact me and let’s talk about it. Cory and I are both open to talk about that. Cory’s more of an extrovert, but we all struggle with communication.