Do you create from the inside out or from the outside in? That question applies to both the design of a space and the creation of your brand because the answer to both is the same. You must build from the inside out. But like many of our customers who make the mistake of choosing paint color before anything else, we make the mistake of designing our marketing materials and building our website before we even define the brand. And a brand that connects with and attracts people starts from the inside, with you and your passion.
Your brand must communicate your passion. When people visit your website, grab a marketing article, or hear your voicemail greeting, they must feel that passion behind what you do. Passion by definition is energy and people are always drawn to that energy. They want to get a part, experience it first hand.
Think about your passion. What inspires you about design? What moves and shakes your soul? Be very clear on this because once you make that connection and incorporate that into your brand, both customers and prospects will take notice. They will feel that there is something different about your business and they will be drawn to working with you.
Your passion is your vocation. It is a reflection of the pure alignment between being and purpose. When you see someone living their passion, it is contagious. My son’s music teacher from many years ago was a shining example of this. He taught music in elementary school, which for many music teachers is just a job. But you could tell that for him it was much more. It was an opportunity to share his passion with the world around him. He gave these students so much more than just an appreciation for music because he was living his passion. The children loved him and wanted to be around him. By sharing his passion with young and old alike, he drew us all in and left us with a sense of energy and inspiration. You could tell that what he did was with ease and with pure joy. While I didn’t need a “brand” per se, it was a perfect example of how living your passion becomes your brand and attracts people. You said his name and people instantly smiled. That is what you want to create for your business through your brand.
Realize that your passion is closely related to your brand.. A brand that stands out and resonates with its ideal customer starts from the inside out. Start with your passion!
Action steps:
What is your passion? If you are hesitant to answer this or are unclear on your answer, take the time to find out what it is. So many times we get so caught up in the day to day that we lose sight of the passion that is within us. It is still there and always will be; you just need to take the time to connect with him. Make time for things in your day that allow you to slow down and nurture that passion. Once you have a clear understanding of what you are passionate about, make sure your brand reflects that passion. Looking through your website and marketing pieces, do you feel connected to the words and images? If not, your passion does not manifest itself. Create a brand that speaks from your heart and is a reflection of your soul. You will connect with both prospects and clients in a very powerful and lasting way.