Speaker 1: When you think about your brand, does it feel like a hodgepodge of different styles, maybe a little disjointed, a little confusing, a mix of three years ago, a year ago, and then where you're going in the future? Well, in this video, I'm going to show you how you can scale your brand with consistency and clarity. My name is Kay Putnam. I'm the psychology-driven brand strategist, and I am so excited to share this with you. If you're like a lot of my clients that I work with, you're probably an ideas person. You are the one who is coming up with the product, the marketing schemes, and you have a thousand and one great ideas, but where it gets tricky is when it comes to actually implementing and staying focused on a singular brand identity, a singular marketing strategy, or even just empowering your team to stay the course and stay in one direction instead of veering off in a bunch of different ways. And why is consistency important in the first place, right? Why does it matter if you're using slightly different colors in one place or the voice of your brand sounds a little bit different from person to person who works on it? Why does it even matter? Well, it's actually incredibly important. For one, psychology shows us that it takes an average of seven touch points with a brand before we're ready to buy. So if your brand looks and feels different at every single touch point, it's almost like you're starting back over at zero. You don't get to build that relationship over time. It's almost like you're just starting over. It's the 51st dates phenomenon, right? Also, whenever clients or customers are confused, that kills sales. We don't buy when we're confused. We buy when we know that a brand is going to add to our sense of identity, our aspirations for our future, or if it helps us solve a problem. But if we're not clear on how it's going to improve our life, then we look someplace else. Also, familiarity builds trust and likability by just being there, by just showing up. You are increasing the chance that somebody is going to buy from you because they consistently see you again and again, so you become familiar and they start to like you. The other key to consistency is that people really aren't paying as much attention to you as you think that they might. So you have to reinforce that same message, that same brand identity, and build that relationship way more than you might think that you need. You're probably tired of talking about the same themes and the same topics and using the same catchphrases over and over and over again, but the reality is your clients only perceive or only register a very small percent of those. Plus, there's new people joining your orbit every day. There's new people that are joining your audience every day, and you need to create a consistent brand experience for all of them. The problem happens when you try to solve this equation in the wrong order. So if you try to start marketing before you know what that consistent message is, or if you're just dabbling and throwing spaghetti at the wall and you don't have a clear sense of where you're going, it's going to be really hard to be consistent. Or maybe you're in that scramble time and money and team scarcity mode where you feel like there's never going to be enough time to do all of the things that you want to do. This can be a place that kills your brand consistency and your brand potential. It's important to spend the time to go back to the beginning, to revisit the very basics and foundations of why people are going to do business with you before you're figuring out which platforms you're going to be on, what your specific Instagram posts are going to look like, et cetera, et cetera. Once you have that clarity in the beginning, it allows you to be consistent over all of the places that you're showing up. This includes all of the team members who are showing up on behalf of your brand. It doesn't make sense if you're the only person who can be your best brand. You need to empower your team members to also create content, to create visuals, to create messages that are going to build the relationship, that singular message with your ideal clients so they become more and more attracted to your brand. I've already hinted at the cure to this problem and it's going back to the basics, right? So you have to set some time aside, especially if you're feeling like you're not growing as fast as you'd like, or if you're recognizing these inconsistencies that are happening across platforms and across messages. It's time to figure out who your brand serves, what you stand for, what your high standards are for showing up as your brand so both you and your team have the ultimate clarity on how to be your brand every single day in a very specific and consistent way. And just know you can do this by yourself. It is completely within your realm of possibility to sit down with your team and do this internally. If you're like a lot of my clients, you might realize that it's really hard to see yourself clearly. You know that you like a bunch of different design styles that you're using or you're seeing other people using. So it can be helpful to bring in an expert advisor to help you sort through all of the good ideas and bring the best ideas up to the front. This is exactly what we do with our one-on-one VIB clients in our Clarity Code program. It's a matter of going through all of the good ideas, all of the design styles that you've accumulated or that you're inspired by, all of the messages that are going to speak to your ideal clients on a very emotional way and choosing the very best to use as your brand standards. This allows you to lead the market, to build more consistent relationships with your ideal clients, shorten the sales cycle, and field more inbound leads, people coming to you who are excited to work with you because they know exactly what you stand for because you've been consistently showing that to them over time. If this is helpful, subscribe to my YouTube channel. I would love to help you if you're one of those advanced entrepreneurs. Through this process in my Clarity Code program, you can check out the details at claritycode.co.