EP#52 – Transcript

Hello. Hello. Hello, we are live. We are on day nine. I think I might have labeled this as day eight, but it’s actually day nine. This is the second to last day of my Facebook live challenge. So, I’d like to thank everybody who has been coming to the lives and those of you who are watching the replays as well.

I’m just trying to was just rushing. I was a bit late today, but that’s not allowed is it. And I’m just getting my positioning right. So, today we are talking about something called your Brand Ideas, and tomorrow on day 10, I’m going to be taking you through the lessons that I have learned in doing these Facebook lives. So that will be an interesting one, tomorrow.

Anyway, today, I would like to talk about something called your brand ideals. Now, just to let you know that I am not a branding specialist in any way, shape or form. This has actually come from a piece of homework that my daughter had to do for English. They’ve been doing this kind of advertising project over the last few weeks. Today she was having to do a sales pitch, like a Dragon’s Den sales pitch, which was quite fun to sit and do that with her, but one of the subjects that we’re talking about were brand ideals and this really got me so much, that I’ve been really thinking about it, for the last few weeks. And so much so, that I have now actually decided to completely redesign my blog, based on what I’ve learned about brand ideals. I mean, it just makes so much sense. And yeah, this was literally a homework piece.

We sat down, we read it, we went through it and as I’m reading I’m thinking, “God, this is so important. This is incredibly important for our brands” and the reason is is because once we get this, if we understand this, this will change everything you do from the content you create, from the way you present your brand, or your website or your podcast or your YouTube videos, whatever it is, you’re doing. From the products that you create. I mean this literally does drive everything you do. That’s how important this actually is and I just love it.

So, this is what we’re talking about today. We’re talking about your brand ideals.

So, what is a brand ideal? What is that in the first place? Well, it’s actually your inspirational reason for being. So what is the higher purpose of your business? Essentially, I know we all kind of listen to it and we think, here we go again, but what is the WHY of your business? Why is your business here? And why do people want to come and use your products and services?

So let me give you some examples.

Okay, examples of brands with big ideals. Red Bull, now Red Bull is a drink. We all know that Red Bull is a drink. In fact, it’s a really horrifically, sugary, not very healthy drink. But Red Bull’s brand ideal, their mission statement, your brand idea is different from your mission statement by the way, their mission statement is to be the number one energy drink in the world, something like that. That’s very self-serving, right? They want to be the number one energy drink in the world. Your brand ideal serves other people. It’s outward-looking. So their brand ideal, is that they want to energize the world. That’s their ideal.

Now, how does that translate into what Red Bull put out into the world? It translates if you go to that Instagram and if you look on YouTube, it translates into extreme sports. You see guys jumping off the sides of huge mountains with these little parachutes on, just crazy people skiing down teeny-weeny little ravines, and people mountain biking and all the rest of it. So it translates into extreme sports because they’re trying to just energize the world and go crazy out there. That’s their brand ideal. Okay?

Google’s brand ideal is to give access to the information of the world. That’s their brand ideal. Facebook, Facebook’s brand ideal, their higher purpose is to connect the world. That’s like Mark Zuckerberg has a big dream, is just to connect the world throughout. Nike wants to inspire people to take action. Nike sells sports clothes.
But it wants to inspire people to take action. Starbucks, Starbucks sells coffee and cool coffee and has all their baristas and you know, their nitro brew and all that kind of stuff. Their brand ideal is to make human connections.
That’s what Starbucks wanted to do. They wanted to become this place where people could gather and connect. That’s their brand ideal.

So, how does this translate into everything these guys put online? Well if you actually go and have a look at their website, at their Instagram account, at their social media, you will see that what they publish is not, Red Bull the drink. Yeah, that’s like that must be 10% of what they publish online. An advert of Red Bull gives you wings
or you know a picture of their of their drink or whatever, or Starbucks with their coffees and what have you.
What they actually put out there, is information and images and videos that represent their ideal. They’re always putting out stuff that represents their ideal, not their mission statement and not their product. Which I find incredibly interesting.

So the question is, what is your brand ideal?

Because, I think a lot of us even me, even these Facebook live challenges. I mean, this is the thing I’ve been thinking about. I think about these Facebook live challenges. They’ve all been very much.. “This is how you do it. This Is how you build your lifestyle business.” ”This is how you create content. This is how you do this. This is how you do that.”

And actually, I sometimes wonder if the content that I put out would be better serving people, if it was much more about the beliefs around building a lifestyle business. Why do you want to build a lifestyle business? What is building a lifestyle business actually give you? And that’s my brand ideal. My brand ideal is for people to achieve ultimate freedom. And ultimate freedom comes from doing something you love all the time. And it’s that I’m trying to get across to people, you know that belief and in fact, if you go to YouTube, and if you have a look at Simon Sinek’s, Start With Why Ted talk. He talks about; the goal is not to do business with everyone who needs what you have, the goal is to do business with people who believe, what you believe.

So it’s about starting with a belief, and then going out and finding other people who believe what you believe and those people are your target market. And Simon Sinek gives some great examples of Apple, and he talks about Martin Luther King, and he talks about the Wright brothers and how the Wright brothers were up against another guy who had funding and press coverage and all this kind of stuff, but he didn’t, he wasn’t on the right mission. He wasn’t on the same mission. He didn’t have as strong as why as the Wright brothers, hence why they are now famous, for air travel and this guy wasn’t. So go and watch that start with why Simon Sinek Ted Talk. It’s very very inspirational and it really explains what a brand, he doesn’t use the term terminology “brand ideal”, but essentially, he’s explaining what a brand ideal is- which is that people buy into your why, not your how and you’re what.

So how do we come up with our brand ideal?

How do we know and decide what our brand, well for some of us, it’s going to be inherent? You’re just going to know, instantly, this is what I want to do. Let’s say, for instance, you’re in skincare. Your brand ideal is maybe for people to feel better about themselves. Yeah? On the surface, it might because I want you to look beautiful
and want you to have hydrated skin and want you to feel younger, but actually is the end result of that that people have a higher self-esteem. Is that the brand ideal here? Maybe.

Happy birthday to Helen, by the way. It’s Helen, one of our group members, it’s her birthday today. Helen offers services in email marketing. So maybe, Helen’s business is email marketing services. Hey, I’m going to help you increase and sort out email marketing, but maybe actually, her brand ideal is to free up time because email marketing takes time, takes a long time and effort, and all the rest of it. So maybe her brand ideal is actually from a business owner’s point of view, to completely free up your time. Let me, do that job for you. Or maybe the brand ideal is to massively increase engagement and that’s her skill set because she’s going to help you increase engagement, whatever that is.

Why did I send my sister a calendar of inspiring travel pictures? It’s a calendar. It helps you with the dates. Right? But the inspiring travel pictures is the brand ideal of that particular company selling that calendar. It’s that freedom and tapping into, you know, somebody’s desire to go and travel. So, that’s what your brand ideal is – tapping into that desire of the people that you want to attract. So you need to start with what do you stand for?

What are your values? What are your key values? Why did you start your business in the first place? I think that really is the critical question. Why did you want to start your business? So for my example, I wanted to start your lifestyle business because I run a lifestyle business and I’ve traveled the world for the last 10 years while building those lifestyle businesses, and I want to teach people how they can have a similar amount of freedom, and how they can do the things they love to do. So why did you start your business in the first place? And what are your values? What do you stand for? Sit down and really think about that and answer that question. Okay?

Then number two, ask yourself how can your brand or your product improve the life of your target market? How do your product and service make somebody’s life better? I like to use the terminology, Transformational Value. Actually, nabbed that from Frank Kern many years ago. He used to talk about delivering transformational results in your webinars, in your courses etc.

And so now I ask you, what transformational value does your brand or product give your target audience? So for me with mine, hopefully, it gives people that transformation from feeling like they’re trapped or they don’t have any choice to total freedom. Okay?

Then, number three. What are the five emotions that you really want people to feel as they come across your brand? What are those five key emotions that you just want me to go, oh, I just feel like this. So for instance when you go to Red Bulls Instagram account. I mean, that’s just got to be the best example definitely out there.
Go to Red Bulls Instagram account. What do you immediately feel? You probably feel fear, exhilaration, excitement, you know sort of energy all of that kind of stuff because that’s what they want you to feel, that’s that energy, inspiring energy and uplifting and all the rest of it. Which is how you feel along with deep-rooted fear, quite frankly or some of these things that you see on their videos. But what do you want people to feel when they come across your brand?

This is huge because this is what’s led me to decide on a complete rebrand of Your Lifestyle Business. Because as soon as people come to my blog, my website, my Instagram account, I want them to feel freedom. I almost want them to feel the wind blowing through their hair as they see my stuff. Do you know what I mean? I literally want them.
I was looking on my desktop the other day, I have the momentum app on my Chrome and it came up and there was this huge field with blue skies and mountains and stuff. And as I looked at this picture, I could literally feel the wind blowing through my hair. As I’m looking at this picture and I just thought to myself, wow, that literally epitomizes everything I want people to feel. When they come across my brand, that instant feeling of freedom and the feeling and that ‘can do’, you know that feeling of energy and I can do it and it’s doable and it’s achievable. So what are the main emotions and words that you want people to say and feel when they come across your brand? Okay?

And then number four, question number four ask yourself what’s the deeper reason for people wanting your products and services. Not just, let’s say you teach people how to write books for instance. So, people will say, “Well, I want to learn how to become an author that’s why I buy your product, yeah?” But what does becoming an author give them? How does that make them feel? What’s that deeper reason for them wanting to become an author and how can you deliver that in your messaging, in your brand, in your messaging?

So for some people, it’s going to be different for everybody, but let’s say for some people, becoming an author gives them a sense of significance. So how do you deliver that in your branding or messaging? Maybe for some people becoming an author gives them a sense of peace. How do you deliver that? And it’s down to you what you see as important. It’s down to, what transformational value you want to add as to how you answer that question. Okay? So what’s the deeper reason for people wanting to use your products and services?

And then number 5, is starting to ask yourself how can you translate that, into the content that you create and the things that you publish. And this is just so important, that this has literally been running around my head for the last few weeks because I’ve never really been, I’ve always said, “Oh, you know, the content is important, the brand is not so important. You just got to create really really good valuable content and get that out there.” But the more I think about this, the more we focus on the higher purpose of why we’re doing what we’re doing and how that reaches people at a deeper emotional level. The more it makes sense to me why some brands succeed over others.

And actually, funnily enough, Simon Sinek in his video, Start With Why, was talking about the biology of it and how the neocortex, a newer brain, our Homo Sapien brain the one that’s only grown in the last eight X thousands of years, right? That’s the one that goes with logic and reason and all that kind of stuff but our limbic brain, that one that came from when we were amoebas under the sea, the one that’s grown with us, as we’ve done fight or flight mode and all that kind of stuff that limbic brain, that’s the emotional brain, that’s the one that says I feel something and he was talking about that terminology we use when we say, somebody could explain something to us
and it could all sound, absolutely logical and totally right but something doesn’t feel right about it. And that’s the limbic brain. That’s the brain saying it doesn’t feel right inherently. And that’s why the companies that start with the feeling, the why, that ideal purpose, they’re the ones that succeed at the end of the day rather than the companies that just hit your logic and your reason, does that make sense?

So, that’s the goal today. To come up with your brand ideal, and by coming up with your brand ideal, this is going to serve as a beacon for you through the tough times. Things change, stuff changes. It’s like my business online over the last 10 years things have changed so much. And if I started 10 years ago with that brand idea of this is what I want to do, then it doesn’t really matter how things change along the way, because you will adapt and change with the things because you have a higher purpose, does that makes sense?

So you’re not really tied into the practical, strategic, tactical things that happen every day. You’re looking at it from a much higher purpose, you’re saying this is my brand ideal. So what actually happens along the way that changes that is absolutely fine. As long as it fits in and meet with my higher purpose for the brand. Okay? That’s it.

That is today’s session. I’m just going to I’m over here to the questions, and have a look and say hello to Lauren, who is our branding specialist. I just want to say Lauren in case you missed it at the beginning, I did come out and transparently say I am no branding specialist, but this really got to me, this whole brand ideal it really,
it’s really kind of got into the old brain there.

Hello Charlotte, yea freedom, freedom from Braveheart there. Absolutely. Yeah, benefits versus features. Yeah, I guess it is like that Charlotte, you’re looking at the benefits rather than the features of your business, but it’s even deeper than that. It’s that real deep transformational value that your brand can give your target market and it’s about really digging deep into why you know, why your brand exists. And I think if you can get to your brand idea as well, I think a lot of us online with our businesses, we may start a business and we’re not entirely sure we can’t see straight away why we’re different.

So we start a skincare business. Why is that different from somebody else’s skincare business? Or we create a services business, an email marketing or a Facebook ads agency. Why is that different from somebody else’s Facebook ads agency? And I think we look and we look in the wrong area with someone what makes us different, is it because we price ourselves differently? Or is it because we have a bigger team or is it because we do more services or whatever? But no actually, if we focused on our brand ideal, if we focus on the way we want people to feel when they come to our business, then, now then we’re going to find our unique point, then we’re going to find our USP, then we’re going to figure out what makes us different from everybody else in the market. So I really feel, that this is a hugely, important area that many of us in our businesses neglect.

And Lauren’s just put neuro branding, understanding how you want your brand to make people feel and how you want them to see your brand. So important, so true. So there we go, ladies and gentlemen, I’m going to leave it there. It’s a short one. I don’t have anything else to say. I don’t want to fluff this out just for the sake of fluffing it out. That’s it. Go, find your brand ideal.

Ask those five key questions:

1. What do you stand for? What are your values?
2. How can your brand products and service improve your target markets’ life?
3. What are the five emotions that you want people to feel when they come across your brand? That’s probably the most important of all of the questions.
4. What is the deeper reason for people wanting to use your products or services? Also, a very important question.
5. How can you translate that into the content that you create and the content that you publish?

As Maya Angelou said, “People will forget what you said and what you did,
but they will never forget how you made them feel.”

Thank you for that quote, Lauren, really appreciate that. All right, so go and have a think about those five questions ladies and gentlemen. I hope that today has been super helpful for you. If you have any questions as always do just post them underneath this video. I’m here to help. That’s me. Over and out for today. I’ll see you on day 10 tomorrow. Thanks for joining me. See you guys. Bye. Bye.

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