Style Statement by Carrie McCarthy & Danielle LaPort

In my last post on Branding Clarity, I said I would share some of the tools we use to help our clients get very clear on who they are, what they must say, and how to express themselves most powerfully. So, I'll tell you about one of the coolest finds ever for clarifying your personal style and your business style - Style Statement: Live by Your Own Design by Carrie McCarthy & Danielle LaPort.

I saw Style Statement: Live by Your Own Design on one of those bump-your-hip tables in the center aisle at Barnes and Noble on a date night with my husband. The cover is lovely and the name intriguing, so I added it to my ridiculous pile of books to look through while I drink my non-fat, half-caf, two pump, extra hot white mocha (yea, I'm one of those coffee orderers). I had just enough time to flip through the Style Statement book by the time we had to head home and relieve our babysitter. The book is filled with photos of beautiful things. There are stories about real people and how they define themselves with two simple words and change their lives as a result. I was intrigued enough, in my quick flip-through, to order the book online the next day.

Since then, I've been increasingly astonished at the value of the concepts I learned in this book. First off, I didn't love the layout of the book. It was confusing for me. I chalk that up to a low tolerance for high art. I don't understand many things that others consider brilliant artistically. I also didn't do the exercises just the way they suggest them. I found it cumbersome. That could be because I have spent a lifetime contemplating my proverbial naval so a number of the questions seemed obvious to me and felt like I'd be getting off-track. Anyway, all that said - I am deeply grateful to Carrie & Danielle (they have formed a company with this name - Carrie and Danielle - through which they do Style Statement consultations) for the ideas they have given me in my work. I use a process that has many similar elements to the questions and suggestions that Carrie & Danielle make in their Style Statement book in my Branding Clarity sessions with clients. And, while I have a number of other question streams and explorations that I mix in, we do land on a two-word phrase much like the ones in Style Statement to drive branding in my client's business that is based on "foundation words" and "creative edge" words from the Style Statement book. Check out the book to learn more about those. It's too technical to explain each term for a blog post. If you're intrigued, you'll want the book. So get it.

The most important thing is that your phrase (just as for a Style Statement) feels accurate and uplifting. It should inspire you to work better, brighter, more powerfully. If it doesn't, it's not the right phrase. Try again.

So, what do we do with this phrase in Branding Clarity? We use it as a reference. We look at all expressions of your business: marketing materials, internal documents, presentations, logo and colors, language and word choices, key phrases... and ask whether they match this fundamental, distilled description of the client's brand (personality...style...)

Here's an example. Allison Hull, owner and designer at Lemon Halo in Bend, Oregon, went through the Branding Clarity process with me and we landed on Bold Fanciful as her branding phrase. It's not easy, landing on the right phrase, but when you do land on it, you know pretty quickly. It feels right. It makes perfect sense. You think to yourself, "Of course!", while an underlying feeling of giddiness lingers in your belly. Especially after a few days of sitting with the phrase, it simply either works or it doesn't. Bold Fanciful works for Allison. She felt revived, energized, pumped up to take her business to the next level once she claimed her phrase. Images came to mind, and colors and ideas. So inspired, she called her graphic designer and had a new logo and all new marketing materials created and began the process of redesigning her website! It's been at least two months and if you ask Allison today about the Branding Clarity process and the value of her branding phrase and she'll light up and tell you it rocked her whole business!

Branding Clarity, in general

Quick - what is your brilliance? What makes you irresistable and memorable to people?

Are you funny and earthy? Are you intense and artistic? Are you loving and adventurous? Are you terse and distant?

And your business? How is your business experienced by clients, potential clients, vendors, and friends? Is it fun to work with you? Is it easy? Do people feel safe and grounded? Do they feel stretched and satiated by their experience with you? Does interaction with your business add zest and flair to their life or does it bring peace of mind and a sense of comfort?

Your brand is the personality of your business. It is not your product. It is not your logo. It is not your marketing program. All of these things should be full of or drive your brand, but your brand is a separate thing in itself.

It really is just like personality in a person. If you are happy-go-lucky in personality, it is likely that you choose to do things that are fun and playful (at least part of the time), you live a lifestyle that has a happy-go-lucky quality and you probably even dress in ways that reflect this personality characteristic.

Similarly, if you are serious and introverted in personality, there's a good chance that you do things that engage that serious part of you more often (reading, maybe... research, contemplation... you get the idea). You likely dress and speak in ways that are consistent with this personality trait. Your personality is consistent with your style overall.

People get to know you, respond to you and remember you based on these qualities.

The same things happens with your business. This is your brand; the personality of your business. People remember your brand when they remember your business.

So, be intentional about your branding. Be sure that you articulate your brand and make your business decisions with the conscious goal of reflecting that brand.

This is easy to say, as are most things theoretical. The application is the hard part. Articulating your brand is no trivial matter and most of us struggle to first identify the current characteristics of our brand then name them. Then it gets even more complex as we look at those characteristics and decide if they make up the personality we want associated with our business.

Alas - there are ways to get there, however! A guided, deep inquiry with specific tools designed to draw out a succinct description of your business' personality can give you a reference point to use when deciding on logos, colors, language, and even product ideas.

In the next few weeks, we'll talk more about some of these tools for branding clarity. Stay tuned.

You Talk, You Brand

I've been working on a new brochure for my business, Eloquence Communication. The process is shockingly lengthy, with a zillion tiny decisions. What size brochure do I want? Where do I want to place client testimonials? Is it obvious enough, early enough in the brochure experience exactly what service we provide?

Oh, so many little details. And this follows a zillion more details I already attended in the process of doing the re-brand we are implementing (more on that in another post, when I have enough distance from the process that I can talk about it with some enthusiasm).

The brochure was virtually done and I was showing it to some friends to get feedback on the layout. Looking at the client testimonials page which I had titled "Praise", my friend, Cynthia, said, "I would use a different word besides 'Praise' on this page. The way it is now, I can't tell if this is a service you provide or what."

Totally useful feedback. Obviously, further reading would indicate that this is the place in the brochure where we share "testimonials". But no one wants to work that hard to find out what you are trying to say to them in your business brochure. And the thing is, I had already decided against "testimonials" (too dry) and "buzz" (too cliche, too marketing-speak) and I was out of ideas for what to title this section.

I kept trying to decide it wasn't that big of a deal, but the fact is, it does matter. What you say brands you and your business. And while "branding" is the epitome of marketing-speak now, it is a serious fact-of-the-matter that you are branding all the while you are doing anything.

When you are marketing a small business that you own, you are your walking, talking branding machine. The words you choose, the way you listen, the questions you ask - they tell the world what you value, what the experience of working with you will be like. So the words in my brochure, which I plan to distribute far and wide (strategically targeted, of course) should be an indication of the experience of working with my business.

This requires me to be very clear about the experience of working with my business; which I am because this is a huge part of what we do at Eloquence Communication. We help you get very clear who you are in your business so that you can bring Authentic Eloquence to your work. I reminded myself that Eloquence Communication is about authenticity and beauty in language. We believe in finding the most natural word that clearly makes whatever point is sought, while investing a bit of time exploring nuances in language that might be even clearer and more interesting. It is first about authenticity and clarity, but a close second about creativity and innovation in language.

Finally, I decided to label that section "Praise for the Eloquence Experience" (with help from my wordsmith husband) because it was on-brand - and I liked it. It feels right. It sounds good to me. It is clear and useful. And did I say, I liked it?

That's the other thing - be sure you really like the brand you create. Only way to do that is to create it with intention. And get it that every little thing you say and do contributes to your personal brand. For small business owners, your personal brand is often your business brand.