How to Message Your Brand in a Time of Crisis

How to Message Your Brand in a Time of Crisis

BY MICHELLE KNIGHT

If you prefer to watch a video version of this post, which is highly recommended, you can do so below.

As I write this blog we are in the middle of the Covid-19 (Coronavirus) pandemic in the States.

It’s a difficult time for many small businesses and online entrepreneurs as their business has been impacted. But, more than anything so many owners are feeling lost.

What do we do in a time of crisis?
How do we respond?
How should we show up for our online communities?

Whether you’re reading this blog because you’re asking the same questions right now, or you’re circling back to learn how to be prepared for a potential future crisis, I hope this blog will offer you advice on selling, messaging and branding your business during a time of crisis.

A LITTLE BACKGROUND

I’m an online branding consultant and marketing strategist helping online female entrepreneurs grow their business online. I’ve been running my business for four years, and before that, I spent years in Public Relations and Communications.

I spent time working in crisis communication for nonprofits and took the training in school. Today, I’m pulling that all together to support you in moving forward with your mission and message.

Handling a Crisis as a Personal Brand or Small Business

There is a lot we can learn from large corporations when it comes to crisis communication. Typically large companies and firms have a complete crisis communication plan, so if something happens the company as a whole is prepared and on the same page.

One of the best takeaways from a PR approach is to be active, rather than simply reactive.

When the recent Covid-19 (Coronavirus) pandemic hit a lot of brands started to panic. Understandably so, there really isn’t a rule book for this. But, we can learn three important elements from a crisis communication plan and apply to our small business and personal brand.

#1 BE HUMAN

If you follow me on social media or have read any of my blogs you know that what I teach around branding is centered on human marketing - that should always be the top of your mind. 

But, in a crisis it’s very important. Tapping into the fact that our audiences are REAL people, we need to be compassionate and we need to be empathetic. 

We need to let people know that we are here to support them. During the Coronavirus, you probably got a surge of emails, from companies and brands.

As soon as this thing happened everyone went into addressing the issue, and that’s a good thing (more on that later), but what so many of those emails were lacking was compassion.

Many of the emails I received felt so dry and as if they had been copied and pasted from a template - it felt like everybody was sending the exact same email. 

This is an amazing example of incorporating more story, compassion and empathy to differentiate yourself from others talking about the same thing. 

The more you focus on what your audience needs to hear today, the more thankful they will be of your outreach.

I recommend adding more story connecting on a human level and focus on giving, giving, and giving some more. Find a way to say I’m here for you and I understand what you’re going through.

#2 TAKE ACTION - DON’T WAIT

When you're in a crisis, you have to take action. The worst thing that you can do is sit back and do nothing. If you’re being handed bad press, the last thing you want to do is say nothing. If it’s a situation like the Coronavirus it’s important to take action and pivot.

During a time of crisis, it’s important to modify your messaging, make small adjustments to your offers (if needed). 

Sitting back and waiting for things to be “normal” will not help you advance your business. You will grow more from gracefully handling a crisis than you will from sitting back and doing nothing.

#3 DON’T IGNORE IT

Along with taking action, it’s also important to not ignore it in your messaging. Ignoring a situation can make your brand irrelevant in a time when your audience needs you to show up. 

Don't pretend like it's not happening. It doesn't mean that every single post needs to be about the crisis, but let people know that you understand what’s happening and address the situation.

In times of crisis, it’s the brands that step up, are of service and show up for their communities that make the lasting impact.

How You Need to Show Up During a Crisis: Branding + Messaging

During a crisis, it’s important to focus on the big picture of your brand.

You might not have the best sales at this time, especially if what you’re experiencing is worldwide, but that doesn’t mean it’s over.

Remember, your brand is not the single product or service you offer - it’s the overall experience, mission and values.

During a crisis, it’s important to gain clarity on these pieces so you can continue to move forward.

How can you use this time to grow your audience, build brand awareness and be of service?

Is there a new way that you can show up for your audience and deliver content? During the Coronavirus and quarantine, more and more people were online.

During this particular time creating a podcast, writing blogs or activating Facebook ads are a great way to reach your audience and build brand awareness.

Even if that doesn’t directly relate to sales now it will in the future.

When it comes to a crisis, like the current Coronavirus, it’s so important to serve your audience with your messaging.

Think of different gifts and resources you can provide your audience that again build trust, build community, but also offer support.

People will remember how your brand responded during a crisis - make sure it’s authentic and of service.

YOUR CONTENT

When it comes to the content you create during a crisis it’s important to show up. As we’ve already covered, you’ve got to remember your audience is human.

How can you create content that connects deeply with your audience?
How can you create content that brightens their mood?
How can you create content that tells the story of your brand?

Now more than ever these pieces are so important.

BE OF SERVICE

Your main goal during a crisis, like Coronavirus, should be of service.

If you show up and you are of service to your audience and to people who have no idea who the hell you are, then you will see it will pay off in the long run.

It’s just another reminder that you want your brand and business to be in for the long game.

One of the lessons I shared in my video below, as it relates to the Coronavirus was the idea that there is still time.

It’s hard to see the light at the end of the tunnel during a crisis, but in the current pandemic, it’s important to remember that we still have 75% of the year left.

And most businesses make the majority of their revenue in Q3 and Q4 typically. There is still so much you can do to hit your goals.

IMPORTANT NOTE: Being of service doesn’t mean giving everything away for free or heavily discounting your services. You’re still running a business. There is a way to be of service and give to your community while still making money.

STEP UP

I encourage you to ask yourself the following questions…

How can you step up and serve your ideal client? 
What is the mission behind your business? 
What is the impact that you want to make with your brand? 
How can you do that now when people are looking for that support more than ever?

Remember that being of service proves in the long run, that the sales will come. 

#1 CRISIS COMMUNICATION STRATEGY TO AVOID

In my opinion, during a time of crisis fear-based marketing is a no-no. 

We know statistically people respond to pain over pleasure when it comes to your messaging. That’s because it’s much easier to say, “I want to avoid x, y and z,” then it is to say, “I want that!”

But, in a time of crisis, some people can go a little too far in addressing the pain. A general rule of thumb is that if you are exploiting a situation or the fears that people are experiencing, it’s not a great branding move.

Remember branding is the long game. It might seem like a great marketing move right now, but in the long run, the chances of it paying off are slim.

In times like this, it’s important to focus on the joy, pleasure, desire and how you’re helping people grow overall.

We’ve talked a lot about showing up for your audience, but when it comes to messaging your business and focusing on the benefit, remember you’re stepping into your role as a leader.

During a crisis is an amazing time for leaders to rise up.

If you don't do anything, you won't rise up.
f you're not showing up, you won't rise up.
If you're trying to go viral or pick up on people's fears or insecurities, you won't rise up.

CONCLUSION

Remember, the top tips for your brand during a time of crisis are:

Increase your brand exposure: Create content, tell stories and show up. If business is slow during a time of crisis, use that time to introduce yourself to others.

Build a warm audience: Along with building brand awareness you can also use a time of crisis to build trust with your audience and move them off of social media into an email list. This growth will support you during the long game.

Be human. Above everything else remember that your audience is human. They deserve and need compassion and empathy, especially if what you’re experiencing is collective. If the crisis is internal to your business, it’s just as important to show up as human and take responsibility.

Get creative and create new solutions. A crisis might require you to pivot your messaging or your offers. Take the challenge and make the change. In times of crisis, great leaders are born.

Be of service. Show up for your audience and give back. Remember, that giving will come back to benefit your business in the long run.

I hope these tips were helpful for you today.

If you’re interested in learning more about building your brand and strong message online, be sure to check out my signature course You! Branded.

Learn more at youbrandedcourse.com

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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- READ THE LATEST POSTS -

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

Work From Home With Kids

Work From Home With Kids

BY MICHELLE KNIGHT

**Author's note: I wrote this blog post home alone with a four-year-old. I moved my laptop once to the other room, took my headphones out three times and took a break twice to answer questions. Sure, it isn’t ideal, but it is possible.

I've spent the last four years building my online business with a baby right next to me. 

That’s right when the world is getting thrust into working from home, doing it with our kids and possibly homeschooling to top it all off, this has been my life for the past four years.

So let me tell you, the questions started pouring in...
...how do I structure my day?
...how do I keep the kids entertained and busy so I can work?
...how do I balance it all without losing my mind?

Let’s all take a collective deep breath really quickly.

**Pauses so you actually breathe**

Ok.

Now, I might not have all the answers for this unprecedented time, but I have some tricks up my sleeves that have served my family over the past four years and we’re getting into all of this inside this blog.

If you find this blog useful, there is also a video presentation which you can find below. Please share this blog out with your friends and family to support them during this time.

Before we dive into it all, I promise it’s coming, let me just remind you that no one is expecting you to have this all figured out on day one. How could you?

You’re learning a new way of working, parenting and moving through your day to day. Give yourself some grace as you navigate and I promise the journey will be much more enjoyable.

ROUTINES WHILE WORKING FROM HOME

I understand that your normal routine is completely flipped on its head and that is a lot to handle, however, this allows you to create a new one #silverlining.

One of the areas I highly suggest adjusting your routine is in the morning.

When you’re working from home it’s all on you boo and so you need to be super grounded and prepared as you take on the day. Skipping this time in the morning (which is now much more flexible if you were previously commuting) can lead to short fuses, anger and feeling all over the place throughout the day.

This might mean taking an extra hour in the morning or just 20 minutes to connect, but some of my favorite tips for this time are:

• Get dressed. Seriously, I know it sounds so stupid, but the days when I’m in sweats I’m way less productive. Just put on the pants with a button and a shirt and get this party started.

• Move your body. Sure, you’re used to sitting at a desk all day, but that isn’t going to work at home with kids. Get your energy going in the morning by working out or taking a walk, you’re going to need it.

• Get grounded. Whether you meditate or not is not important, although I’m a big advocate for 10 minutes of mindful thinking and deep breathing every morning, I just want you to chill. Take some time in the morning to feel connected to your body, your mind and mentally prepare yourself for the day ahead.
  

You might be thinking, “Hello! Michelle, I told you I’m doing this with kids?”

Oh, I know and that’s the joy. From an early age, I was including Cal in all my activities in the morning. To this day, we still workout, meditate and journal together. Include your kids in the activity to teach them an important life lesson along the way and to get a little space.

If your kids have never done this, be a little flexible. They might not do the full workout but might jump in and out to join you. If you have Bluetooth headphones try those while meditating and if you’re journaling you can give them crayons and paper to draw a picture.

As with everything presented to us during this time, it’s an opportunity to slow down from our normal rushed routine.

YOUR SCHEDULE WHILE WORKING FROM HOME

Let’s just address the elephant in the room...you’re not going to work uninterrupted for 8 hours, so you’ve got to adjust, but you do need a schedule.

The biggest tip I can give you when it comes to creating a new schedule at home is to pay attention to your kids' rhythms, I promise they have them!

Paying attention to these rhythms, you might not be as familiar with, will show you little pockets and opportunities for extended work periods.

If your kid takes naps throughout the day then utilize those times to dive into your work, eliminate distractions and hustle your way through nap time.

If your kid has certain times of the day when they play well by themselves or get pulled into a project, then plan to get work done during that time. Cal does well in the morning, so after my morning routine, I would dive right into working until about snack/ lunchtime.

PLAN YOUR DAY IN ADVANCE

If you have older kids I suggest having them create their schedule the night before. Take some time together to plan out what the next day might look like.

Do you have meetings? If so, when are they?
Do you have a deadline that needs to be met?
Is there a project your kid is working on with school?

Then fill in the rest. Give your kids the responsibility to map out their day, this will make them freaking excited, and then hold them to it the next day. Use tools like timers to keep track of everyone’s schedule.

You need to do the same. Identify your big priorities for the day, now is not the time to try and do everything on your list. If you go into your day with 3 main priorities and put your focus around that it will make it much easier to feel accomplished than if you’re not clear on the main goals.

Do this every single day, yes every single day! I like to use a free tool like Trello to organize my day to day activities and if you’re working with a team tools like Slack and Zoom are very helpful for team communication (seriously, can we stop emailing each other) and team meetings.

SET THEM UP FOR SUCCESS - WORK FROM HOME TRICK

I’ve read a lot of information online about working from home over the past four years and I swear no one is talking about this.

Either they know and they don’t want to spill the beans or it’s truly something not enough people are utilizing, but THIS right here is what saved me so many times.

If you have a meeting, a big project or an upcoming deadline set your kids up for success during those times.

I know you’re nervous about being interrupted, we all are, but your kids don’t know you have a meeting or even what that means if this is all new to them, so we’ve got to show some grace to both sides.

One way to combat the need for silence and focus it so set your kids up with a project and resources so they don’t need you unless there is an emergency.

So what does this look like?

“Setting Them Up” can be:

• Creating an activity bin that you pull out during meetings or times where focus is needed is exciting for kids and gives them a “this is a special toy” feeling.

• Moving your office outside. Sometimes I would take my calls outside where Cal could run around, play with the dog and explore. He was often entertained for quite some time because it was a new setting for him and I never complained about the fresh air.

• Give them a project. Depending on the age of your kids you’ll have to use your imagination, but some of my favorites were creating a tent and turning on a movie, building something, doing a puzzle, an activity book or reading.

• If all else fails it’s cartoon time! Look if you have a meeting you have a meeting. I’m in no way advocating for your kiddo to be on their tablet or in front of the tv all day, but once and a while momma...GIVE. YOURSELF. A. BREAK! Some of our favorites were Word Party and Beat Bugs on Netflix and the PBS Kids app.
  

In addition to the projects I highly recommend getting some snacks ready.

We try to have a bin in the fridge with cut-up fruit and other snacks so Cal can grab them without having to ask me. Of course, this only works for older kids, but if you’ve got kids under three you can have those snacks at your desk ready to go when they are hungry.

When you can combine a little preparedness with these activities you’ll handle your day so much better. There is a big difference in knowing you have a meeting at 2 pm, so you eat lunch by 1 pm and have the kids ready to go by 1:45 pm so you can get to your meeting VS. realizing at 1:50 you’ve got a meeting in 10 minutes.

Just sayin'.

TAG TEAM WITH YOUR PARTNER

If you have a partner at home it’s time to work as a team, seriously there is no reason to do this alone. Whether your partner is also working from home or gets home at the end of the day there is an opportunity to tag team this whole thing.

And, when this whole Coronavirus thing brings us back to some normalcy you can also lean on support from your community - think neighbors, best friends or hiring support.

I asked my husband Ben what he would recommend from this period when he was working retail and I was working from home with Cal building my business. He said the biggest thing he remembered was asking for chunks of time.

So let’s break down two scenarios.

IF BOTH PARENTS ARE WORKING FROM HOME
If you’re both working from home then together plan your schedule for the day. If someone has meetings all day virtually or projects to complete the other parent is on deck. Then you're able to flip the role when needed. 

IF ONE PARENT IS HOME ALL DAY
This one is much closer to my heart because this was our life for three years. At the beginning of the week, I would do my best to let Ben know when I’d need “uninterrupted time” for calls, writing or recording. But sometimes you just can’t prepare. Don’t be afraid to send that loving, yet kind of urgent text to your partner saying, “I need two hours tonight before dinner, you’re on call!”

BE FLEXIBLE

The rules no longer apply!

You’re not chained to a desk from 8 - 5 every day with the weekends as the only time to chill, and that’s the beauty of it all.

If you need to rearrange your schedule to work on a Saturday rather than a Tuesday then go for it, I promise your co-workers are doing it as well.

If you find an opportunity to wake up in the morning before the kids do or your partner leaves then explore taking this time to get some work done during this season.

It’s hard when your kids run the show, but I promise you can work in harmony with a little grace and planning (my favorite combo always).

FINAL THOUGHTS

My top tips for you are to...

• Take time in the morning to ground yourself, get dressed and move your body.

• Change your environment frequently throughout the day.

• Take time the night before to plan your schedule and activities for the day ahead.

• Set your kids up. You’ll save yourself time in the long run if you take 10 minutes to prep (just trust me on this one)!

• BABIES: Wear your baby in a baby carrier throughout the day. They love it and it’s super easy to work when you have both of your hands free.

• TODDLERS: Activities. Activities. Activities, oh and snacks!

• TEENAGERS AND OLDER: Now’s a great time to set some boundaries. It’s a life lesson we all need at a young age so don’t be afraid to sit them done and have them plan their schedule and openly communicate with them when you need uninterrupted time.
  

If you suddenly find yourself trying to play full-time employee, parent and teacher I’d love to pass along a bit of advice I received early on. Allow your kids to have experiences. Honestly, this kind of learning can teach them so much more than spending a day in school.

Encourage them to build something, play outside and garden, put on a play, etc… Sometimes the alternative learning opportunities can have the biggest impact.

I hope this post was helpful for you during this season of life. Please share it out on social media to support other parents going through the same thing.

If you want to follow along with daily tips and inspiration be sure to connect with me on Instagram @michelleknightco.

P.S. If you want to learn more about me and my online business Brandmerry.com, I’ve got some great resources for you below.

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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- READ THE LATEST POSTS -

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

The #1 Content Creation Mistake to Avoid

If you’d like to watch the full video, you can do that here.

Content creation is so important as an entrepreneur because it is basically how you get your voice and message out into the world.

So today, I want to address the obstacle that I see coming up for entrepreneurs, especially new entrepreneurs, in prematurely creating their content. 

New and seasoned entrepreneurs often come to me after starting their business and showing up on social media. They start creating content out of the gate and find themselves feeling overwhelmed, like their message is all over the place, struggling to come up with content ideas or not getting enough engagement.

The truth is there is a misconception around when we should be creating content and what we need to have in place in order to be doing it in a way that brings in the right people and leads to a revenue-generating business. 

The truth is so many entrepreneurs are skipping the branding process which is why content works or why it doesn’t work. It’s really not about using cool tricks and trying to beat the algorithm.

It’s not about a specific number of characters or writing your title in a certain way.

It’s about understanding the fundamentals of your brand and building a strong foundation in which every piece of content is created.

CONTENT CREATION MISTAKES AND WHY THEY ARE HAPPENING

Unfortunately so many educators, coaches and consultants are telling people that they’ll figure it out if they keep posting content.

Okay, there's some truth to this in that you find your voice along the way, you start to see what people resonate with and don't resonate with and that tells you what you want to expand on. 

But if you think that just posting random content with no clear plan is going to help you decide the pillars of your brand and business, that's backward.

We need to figure out the foundational pieces first so the content that we create, mimics that and is in alignment with that and again, draws in the right people. 

Too many entrepreneurs are putting content out there, without a clear brand strategy in place and finding themselves building a community that they hope to sell too. Then when they finally sell...nobody buys.

The reason is you’re attracting people who aren’t in alignment with what you’re ultimately selling.

BRANDING FIRST THEN CONTENT CREATION

Branding at its core is what gives us the foundation so we don't ping pong all over, so that we don’t struggle to come up with ideas and so we don’t struggle to connect our community to our offer.

If you’re experiencing these pieces, let me tell you it’s a branding problem.

SO WHAT IS BRANDING?

To fix it we need to first talk about what branding is. There’s this lie that’s been floating around the internet for too long that your brand is your visual representation, i.e. your logo, fonts and colors.

While the visuals play a role they are only part of the finished product. They are the result of deciding on the experience you want to create.

Branding is an experience we’re creating for our target audience and what they’re taking away from the experience we’re creating.

So branding is so much more than just the color you use in a photo, and finalizing the true brand, the experience will help you decide on those visual components much faster.

It’s something that can’t wait or be done later. All of the pieces you want to create now, your website, content, free offers, promotions, etc...rely heavily on finalizing the core pillars of a brand.

The belief that branding can wait is very harmful to online entrepreneurs.

SO HOW DO WE FIX IT?

Lucky for you, I’m a Personal Branding Consultant and Marketing Strategist so you’re in good hands.

Depending on where you’re at in your business you need to:

1. Build your brand from the ground up (New and aspiring entrepreneurs)

2. Find the holes in your branding process and fill them (Seasoned entrepreneurs)
   
   
   

Before I share the 4 steps needed to have a solid brand, you must understand I’m not suggesting you go into hiding for 6 months, figure this out and then start again...NO!

Please don’t do that. So many of my clients do this in as little as a week, with some guidance.

If you’re wanting to fast track that then sign up for my free class on The Build a Better Brand Method here.

The key is to put in the work, yes, sometimes extra, on the backend, so you can start creating better content, growing your community with targeted leads, experiencing more engagement and ultimately making more sales.

As you do the work, you’ll notice a shift in your content creation strategy and results.

4 STEPS TO WRITE BETTER CONTENT + BUILD A BETTER BRAND

These four steps are 4 of the 6 steps in my Build a Better Brand Method. You can learn more about each detail and get the full picture of the branding process and how it plays a role in not only content creation but also increased revenue in my free class.

Watch The Build a Better Brand Masterclass here >>

1. NICHE

FIGURE OUT WHERE YOU FIT IN THIS ENTREPRENEUR SPACE

I don't care what you sell, you have to figure out your specific market. Niching down is one of the best things that you will do for your brand, for your business and as we're talking about for your content. 

You need to understand what specific niche you provide your audience.

For instance, if you’re in skincare you won’t grow your business if you offer every skincare product under the sun, but you could focus on skincare for adult acne. 

I’m a Branding coach, but I focus on personal branding with an emphasis on storytelling. So I'm not for the woman who isn't ready to be the face of her brand who isn't ready to share stories. That's what I'm about and I've carved out a very specific niche that addresses that issue. 

This clarity is going to help you to understand how you're going to show up and communicate with your ideal audience. It's also going to help you get discovered online because people are searching for very specific things.

If you find that your market is full (aka saturated) you’re not alone. And while so many people think this is a bad thing it’s actually working in your favor. If someone is successfully doing it, then there is a need and demand.

Not one person can serve everyone! Find the gap, what they’re not doing, that you can bring to the table. This is your specific niche.

This knowledge around your niche is going to influence how you show up, create content and communicate with the world.

2. IDEAL CUSTOMER OR CLIENT

YES, YOU NEED TO KNOW YOUR AUDIENCE

If you're just starting out, your fear of focusing on one core person is hurting you. Because when you're not clear on specifically who you want to attract, you're creating messaging, content, offers that are trying to attract a bunch of different people and then guess what happens? You're so confusing to your ideal client, that they back out and can’t handle it.

Confusing your audience will result in lost sales.

Please do yourself a favor and take some time, if you haven't already, to do ideal client research. And if you have done it in the past, but it's been a while then give yourself a refresher.

There is so much to the ideal client research, but the top three points to identify are:

1. What specific person do you want to attract, sell to and work with?

2. What do they need help with? This is what you want to begin to create content around.

3. What do they ultimately want or desire? This will help you guide them through the process and help you identify obstacles standing in their way, which can also be addressed in your content.

If you can speak to the pain points of your ideal customer, you can give them solutions, and also speak to their obstacles; I am telling you, you will be the person that they hire.

Another perk of the ideal customer work (hey, that rhymed) is understanding who they are at a core human level. YOU NEED TO KNOW THIS!

Your audience is human and the more that you can understand this and speak to their everyday struggles and desires, not just how they pertain to your product or service, the deeper the connection.

For instance, my audience also loves to hear about time management, productivity, mindset, being a mom and running a business, so I get to create content that fits in all of those pieces and keeps my audience entertained and engaged.

3. MESSAGING AND BRANDING CONSISTENCY

REMEMBER, IF YOU CONFUSE YOUR AUDIENCE THEY WILL MOVE ON.

Having a messaging structure in place will help you to avoid posting one thing on a Monday, something different on Tuesday and completely left field on a Thursday. We want to avoid this off the wall approach (think spaghetti at a wall) and focus on having a clear structure in place.

One of the ways to combat this is with brand containers.

BRAND CONTAINERS

Brand containers piggyback off of the idea that your audience is freaking human. They want to see and hear about more than just your one offer, your products or your photographs, they want to build a know, like and trust factor with your brand overall.

This is why we want to identify the different ways we can support our ideal customer through our content. Like I mentioned above, I might do this with time management, productivity, mindset, being a mom and running a business.

Consistently creating content in these buckets builds you up as a credible resource for your audience, makes a more personal connection and also doesn't overwhelm your audience with sell after sell after sell.

These brand containers are life savers when it comes to creating content.

4. YOUR OFFER

WHERE ARE YOU LEADING YOUR ONLINE COMMUNITY?

This is a really important question that not enough people are asking. It’s one of the reasons I consider your offer or framework one of the foundations of branding.

Again, let’s imagine you’re showing up online. You’re spending time creating content and consistently post. Then after months you decide I’m going to make an offer, but that offer doesn’t connect to the community you’ve built online...your sales won’t be great!

When we have our offer or framework in mind from the start, we can reverse engineer our content to bring in the right people and lead them to the sale in an authentic and genuine way.

Building a targeted community requires building a strong brand.

If you know exactly what you want to teach or sell, amazing! This is where you would start getting clear on what that looks like and how it supports your ideal customer.

But, let’s say you’re not 100% sure yet, that’s ok too. You can build out your framework and then use that to influence your content and eventually your offer.

Ask yourself…

“If I were to create something, what would it look like?”

“How would I want to support my idea client on their journey?”

Just having that awareness in your head will allow you to create content and build a community that will then effortlessly lead to your product. 

CONCLUSION

It’s important to remember that this process is part of branding and is necessary when building your business. I often say the brand is the beating heart of your business, without it, you’ve got nothing.

So by clarifying your niche, it will allow you to stand out when other people are talking about the same freakin’ thing. 

Knowing your ideal client will not only allow you to create better copy that pulls them in and keeps them engaged but if you struggle with what to create content around, just pay attention to what your ideal client is asking for. It's like the easiest thing in the world. I never run out of content, because I'm listening or I'm asking questions of my audience. 

If you're all over the place with your content and messaging, people are going to be very confused with how you can support them. Get clear on your messaging and brand containers, based on what they need the most support with.

And finally gaining clarity on your offer will allow you to create content that attracts the right people, nurture them and warm them up so that they're ready to take action on your offer.

Without these pieces done correctly, you'll struggle and we don’t want that.

That’s why I’ve put together a free guide for you called The Personal Brand Roadmap. 

It gives you the full step by step in an easy to consume guide so you can get to work. I’m also sharing the top 3 mistakes I see entrepreneurs making when building their brand that you definitely want to avoid.

Download your free guide below.

DOWNLOAD THE FREE GUIDE

P.S. Planning and creating your content doesn't have to be a constant struggle. There is a better way to research, plan, and create your content as an entrepreneur and it's all inside the Content Planning Blueprint!

The Content Planning Blueprint is perfect for online business owners who know the power of content creation but are tired of spending all of their time coming up with ideas, organizing their content, and wondering what will attract their dream clients.

In just a few hours, you'll have 90 days of content planned, a repeatable workflow to save you hours on creating and distributing your content every week, and content topics that will keep performing for your brand for years to come! Get your blueprint now >>

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

My Favorite Course Creation Platform

My Favorite Course Creation Platform

The online business model is growing every single day and more and more entrepreneurs are looking for ways to share their expertise with more individuals. Creating courses and membership sites are an excellent way to do just that, but where do you start. My favorite platform is Kajabi for its simplicity and ability to do so much more than just host a course.

Who kajabi is for

Kajabi is truly for everyone and it you’re just starting out I couldn’t recommend it more. I really wish I had known about Kajabi in the beginning of my business because of everything that is included. Not only are you able to host your courses directly on the platform, but it also includes email marketing, payment processing, sales pages, blogging, landing pages and more.

If you’re ready to get into course creation now, Kajabi is an excellent choice because of its ease of use. Within about an hour you can have the backend of your course set up and ready to go. If you’re not tech savvy it’s an amazing alternative to hiring help and if you love tech, like me, there are tons of features to customize as needed.

And for all my new business owners, I can’t recommend this platform enough. As I mentioned, if I knew of Kajabi in the beginning I would have created my website, email and everything else on the platform for simplicity purposes. While it might seem like an investment during the early stages it’s one of the best investments you’ll make.

My favorite ways to use kajabi as a course creator

Kajabi is the one stop shop to successfully launch and scale an online business. Here is just a small list of what features they offer for your online business:

• Website builder

• Online Course builder

• Membership site builder

• Landing page builder

• Funnel Builder

• Automations (when, then, if sequencing)

• CRM functionality

• Email Marketing

• Webinars

• Quizzes & Surveys

• Payment processing

• Affiliate management 

Personally, I love having everything I need to build, launch and scale a course in one spot. It allows me to better communicate with my clients and keep track of progress as well. 

With their added features around video watch time, we’re also able to keep track of when people are falling of videos so we can better structure our content.

How kajabi can save you money

When we start our businesses we’re trying our freaking best to bootstrap our businesses. Even three years in, I’m super conscious of how much of my profits are paying for tools to run my business. When starting you definitely need an email platform, landing pages, website and payment processor. This doesn’t even include running courses and housing your content. 

Overall I’ve found that Kajabi saves so many of my clients money because they can cancel all their individual subscriptions and just focus on one platform.

With all-in-one tools you can create a landing page to grow your email list, build an introduction email funnel to nurture your list, send weekly broadcasts before your and during your launch, create the sales page for your course, collect payment and house all materials (audio, video and workbooks) for your course. It makes it easier than ever to not just sell your course, but market it as well.

You can join Kajabi today and get a FREE 28-day trial only available through this link.

P.S. If you join during the Black Friday special I’m hosting, you’ll receive my Task Management Toolkit training completely free, just for testing it out.

If you continue with a Kajabi membership after the first 28-days, you’ll also get a bonus 1:1 Strategy Session with me to map out your course, funnel or website.

Join here.

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How to Find a Business Coach: What To Look For

How to Find a Business Coach: What To Look For

July 15, 2019

Are you considering hiring a business coach? 

It can be a little intimidating starting the search process and wondering if it’s the right move for your life and business. Typically, hiring a private mentor is a big investment. I want to tell you it’s all based on trust, but that doesn’t really give you much to work with does it?

Over the past three years I’ve worked with multiple mentors and coaches to bring my business to multiple 6-figures and ask myself the same questions before investing.

Today, on the blog I’m sharing how to know when you’re ready to hire a business coach and the top four things to look for before investing.

HOW TO KNOW WHEN YOU’RE READY TO HIRE A COACH

1. IDENTIFY THE HOLES IN YOUR BUSINESS

Before you move forward with a coach you need an idea of what's not working or missing from your current business. You’ll want to find a mentor that can help you with this specific area, every mentor has their specialty and it’s important to identify before investing. I suggest asking yourself the following questions.

• “Where do I need the most support?”

• “What are my goals for the year and what do I need to know/do to accomplish them?”

• “What areas of my business do I feel the least confident?”

2. UNDERSTAND YOUR GOALS

You don't have to have it all figured out before you hire a mentor, but you need to know what you're working towards. This will not only help you find a coach that can support you in reaching your desires, but will also help your mentor deliver on your goals. The best coaches WANT to see you succeed so having this clearly defined in the beginning can help everyone in the relationship feel confident in moving forward.

HOW TO CHOOSE A BUSINESS COACH

1. THERE VALUES NEED TO ALIGN WITH YOURS

I've made this mistake and got distracted with the promise rather than who they were as a person and what was important to them. You’re going to be walking very intimately with someone and it’s important that your values are aligned.

2. DO THEY FILL HOLES

As I mentioned before, it's important to identify what holes are happening in your business. Don't just get support to get support, find the right person who will help you fill the holes and move your business forward. 

3. THEIR CHARACTER

When I read testimonials I focus less on results and more on what people have to say about their character as a person. Everyone's results will vary and you have the opportunity to achieve more or less depending on you individual personality, but their character and how they support their clients is so important and will majorly impact the relationship.

4. LOOK FOR MORE

I don’t mean shop around for coaches, but rather be open to learning more. Even though you go into this with an idea of where you need support more is going to come up, it always does. I always look for a mentor who can support me with different levels of life and business and feels in alignment with where I want my business and brand to go - i.e. have they achieved what you are setting out to do.

I hope this was helpful in pointing out some really important details to consider before hiring a mentor. As I mentioned in the beginning, a big component of choosing a coach or mentor is to trust them. 

In addition to the steps listed above, I suggest following them on social media, joining their email list and consuming some of their content - this will tell you so much!

If you’re interested in learning how I can support you with your brand and business, I’d love to chat. You can schedule a call here.

P.S. Are we connected on Instagram? No? Well lady what’s happening here we’ve got to fix that. Come hang out with me on my favorite social media platform. Follow for inspiration and send me a DM to know we’re connected.

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.