The Greatest Battle Ever Fought…

Starts with an idea™

…Of which, there are many, but the battleground is in the mind because decisions are made there. 

So, I want you to think about the final product your ideal client gets.

Not what you want to give them, but what they value.

When you provide a service, the framework of that value is your IP. The moving parts that get the client from point A to point B.

I once had a client tell me, "Clients come to us because we’re able to produce the amount of content they need at the level they need it to be within a certain time frame.” But had no idea of the basic steps involved, nor any interest in finding out what makes it better. 

What’s the point of finding the voice if establishing what's different about its approach doesn't matter?

This is the problem with building voices not specific to anyone if you provide a service. Ideal Clients Aren't Mythical Creatures. Without insight to identify the most important words to include in the voice, so that the right type of person will be emotionally attracted, whatever you say will be meaningless and ineffective.

If you want to know if a wild or specific approach gets your message across so that you're sure you're not just shifting how you speak because of someone's suggestion or idea, consider your niche (the problem you solve), and your industry (things they're saying that register as a platitude).

CONSIDER THE CALL: 

I’ve had a few clients complain about how complicated local branding advice is. Not a surprise. But one expressed how she felt like I “understand how it feels to be in another person’s shoes” because “I dumb things down.” 

“Shake the cock n bull story” is the easier road to understanding ‘why d artwork doh work!’ 

Sure, it's in your face too, but in a world seeking to clip the vocal chords of businesses with something to say, and whitewash their creativity with the AI agenda, it’s also empowering. 

How?

Many of my clients seeking design services never read the manual on how to make the customer stop! 

Demystifying the visual design process helps the brain to visualize personal implementation, and opens the door for a client to be creative authentically with expectation.

This is how Cru Nonpareil was able to launch one idea and make money straight out the gate when it was considered absurd.

“Put Frustration In Your Past By Stepping Into A Variety Of Comfortable Dress Shoes” is specific for the right reasons.

It brings its ideal clients into a happening: removing frustration, demonstrating empathy, and offering a clear way forward. Thousands answered the call.

But a specific message can also thin down the crowd.

Many felt “Unless You Eat My Flesh And Drink My Blood You Have No Part In Me,” was radical and were turned off by it. But by design, it rallied a small group qualified to receive the greatest gift.

“To whom shall I go,” (Peter remarked when our Lord asked why he too didn’t leave) your ministry (not the religious institutions of his day) has the power to make me a born again creature.

86% of consumers say authenticity is a key factor in deciding which brands they like and support.

When throwing the creative power of thought to ChatGPT polluted the minds of Trinidad and Tobago business owners, I doubled down on my point of view, personality, and creativity to dumb down the consequences of not using your brain and modernize my voice.

If you're a Brain For Hire, read this!

Evolving your voice should never come at the expense of who you are. Absent that clarity, attempts to adapt will feel theatrical to your audience.

On the other hand, what do you say when you’ve entered a new market and want your voice to reflect the evolution of your customer base? 

Goliath’s tend to have a market share undertone in their ‘voice advice.’ But David's specialize. So the game you play is about what’s time-profitable for you. And I know what you’re thinking, but you can’t cut corners to “save time” when it comes to making sure your message lands.

It may not look like it, but all you’ve learned is potential fuel for what will be the evolution of your brand’s voice.

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I am the owner and Visual Brand Strategist at The BrandTUB **Book TheBrandConductor to flesh out everything you've learned without losing the essence of your original purpose!

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