In our work with numerous professionals, CEOs, and creative entrepreneurs, we hear a common tension: They want to take charge of their brand but they do not want to appear fake. You probably know that feeling.
In this engagement economy, you likely know that a signature online presence can distinguish you or your business from others in your field. Your signature brand and brand story can captivate ideal prospects, leads, and community members. Yet, there’s the downside. You can get distracted by the glittery online personas and assume that in order to take charge of your brand you have to follow suit. It can feel daunting to distil the essence of your work or business into a cohesive branded message without sounding slick and corporate. In short, you want to own your brand but avoid the ick factor.
The ick factor – that discomforted feeling when something seems less than genuine – can hold back otherwise talented professionals and businesses from taking agency of and owning their brand.
There’s good news: You can brand without the ick and brand with integrity.