Engaging Your Audience Through Brand Messaging

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

'Perfection' isn't good marketing for challenger brands. Too many startups focus on flawless case studies, smooth delivery and slick jargon. It's not what sells. I'll give you several examples: - When I've tested customer testimonials over the years, it's ALWAYS the one that says "I was skeptical at first, but..." that works. The one that sounds perfect but feels canned fails. Acknowledge that your prospect isn't sure yet. Make them feel seen. - When we A/B tested ads at Zoosk, the airbrushed model portraits didn't deliver signups for our dating app. A selfie of someone who looked accessible and real did the trick. Your design should thoughtfully support your story. Obvious stock photos do nothing for you. - Messaging that sounds slick and smooth but lacks any surprise, tension or vision just won't land in this saturated environment. We've worked with FERMÀT on their story, for example, and it's not hyper-personalized landing pages -- it's an AI concierge at every retailer who knows you and knows what you want. Ansa isn't virtual wallet infrastructure -- it's a way to unleash the potential of your best customers. Know what you're building, yes, but make sure you connect to "why" in the mind of your customer. Perfection is hollow and unattainable. Everything is more interesting with texture, tension, story and truth. Be a little weird. Be a little provocative. Be a little funny. Better yet, know which one suits your brand.

I used to think "write like you talk" was the holy grail of copywriting. The result? Boring copy that sounded just like everybody else. ❌ Copy that was "professional, but relatable." ❌ Copy that I thought sounded good. ❌ Copy that felt natural – to me. Then I realized: My audience isn't me. They're: 👉 CFOs in growing financial firms 👉 IT leaders in healthcare organizations 👉 COOs at logistics and transportation companies 👉 CMOs at eCommerce companies with $50M+ revenue 👉 Information security officers at growing tech companies They don't talk the way I do. And they respond to copy that sounds like them. (Not like a snarky college professor.) So how do you create messaging that actually stands out? Capture how your audience actually talks. And reflect it right back to them. Here's how I do it: ✅️ Talk to your customers Nothing can touch live conversations for getting insight into your buyers' needs, challenges and goals. They're the best way to learn how your audience is talking about your product. ✅️ Creep on their online convos There are so many places you can go message mining: G2 reviews, podcasts, Slack communities, subreddits. Go find out how your audience communicates when no one's watching. ✅️ Define your brand messaging guidelines Distill your findings into a clear brand messaging strategy – so every piece of copy sounds like you're one of them. Make it easy for everyone on your team to get on the same page. With data-driven brand messaging, you're not just writing like you anymore. You're writing like them. And that's how you get readers thinking, "this is exactly what I've been looking for." So don't write like you talk – write like they talk.

Branding is a first impression with a handshake When you first meet someone, if the conversation ends with your title and what you do, you won’t be remembered. You should share experiences and stories that show who you are. Here’s how I’d communicate your story 🧵 Start with your origin story Maybe it was a problem you faced that had no solution, or a passion that grew into a business. Remember those early days and the spark that started everything. Share the challenges and wins you faced along the way. When I started my agency, I wanted to help businesses navigate digital marketing. I remember working late nights, learning everything I could about the industry, and facing setbacks that made me question if I could pull it off. Each challenge only made me work harder. What are the principles that guide your business? These values should be in every aspect of your story. If customer service is your bread and butter, share stories of going above and beyond for clients. We believe in clear, honest communication with our clients. When a campaign didn’t perform as expected, we had an open conversation with the client and analyzed what went wrong. This honesty not only saved the relationship but also built deeper trust. Your story should highlight the impact you’ve had on your clients. Share specific examples of how your work has made a difference. These stories don’t just showcase your expertise—they show your commitment to your clients’ success. A great brand story connects on an emotional level. Go past facts and figures. You need to make your audience feel something. Whether it’s hope, excitement, or a sense of belonging, your story should create emotions that align with your brand. Your brand story should be consistently reflected in all your website communication and your social media. Look at this as an ongoing dialogue with your audience. We regularly share behind-the-scenes looks at our projects, client success stories, and personal reflections. Communicating your brand story is about living and sharing a narrative that connects with your audience. Start with your origin, highlight your values, showcase your impact, and always strive to connect emotionally. Be consistent and genuine, and your story will resonate. In the end, your brand story is what sets you apart. It’s the unique journey that only you can share. Take the time to craft it well and share it widely. Your audience is waiting to connect with the real, authentic you. Follow me at Kody Nordquist for more insights on business growth and storytelling.

A client recently asked, “We’ve always won with our prices, but now it’s not cutting it. What shifted?” Here’s what happened: The market evolved, customer needs shifted, yet their strategy stayed the same. After reassessing their approach and making a few key adjustments, we saw immediate results: customer engagement soared, brand loyalty grew, and sales exceeded expectations, without having to lower prices. The truth is—competing on price is a losing game. True success comes from standing out in ways that don’t rely on discounting. I call this the “Value-First Growth Strategy.” It’s about creating a brand that customers want to support, not just because it’s cheap, but because it speaks to their values and needs. Here’s how to apply it: 🔸 Focus on Your Brand’s Story • Share your brand’s mission, its values, and the purpose behind what you do. • People connect with stories that resonate with their beliefs. The benefit: A powerful story creates a deeper connection, making your brand unforgettable. 🔸 Offer Exceptional Customer Experience • Create a seamless and personalized experience for every customer. • Make communication easy and every touchpoint memorable. The benefit: A great experience drives loyalty and referrals that go beyond price. 🔸 Create Emotional Connections • Engage your audience by speaking to their hopes, challenges, and dreams. • Build messages that feel personal and relevant. The benefit: Emotional connections foster lasting relationships that transcend cost. 🔸 Be a Thought Leader in Your Industry • Share valuable insights and engage in meaningful conversations within your niche. • Position your brand as a trusted advisor. The benefit: Being recognized as an expert builds credibility, making price less of a concern. 🔸 Create Exclusivity and Urgency • Offer special deals, limited-time products, or exclusive features. • Create a sense of urgency that adds premium value to your brand. The benefit: Exclusivity increases perceived value and drives urgency to act. 🔸 Highlight Social Responsibility and Sustainability • Show how your brand supports causes that align with your audience’s values. • Communicate how you’re contributing to positive change. The benefit: Consumers gravitate toward brands with a purpose and are willing to invest in that alignment. 🔸 Keep Improving Your Product or Service • Continuously refine your product or service to meet evolving customer needs. • Commit to quality and innovation. The benefit: Continuous improvement shows your dedication to excellence, justifying your pricing and fostering trust. The truth? Standing out without competing on price is all about the value you offer, and the connections you create. How are you differentiating your brand without relying on price? Drop a comment! ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.