Let’s start with a tiny touch of tough love – a beautiful brand doesn’t always equal a high earning one. There is nothing wrong with looking the part and investing in high quality branding, but substance is what is going to get people to hit that buy button. What really matters then? 

Building a brand that sinks its teeth into your audience’s hearts and makes them feel seen, heard and unstoppable.

Turning Clients Into Superfans

Over the last year, I’ve seen something sweep through small businesses that big companies have been implementing for years; Movement Brands. And, honestly? It’s one of my favorite shifts in branding. Movement branding isn’t about just captivating clients with our stories anymore – we’re rewriting our narratives so that they seamlessly blend with theirs.

A Movement Brand stands boldly for what the business believes in and creates a message around the part of the world you’re called to influence. It’s the difference between a brand that inspires curiosity and a brand that inspires loyalty based on shared feelings and values.

If you’re unsure if shifting towards a Movement Brand is for you, know that they aren’t for the faint of heart. They’re for the change makers who aren’t afraid to ruffle feathers while finding their flock. 

3 Things Every Movement Brand Needs

If you’re ready to shift from simply speaking to your clients through your branding to creating a megaphone worthy “Movement Brand,” here are three messaging-focused assets to start crafting right now.

#1 Your Brand’s Manifesto

I promise you don’t have to call it a manifesto (though it is a vibe), but every movement brand needs a bold value statement or “call to arms” message. This is where you draw the line in the sand and declare what you believe in, who you’re here for and what you refuse to ignore. 

Try writing out “We stand for…” or “We believe…” statements until you hit one that gives you goosebumps! This is the copy that should make your dream clients scream, “yes – this is what I’ve been looking for!” Think of it like a rallying cry. It’s not about what you sell, it’s about why it matters to them!

#2 Emotion-Packed Headlines, Subheaders and CTAs

Time to toss generic copy out the window. Every word you use from your website headlines to your Instagram captions should be infused with passion and specificity. 

So many people lean into the logical side of their brand but forget how important it is to speak to the heart of your clients. A conference host can say “get your ticket today,” but what if instead they said, “your voice belongs in this room” or “it’s time for you to take up the space you deserve. Join us!” 

Every action you’re asking your client to make should be backed by making them feel like they’re part of something bigger.

#3 Stories that Spotlight the Bigger Picture

Stories put the heart in branding. It’s important to shine a light on your business, but don’t forget the power in elevating stories that reflect your mission. This can look like sharing client transformations that touch on not just the black and white results but leaning into the more abstract personal benefits they experienced, as well. You can also tell stories that share a little vulnerability behind the scenes or give a concrete example of why the work you do is so vital.  

Storytelling should be a tool to show your audience the ripple effect of your work. 

Create a Calling They Can’t Ignore

At the end of the day, if you’re craving a shift towards becoming a Movement Brand, you need to craft messaging that doesn’t just inform, but transforms!

Remind your ideal audience what’s possible, why they deserve it and how it’s part of the bigger picture. You are brimming with a powerful passion, so stop chasing customers and start building a true fandom over the work you do!

Hustle & Heart Challenge

This month, you aren’t just building a business, but a movement! Take 30 minutes to brainstorm the bigger picture “why” behind your business, and find the connecting points to why it matters to your unique customer. Make a list of bullet points, and then craft them into your own brand “Manifesto” to see what speaks to you the most!