Branding Your Brilliance – Position Your Story

Thanks for sharing the brilliance today Dewi!  And welcome to the Soul-filed Cafe.

Those stopping by — I highly recommend turning up your speakers and playing Dewi’s “Soul Level  Consciousness” (see audio player just above the comments section).  It will give you a fun energy boost while working on your positioning story.. 

Dewi is on Pacific time and will be joining us starting at around 10:30 ET.    

Hi, Dewi and Heather,

I’m a bit early, I know, but I wanted to check in right away and say good morning!

And thought I’d jump right in to share my positioning story:

I am a coach and clutter expert
who helps self-employed women professionals
who are struggling with overwhelm, clutter, and disorganization
so they can be much more effective with their business and clients, so they can reach more of their goals.

(Isn’t it amazing how much of a challenge it is to simply talk about what we do?!?)

Would love your feedback, Dewi!

Warmly,
Sue

Aloha Dewi and Heather! I’m excited to write my positioning story! I’m going to work on it for a bit and can’t wait to share it! How is Hawaii today? I lived on Oahu for 13 years and graduated from Moanalua H.S. It is a beautiful place. Mahalo!

Working on mine too Allison. 
Will you be playing dewi’s song while writing? 

Hey there Sue!  I love that you are here early. 

I know — the saying what we do thing  can be tricky.  Looking forward to some insights today from Dewi also. 

Sue — one thing I love about your biz is your website name that says a lot about what you do:
“unclutter-organize-transform.com”   It even gives the steps of your process (in a very core way).    So I guess I just want to say — “brilliant branding”  

I will! *My 7 month old may be louder, but I will have it playing none the less.* LOL

Hi, Heather!

Thanks so much…it’s fun to see branding start coming together, isn’t it?

I really believe it takes time to develop and hone a good brand. I feel like I have just scratched the surface with mine…and I’m looking forward to the conversation with Dewi today on the blog.

Aloha Kakahiaka dear friends! I’m checking in this morning from sunny Manhattan Beach, CA and I’m super excited to assist you with your positioning stories and any branding questions you may have.  I see we have some fun posts already so welcome and mahalo (thanks) for being here with me today. :0) Big Love to Heather too, yay!  Let’s go!

Hi, Allison,

So good to see you here! And I’m looking forward to hearing your positioning story!

Warmly,
Sue

And since we’re on the topic of Hawaii, my former husband was half-Hawaiian…and one of his favorite meals was S**m musubi (anyone else here know the secret ingredient?!?)  I have to admit, I learned to like it, too!

And when we visited Hawaii, imagine my surprise when I learned you can order it in restaurants across the islands! 

Aloha Allison, love the Hawaii ties! At the moment I’m on the West Coast traveling and will return to my native Hilo in June. 

Please do share with us when you’ve got even a working draft.  I’ll assist you with fine-tuning if needed.

And have fun with your baby too, 7 mos, I love that age!

My positioning story (what I’ve got so far…)
I am a life and business coach who helps big-hearted and gifted coaches to get unstuck and back on track with their dream goals so that they may unlock their bountiful coaching business and live their best life.

Dewi — I am not loving “I am a life and business coach”  I sometimes say “I am an innovative coach”  I like yours  “I am a conscious business coach”

Any suggestions for working on that piece?
And any other input welcome.

Good morning Heather That’s awesome you’re posting yours too.  I’m grateful to be here and am excited we’re gathered here for this party. ALOHA!

Wow — you have a 7 month old!  I didn’t know that about you.  Sweet.  (First child?  Or do you have others?)  Did she enjoy the music? 

Since Feng Shui covers SO many areas it is hard to narrow it down into a statement. But….I think I did it! (The Disqus frame froze on me so I hope this works!)
@heathergray:disqus 
I am a Feng Shui practitioner and coach~ who helps clients bring  abundance into their lives~ by determining and releasing emotional blocks and creating supportive surroundings~ so that they may have the tools, support and uplifted energy to reach their desired goals. 

Aloha Sue, great to have you here today. I’m already on your list and now that I’m reading your positioning story I see why :0) What a great niche you have!

What you wrote is a wonderful start and I wonder more about the last line.

What is the result of clients reaching more of their goals and being more effective?

I encourage you to share material example/s of results too ie: they’re able to raise their rates (more profitable), enjoy more time with family/take more time off (enjoy their ideal lifestyle), etc.

There is also another element to include after you share your Positioning Story with folks.  Tell a story of one or two of your favorite clients that paints a picture of who they are, what they do and their amazing before and after transformation they received as a result of working with you. 

Telling great stories like these helps the listener get into their right brain and gets them more into the place of picturing if they or anyone they know might be a fit for you.

Excited to hear more from you…

Yes Heather, I love Sue’s tag line as well.  It’s brief, direct and to the point.  It also refers to the fact that the work she does is indeed transformational.  I love that that transformation comes through the process she takes her clients through from junk and clunk to free with spunk :0)

I did not know that detail Sue about your former husband… cool.  Dewi will have to answer your question — never even heard of that meal.  I’ve yet to get to hawaii…it’s on my bucket/ get to soon list!!

Heather, you rock!

Soul-Level Consciousness is a wonderful fit for Soul-Filled Life! Love it!

Today is clearly a day of learning new things about you all!   As someone who has never been to Hawaii — any suggestions for a first visit?  Which islands are your favorite / must see.

Take a walk on the beach for me today Dewi!  Love that area of LA.  Some great cafes there. 

I think I would like to change the Feng Shui practitioner and coach…. I tried Feng Shui Coach but that sounds like I’m only covering Feng Shui….hmmmmm Any suggestions?

Hi Sue! It’s wonderful to “see” you! As you know this is one of the hardest parts of my business for me! What a wonderful topic today!

Sue — it’s been fun to see yours evolve as you’ve grown into your purpose more and more.   I’ve loved being on this entrepreneurial journey with you!  Would not be enjoying the ride nearly as much without your friendship (and the hundreds of chats over the past 2 years)

Hi, Dewi,

I LOVE your invitation to go deeper into the results…thank you!

Some of the deeper results are:

- my clients have more time to do their highest-payoff activities in their business (which results in more clients/more money, higher revenues)
- my clients start trusting their own decisions in all areas of their lives (which results in faster, easier decisions that support the life they truly want to live)
- my clients work fewer hours in the day, so they can spend more time doing things they love, like traveling, spending time with their families and friends, hiking, playing
- my clients experience profound transformations in how they feel about themselves…they feel more deserving of experiencing joy, abundance, and peace of mind
-  my clients find that their home and office are much easier to take care of after they have cleared out the clutter and excess (less time cleaning, much more enjoyment of their space)

Is that what you’re talking about? Would it help to add more?

This is a wonderful exercise, Dewi. And I need to write down some of my more recent client stories, because I’m finding that the results are getting more and more profound.

Warmly,
Sue

She did enjoy the music! It seems to be something she naturally loves! She’s my 3rd child…but the other two are way older! My oldest is 21 and lives in Hawaii!

LOL Sue, your former husband is definitely what we call “Local Style”! I’m going to share the secret ingredient with Heather now :0)

I laughed at what Sue posted! Fill in the ** with the letters ‘p’ and ‘a’… Spam is highly consumed in Hawaii.  So are papayas and coconuts! My favorite combo is papaya, apple bananas and fresh coconut meat. YUM!

I’m biased towards the Big Island since that’s home.  Where else has active volcanoes, snow capped mountains, desert and rainforest all accessible within a day’s drive?

Yummy!

Dewi, I love your feedback here…thank you so much. Like I posted somewhere else here on this page, I find that branding feels like a process that can go deeper and deeper…and gets more powerful as you do each layer.

Right back at you, my friend.

I had a challenge with this piece initially as well; saying Life Coach or Biz Coach seemed incomplete somehow. It’s important to keep the descriptive words before your title to one or two as the rest of the statement is where you can share more.   Since the word “Conscious” resonates, try that on for now. 

I’m curious, do you do more Life or Biz Coaching? If it’s equally balanced how about “I do Conscious Life and Business Coaching”?  If it’s weighted more towards one, like Business Coaching, how does it feel to take the Life part out?  Reason being the more succinct you are with the “who”, the more you will attract them.  Positioning for Life Coaching and for Business Coaching can be quite different energetically.

Here’s another piece that I recommended to Sue as well that may be of assistance.  Tell one or two stories of favorite clients after you tell your Positioning Statement.  This piece paints a picture of who they are, what they do and their amazing before and after transformation they received as a result of working with you.

Hello Dewi,
Really like your formula.  Here it goes! 
I am a biodynamic cranial sacral therapist who helps adults and children to relieve pain and discomfort in the body.  So that they may find relaxation and rejuvenation through the pain process.

I really enjoyed your song!

Spam!  As in “canned ham”?!   LOL.

Your combo does sounds yummy though. 

Love all the new facts I am learning today.  Mahalo.

This is great Dewi – excellent questions.

So…I definitely do biz coaching.    Biz coaching for the new paradigm of people who don’t want to compromise their life for their biz and in fact see their heart-centered business as supportive of having and living their best life (in other words,that’s where the life part comes in). 

So I am a “conscious business coach”

And — excellent tip on client stories.  Do you have any examples we can see? 

Great start Allison.  Here are a few questions to help fine-tune this for you. Do you use other modalities besides Feng Shui in your coaching? 

I ask b/c the tools you use are a wonderful part of how you help your clients, however when creating your positioning story it’s best to focus on “what” they receive rather than “how” you deliver transformation/results. 

If you call yourself a Feng Shui coach you may find that other modalities you may have in your tool box don’t fit within the realms of Feng Shui.  Also, in terms of results, see what I asked Sue to elaborate on as well in terms of listing material results.  If you feel strongly about your Feng Shui work and want to brand yourself that way then yes, go with Feng Shui Coach.

People have two types of needs, acknowledged needs and deep needs.  The acknowledged needs your potential clients may have is overwhelm, lack of focus, disorganization, etc.  The deep needs are more about the energetic blocks that stand in their way (unworthiness, lack, etc) that you help them release. 

With Positioning Statements focus within the realm of acknowledged needs.  The place to speak to more of the deep needs a potential client may have is more appropriate for an enrollment conversation. (A whole different matter altogether :0)

Thanks for sharing this.  I love cranial sacral therapy.  Where do you practice? 

Hey Dewi — when you get a second I’d also love to hear more about this…
“This weekend I had an amazing experience with a small group of 7 other
high-level practice-building, heart-centered coaches committed to
serving humanity in extraordinary ways.”

who was leading it?  What did you come away with?  What’s next for you
and your coaching biz…I know you have been traveling a lot and taking in some great info from various teachers.

warmest,h

I feel that my work is more based on Life Coaching with Feng Shui as an invaluable tool in creating a recipe for success. As a person works on their emotional needs the energy that is produced through Feng Shui creates surroundings that support the life changes they are making.

Therefore:

My clients discover increased abundance in:

Health
Career
Creativity
Family
Relationships
Love
and Finances….

That all said…it seems in general an Abundance Coach is what I am in tune with.

I am an abundance coach
who helps clients that feel stuck in their current life situations
to discover and release the emotional blocks holding them in place
empowering them with the ability to achieve abuncance in all areas of their lives.

Prescott AZ  

Hi Heather, I love your site and follow your insights.  Your site is listed as one of my likes facebook.com/transitionbodyworks.  Sharing your site with other woman looking to enhance their business and careers. I enjoy your down to earth style and clarity in your skills coaching.

Allison, I like your story.  Very informative and your message comes across confidently and explains exactly what you do.  Like like!

Thank you! Your input boosts my confidence even more! What seems clear to me may not always be clear to a potential client. I appreciate the feedback!

Aloha dear! Great to have you here today. Mahalo for the compliment on my song!

You have a juicy start to your statement.  Let’s fine tune it, shall we?

What does biodynamic mean to you? Is this referring to multiple modalities that you fold into your cranial sacral work?  The word is a bit “woo-woo” to me; we want the first part of your statement to feel super grounded. 

I do love the word biodynamic however, so definitely keep it around though it may best be placed later in conversation with folks when you’ll have an opportunity to deepen that concept.  For example, in conversation with someone who’s expressed interest in your work (after initially sharing what you do). 

I love that a result of your work is relaxation and rejuvenation. Are there also material benefits of your work? What happens as a result of your clients being in these states? What are they then able to accomplish outwardly as a result?  The tendency for us heart-based entrepreneurs is to focus on inner results however for our potential clients and those we’re speaking to about our services we also need to focus on outer results. 

For the purposes of this process start a list what some of these are for your clients.  Choose one or two juicy results (ie: increased productivity, better relationships, etc.) to add onto the last part of your positioning statement.

Then the next step is to then tell a story about one or two of your favorite clients.  This piece paints a picture of who they are, what they do and their amazing before and after transformation they received as a result of working with you…

To your fulfillment!

Aloha Allison, this is really great, well done love!

My main suggestion is that instead of simply saying you help “clients” that you describe your ideal client instead. 

Are your ideal clients female entrepreneurs? stay at home moms? corporate executives?  Spiritual women? The more specific you are about who you help, the easier it becomes for that person to raise their hand and say “yes! she’s SO speaking to me!” Or, for who you’re speaking to to be able to easily recommend someone they know who might be a fit for your services. 

Niching is a bit of a mind-flip for most of us. I know when I first started sharing what I do with folks I was pretty vague as I believed my services could benefit so many folks.  When I got clear that I work with Spiritual, Conscious and Creative Entrepreneurs things really started aligning!

PS. One more item to explore…. What are your clients able to do with more abundance in their lives? It’s best to mention concrete, material aspects of what this looks like for them when describing the results you provide. For example: Increased Income, Improved Relationships, New Biz opportunities, etc.

PS. One more item to explore…. What are your clients able to do with more abundance in their lives? It’s best to mention concrete, material aspects of what this looks like for them when describing the results you provide. For example: Increased Income, Improved Relationships, New Biz opportunities, etc.

Thank you Annie!  Great to have you with us in this tribe of people up to good things.

I know how you feel, I have a great bodywork technique but very hard to explain.  Working on it now, would appreciate your review later. 

I had to pause and feel out my ideal clients for a moment. I feel that my services could benefit anyone and everyone however there is a certain individual that would “get” what I have to offer.
 
They would be,

Spiritual and Creative Women !

I feel that I swiped your ideal client! It would take a creative and spiritual person to be open to my work and I truly enjoy working and connecting with other women.

All of the above! LOL I am having a hard time narrowing that down too. I don’t want to overwhelm people with too much detail. Since abundance is MORE than just money I feel that including all of those things helps people to understand that fact. I do understand that one of these things would need to resonate with a client for them to seek my services. Any recommendations as to how to put Abundance Coaching into a few lines?

I would be happy to review your story! I’ll be watching for it.

 I am a massage therapist that specializes in Cranial Sacral Therapy.  Are you a pain suffer?  Does pain control your life.  Are you waking in pain, sleeping with pain,and moving in pain?

Cranial Sacral Therapy is an effective subtle technique that addresses chronic ailments and the best treatment I have found to recover from car accidents and trauma to the body.  Sessions will help you to relax, reduce pain and feel rejuvenated.
The style of biodynamic cst listens to the inherent wisdom in the body.  Giving you an inherent treatment plan.  Your body knows how to heal itself. 

Clients are proof that aches and pain do fade away.  They feel relaxed and rejuvenated.  Testimonials:

A very distraught woman was refered to me.  She had been living with communication problems.  Very nerveous, run on sentences, could not focus when she tried to ask or explain her situation.   People  tolerated her.
She started CST  and in 5 visits had changed her interpersonal relationships.
She could stop and focus on what she was trying to say.  People could not believe how much she had slowed down.  Her sciatica stopped bother her.
She is now working towards relief from scoliosis.

Another woman came in with complaints of being very insecure and indecis
My training in trauma and embriology resolved inutero trauma.  She now states that she is not reacting the same to events and conversations from the scared insecure places.
This work is powerful in bringing the body, mind and emotions into balance!

I have so much passion for my work but so hard to explain.  How does this sound?  Not all therapists get the results I get working with people , so I didn’t hear why they would hire me in my message.

Hi Dewi! Hi Heather! 

Dear God, I’ve got smoke coming out of my ears and sweat running down my forehead trying to do this exercise Dewi! Because it’s really good and forced a ton of clarity that I’m evidently more comfortable avoiding.

This is sooooo a first draft, but are there any bits in it that are worth keeping and piecing together? I can’t tell you how much I’d appreciate your reflections!

‘I am an inspiration coach who helps new or re-inventing entrepreneurs who are totally wanting to share their ‘thing’ in the world stop working a job or biz that is clunky, a bit boring or tired, or struggles.

so that they can experience what happens when we design income projects that fit us like our favourite pair of jeans, make a great contribution in the world, and dough in the pocket too!

When we are wearing clothes that we ‘think we should wear cuz it goes with the territory’ but we don’t really like, we can’t wait to get home and slip into what is authentic and comfy for us.

Our businesses are the same. They can feel super-comfy, or not. And this of course affects how we FEEL and what we can accomplish. We often design cookie-cutter businesses that are like those we’ve seen along the way. There’s another way.

Here’s a thought: throw it all up in the air, and start fresh by brainstorming your lifestyle wishes, the time you want for what, and what makes you quirky and happy. Then design income around that. I know, it’s crazy. And it works, like really well ’

Heather, just got off the shores of Manhattan Beach and absorbed some rays for you!

Wonderful Allison, swipe away!

Aloha Alex, welcome to the party! Love that you’ve joined us here and even more that this has brought some discomfort forward for you.  From looking over what you’ve wrote, I see you have a fun way of playing with words and communicating your message. That’s great, I encourage you to play with that, AND, for purposes of this exercise, I encourage you to get real specific so that what you share can be communicated in 30 seconds or less.

Let’s take a look at what you’ve wrote…

‘I am an inspiration coach who helps new or re-inventing
entrepreneurs who are totally wanting to share their ‘thing’ in the
world stop working a job or biz that is clunky, a bit boring or tired,
or struggles. 

I like Inspiration Coach as a title.

Would “purpose-driven” new or reinventing entrepreneurs “wanting to be of greater service in the world and be richly rewarded for it” be a fit to further describe your tribe?

What’s the problem or pain you assist them with?  Is it assisting with the overwhelm that comes when presented with so many ideas? Or helping them to stop playing small?

It sounds like you help your clients create income streams and their biz in a way that is authentic and aligned with their lifestyle.  Is that accurate?  So for results you provide I suggest you mention several concrete deliverables ie: my statement “increase the impact of their mission, their message and their sales”.

Keep it up and do share any additional insight you have…

I love this Alex.  Yes to favorite jean feeling work lifestyle. mmmhmmm. 

Aloha Annie, this is great; how can you take what you’ve written here and condense it into the 30 second conversational version? Please share and I’ll be sure to reply back.  Mahalo for participating dear!

I am an Empowerment coach? who helps ? to overcome self-judgment, disempowering lifestyles, constriction, emotional suppression, stress-urgency, confusion

so that they may Fully Live! Relaxing into their empowered clarity, flow and self-trust; Freely living their Unique Purpose.

Oh goodness I need some help!

Business Name Idea: Luminspirations
 

I am a massage therapist that specializes in Cranial Sacral Therapy. 
Are you a pain suffer?  Does pain control your life.  Sessions will help you to relax, reduce pain and discomfort and rejuvenate the body. This work gets results that most other therapies cannot.  Example: run on sentences…Okay this is what i usually try for when talking to clients.

Aloha again Sue, you truly do AMAZING work dear! I appreciate how you took my questions and RAN with them :0)

What you’ve got going is definitely on the right track.  My suggestion is for you to take 3-4 of the results (ie: more money, more joy and more freedom) and incorporate them into your story. 

Then take some of the specifics you listed above and incorporate them into the stories you tell of one or two of your ideal clients.  For example: “one of my clients who is a ….. came to me overwhelmed and frustrated with her….. After 6 mos of working closely together she completely reorganized her house, took the vacation she’d always been wanting to and spent more time doing things she loves like….

I pray that helps you even further Sue.  Feel free to post your revised statement here and if I have any more suggestions I’ll be sure to reply.

With Aloha, Dewi

Aloha Heather, thanks so much for asking about this!  I am in Brian Whetten’s Selling by Giving Master Class program.  Brian works with heart-centered practice building coaches, consultants and therapists who are wanting to take their businesses to 6 figures.  I LOVE his work and he has an amazingly valuable free offer that I highly recommend you check out at http://sellingbygiving.net

Aloha Juniper, welcome to the thread dear! I’m signing off here shortly and will reply to your post later tonight.  You’re awesome for sharing what you’ve got thus far….

Aloha friends!  It’s been wonderful chatting here with you today.  For any of you interested in taking the conversation further and ask any other related specific questions please email me at lovesoundinternational@gmail.com ~ Have a Blessed day and be sure to take the next step and play with your Positioning Story in real time.  Feel free to also let me know what kinds of results you are experiencing from sharing them too!

Aloha again dear, this is a great start.
What I like: Empowerment Coach
What you help people resolve: stress, confusion (about purpose?)
Empowered Clarity and Unique Purpose (concrete results you provide)
What to ponder: Who You Help aka Your Ideal Client – A good place to start is to describe someone that is even just one or two steps behind you.
Given what’s mentioned here, feel free to refine your statement with the gems I pulled from your previous piece.
With Love, Dev

Thanks Dewi!  And thanks so much for a great day at the CAFE.  Loved hosting you.  

wow, this is hard! But what a great exercise!!! Geez, who AM I?????
I’m going to try a few on for size:

I am a __holistic health coach_ (name the industry you represent)

who helps moms of daughters (ideal client)

to feel nourished in their body, mind and life (address the pain this person is experiencing)

so that they may be the change they wish to see in their daughters and feel empowered to support themselves and their daughters in living a delicious, healthy life (transformation/results they receive).
 
OR

I am a holistic health coach and psychotherapist who helps women and girls (specifically moms and daughters) develop peace, nourishment and good health with food, eating and their bodies…so they can live a big full life.

I think the resistance to branding is about committing to “one thing” for me…I do a lot of things! Hard stuff!! 

Thanks for being here Dewi!

Hi Heather, Alex and Sue! Good to see you at the cafe!!!

I feel your challenge!  I do alot of stuff too!  But finding my voice has been empowering. 
I feel like my message is what i want to say but also limiting due to the dynamic of my work.  I have been geared toward pain sufferers but also there are the neurological and spiritual and emotional components that help people also.  Ugh!  working toward finding that voice, funny we have been talking about bruxism and tmj on my facebook.com/transitionbodyworks page.  All ailments that block the throat soul/chakra.
Power in the numbers.  We are bringing consciousness to speaking our truth in this day and  age when ……what words can you trust?