Resonance – The Invisible Hand of Marketing
As entrepreneurs & business leaders promoting our business, how can we stand out in our market, while also staying true to who we are? Is there a way to experience authenticity within ourselves and with our audience, while facing the pressures of building a business and hitting our goals? In this talk, Ryan Rigoli, co-founder of Soulful Brand, explores how building trust is not just about what you say, but who you become when marketing and selling your business. Overall, he explores the question, 'what does it really take to create conversations with deeper meaning and impact, as an entrepreneur / founder of your business.' You'll see a case study showcasing an entrepreneur's successful path from in-authenticity to authenticity and how that increased engagement with her organization's key stakeholders. Additionally, you'll see how she was able to identify when she didn't quite feel like herself when talking about her business, as well as a way to return to authenticity. --- Our company, Soulful Brand, is a brand consultancy and leadership development firm preparing entrepreneurs and business leaders to stand out with a unique message in their market, while staying true to themselves and their vision.
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Resonance – The Invisible Hand of Marketing
- 1. Resonance The Invisible Hand of Marketing
- 3. Traditional way of Marketing was not working for us
- 4. A Journey into a new kind of Marketing
- 6. Resonance with others starts with resonance in yourself
- 8. “We raised three times what we have ever netted before.” “Storytellers for Good has been our most successful marketing tool.” “A transformative experience for our organization.” Growth + Client Impact
- 9. What Amplifies Resonance? Outcomes like... Relevant + Relatable Language What I do + say is aligned with who I am Clear purpose + customer value BRAND INTENTION BRAND EMBODIMENT INTEGRATED MESSAGING Key ingredient in the new brand paradigm
- 10. INSPIRATION GROUNDING WHO you work with WHY you care about your business Brand Intention consists of knowing... WHAT you offer (+ outcomes) HOW you achieve outcomes for others
- 11. BRAND UNCERTAINTY Which Behaviors Unintentionally Create Dissonance? BRAND EMBODIMENT INTEGRATED MESSAGING Resisting uniqueness + focus
- 12. WHO does she work with? HOW she works:WHY she cares: WHAT is her offer + impact? INSPIRATION ? GROUNDING the public? organizations? Journalism, crafting stories, coaching Cara believes that the stories we choose to tell shape our culture what is her service? what’s the impact? BEFORE = Brand Uncertainty
- 13. Leaving out elements of inspiration or grounding Resisting uniqueness + focus BRAND UNCERTAINTY BRAND EMBODIMENT FRAGMENTED MESSAGING Which Behaviors Unintentionally Create Dissonance?
- 14. Which stories to tell in messaging?
- 15. Leaving out elements of inspiration or grounding BRAND DISHARMONY Which Behaviors Unintentionally Create Dissonance? Driving agenda without including other voicesFRAGMENTED MESSAGING BRAND UNCERTAINTY Resisting uniqueness + focus Key behavior to watch in the new brand paradigm
- 16. How most people see the cause of Brand Disharmony “BAD” VOICE “GOOD” VOICE
- 17. Another way to look at it
- 18. A dominant part takes over
- 20. Dismissed voice: “I want to share my deeper inspiration.” Fear loss of old identity & $: “I feel safe as a reporter. Who am I now? Is this a viable business?” Dismissed voice: “I want to create powerful stories that make people feel.”
- 21. Giving key internal stakeholders a voice BRAND INTENTION BRAND EMBODIMENT INTEGRATED MESSAGING Which Practices Encourage Resonance? Key practice in the new brand paradigm
- 22. the “Reporter” in the dominant role
- 23. Vulnerable Speaker Soulful Interviewer REPORTER “I know how to craft a story & bring money in. Just do what I say.”
- 24. The curious paradox is that when I accept myself just as I am, then I can change. ~ Carl Rogers
- 25. Reporter Soulful Interviewer Vulnerable Speaker GIFT: Story Crafting GIFT: Deep Listening & Inquiry GIFT: Authenticity & Connection
- 26. Intention-Setting + Value Testing BRAND INTENTION BRAND EMBODIMENT INTEGRATED MESSAGING Which Practices Encourage Resonance? Giving key internal stakeholders a voice
- 27. WHO she works with: HOW she works:WHY she cares: WHAT she offers + impact: INSPIRATION GROUNDING Non-profits that want to demonstrate the power of their good work & raise $ A team of passionate journalists creating “stories that feel” (journalism, coaching, video) Cara believes that the stories we choose to tell shape our culture Mini-documentaries that increase investment dollars + # of supporters AFTER = Brand Intention
- 28. Which Practices Encourage Resonance? Giving key internal stakeholders a voice Intention-setting + value testing BRAND INTENTION BRAND EMBODIMENT INTEGRATED MESSAGING Including humanity + practical impact
- 30. Expanding from strong inner foundation
- 31. When our words, actions, and behaviors are in harmony, wisdom and authenticity emerge. ~ Angeles Arrien
- 32. deepening connection in the marketplace