Everyone knows how important it is to have clarity in your Social Media branding.
Having a clear and consistent message for your audience is the key to attracting your ideal customers. And so, it’s imperative to spend time focusing on exactly who you are, what you represent and how you can help people.
All of this I’m sure you already know.
But there’s one big thing that’s missing from this exercise – and it stops most people from really nailing their branding. Without it – your message can become vanilla, and your content becomes lost in the crowd.
As important as it is to really know who you are – it’s equally important to know who you are not. The biggest thing most people are missing is an ‘enemy’.
Now your enemy isn’t another leader, a rival company or their products. The enemy is a mindset or social construct that most people adhere to – and it’s why most people are broke and unhappy. Most people struggle in their lives because they hold onto old beliefs and old mindsets – and these are the enemies that we want to work against.
Let me explain:
If you’re in health wellness and you want to brand yourself around long-term health and sustainability – your ‘enemy’ is the mindset of deprivation. The idea that the only way to lose weight is through starving yourself. So many people are selling weight loss, you can truly stand out by going against the mindset that starving yourself is the only way to achieve it. Showing that deprivation is unsustainable (and boring), whilst nourishment is the key.
If your audience is busy parents – your ‘enemy’ is the mindset that the only way to lose weight is to smash yourself in the gym 5 days a week. You can share the huge benefits of your product, helping people both with their health and saving time by not needing to spend it at the gym.
If you have an energy product – your ‘enemy’ is the idea that needing caffeine every single day is ‘normal’. Your content is balanced between the advantages of your products and the craziness of people accepting that they need stimulants to make it past 3pm each day.
If you have an anti-stress product – your ‘enemy’ can be ‘hustle culture’. Positive posts about relaxation, meditation and Yoga – along with strong posts against burnout and fatigue being ‘celebrated’.
If you’re selling a financial system or opportunity – your ‘enemy’ is the 40/40/40 mindset. Your ‘enemy’ is the common idea that working hard and saving money all your life is a safe strategy for retirement. You want to share the pros of investment and the cons of depriving yourself of happiness now in the hope that you can have it later.
The added bonus of this – it also helps to sort out the serious people from the dabblers. Being strong and open about who you are not helps to push away people with the wrong expectations or work ethic. You actively repel people who are going to waste your time.
I love to talk about financial freedom in my posting as that’s what I love to help people achieve. I’m also very clear on not being a ‘quick fix’ guy. If you want shiny objects, I am not your guy. My ‘enemy’ is the hype of ‘easy money’. Being direct with this in my content helps attract people who want to achieve freedom – and I know that they’re committed to the work and long-term mindset it requires.
Take the time to review your branding, looking at both who you are, and who you are not. Write them both out and look at what common beliefs and mindsets that hold people back from making change.
This will help you stand out in your branding and give you plenty of fresh ideas for your content creation.
