• Arcbound
  • Posts
  • Define Your Brand Before You Activate It . . .

Define Your Brand Before You Activate It . . .

* Don't put the cart before the horse

Author

Bryan Wish
August 07, 2024

You’ve decided to start building your personal brand. You’re churning out content, making connections, and suddenly you're in the thick of it. Engagement's up, you're meeting interesting people, and it's all very exciting.

But then the questions start:

  • What does this all mean? 

  • What kind of impact am I making? 

  • How do I maximize this effort? 

As the months roll by, deeper questions emerge:

  • Who am I, really?

  • What's my core message?

  • What am I bringing to the world and why?

  • How will my brand evolve?

  • How can I build a product line that aligns with my authentic self?

Here's the rub: At its core, this online world isn't about inflating audiences and personas. It's about core identities. The more automated it becomes, the more important that will be. 

The deeper problem? Many don't truly know WHO they are or HOW they want to show up in the world.

That's where we come in. Our Arc Launch Process helps you define your brand before you activate it. Because having a cart with no horse won’t get you very far. 

Uncovering Your Core: The Arc Launch Process

Our Arc Launch Process digs deep, peeling back layers to reveal the essence of who you are beyond the surface. We start with probing questions like:

  • What experiences have shaped you most?

  • What problems are you passionate about solving?

  • Where do you see yourself in five years? Ten years?

By understanding your defining moments, long-term aspirations, and core values, we can map out your Arc—the unique trajectory you’ll take to share what you’ve learned and get where you want to go. We craft a path to bring your voice to life, activate your community, and align your thought leadership with your business goals. Remember: Your brand isn't just what you do. It's who you are and why you do what you do.

Crafting Your Ownable Message: The Heart of Your Brand

At Arcbound, we help clients define their "Ownable Message"—the core of what they stand for. Think of it as your personal "Why," à la Simon Sinek's Golden Circle.

Your Ownable Message is the north star guiding all your content. Without it, you're just shooting posts into the void. With it, you have a foundation to build upon.

Here's how it works:

1. We uncover your "Why"—your purpose, your driving force.

2. We develop "Content Themes"—the "Whats" that bring your message to life.

3. We align everything to ensure your brand resonates authentically.

Remember: A clearly defined brand message isn't just about engagement—it's about setting the stage for future monetization. Build the foundation first, and the rest will follow.

Know Your Audience: The Key to Brand Activation

Of course, it’s not just about you. You also have to consider your audience. The WHO is the real game-changer.

Speaking gigs, B2B opportunities, and engaged subscribers don't materialize out of thin air. They're the result of:

1. Understanding your core audience

2. Going the extra mile to reach them

3. Consistently engaging with them

Our Arc Launch Process zeroes in on your ideal audience. This isn't just about metrics—it's about connecting with the right people who can truly benefit from what you offer.

Why is this crucial?

  • It guides our outreach efforts

  • It ensures your content reaches the most receptive eyes

  • It positions you to be top-of-mind when your audience has a need

You don't harvest seeds the moment you plant them. You have to tend to them. When you've nurtured trust with the right group, the harvest becomes much easier—and more bountiful.

Monetizing Your Thought Leadership: Authentic Extensions of Your Brand

Monetization isn't the first step—it's the natural outcome of a well-built foundation. Let's look at disruption expert Charlene Li as an example. Her brand is all about leading companies through transformative change.

Charlene monetizes through:

  •    Advisory services

  •    Speaking engagements

  •    Books

These aren't random offerings—they're authentic extensions of her brand. You can clearly see her message on her website, too, along with the large companies she's served in their transformations. Yes, she's monetized her work, but she's also created a library of amazing content that she’s giving away for FREE, further building trust and credibility with her community.

If you want to monetize, you need a clear message—otherwise, you risk confusing your market. But when you do the deep work up front, you create a flexible identity that can evolve with the times without losing its essence. The goal isn't to box yourself in, but to create a strong core that can adapt to new opportunities while staying true to your fundamental purpose.

The Big Picture: Your Brand as a Force for Good

Defining your brand isn't just about crafting a polished image—it's about discovering your true north star. Through our Arc Launch Process, you'll come to realize:

1. This isn't about ego or self-promotion

2. It's about serving the world in a meaningful way

3. Building a lasting brand takes time—and that's okay

When you have a clear vision of your brand, you stop sweating the small stuff. Instead of obsessing over every word in every post, you'll see the bigger picture: how all the pieces are coming together to create something truly impactful.

Remember, your brand is more than just a marketing tool. It's a vehicle for change, a platform for ideas, and a way to leave your mark on the world. So take the time to define it right, and watch as it transforms not just your business, but your entire approach to your work and purpose.

We started this conversation talking about not putting the cart before the horse. Well, now you've got your horse—your authentic, well-defined brand. It's strong, it knows where it's going, and it's ready to pull that cart wherever you want it to go.

LATEST READING: