When you launched your business, no one handed you a handbook that said, “This is how you brand your business.” We often throw together ideas and concepts that are generic and based on other brands, but have you ever taken time to uncover a deeper brand identity in your business? Rachael Curtis of Rachael Leigh Photography and The Brand Plan join us to share how you can develop a brand identity that doesn’t require you to sell, but instead allows you more clarity in connecting with your audience.

Are You Building a Brand that Matters to You?

Rachael launched her photography brand right out of high school, where she fell into the wedding industry. In 2019, Rachael began to pivot into brand photography. There were two reasons for this pivot:

1. She realized that weddings meant giving up her weekends and as she looked into the future and what she wanted for her life, she knew it wouldn’t be her path forever.
2. She really only went into wedding photography because it was a quick way in, but she couldn’t tell you why she did it. Yet her passion for building brands far superseded her passion for shooting weddings.

Between 2020 and 2021, she began testing out brands and fading out of weddings. From there, she began to have an identity crisis in 2022. She found that in every educational course or freebie she got, it left her wanting more—specifically in regards to her why and how to translate that into a brand that works and markets to ideal customers.

Thus The Brand Plan was born. It helps creatives curate a brand that sells without saying a word through rock solid clarity, and then rhythm based marketing.

Building a Brand that Sells without Saying a Word

While we love what we do, most of us really don’t enjoy selling. In The Brand Plan‘s 8 week group coaching program, Rachael specializes in guiding you through building a brand that actually sells without saying a word.

“People like us do things like this.” – Seth Godin

Consider the reality that you have a business that serves and that selling is also serving someone, it makes selling a little less complicated. By selling, you’re helping them to find transformation, find the solution to their problem, helping them realize their dreams, or find a solution.

Yet, selling can feel icky. But what if your brand was the magnet that drew in your ideal clients who needed what you have to offer. Rachael built her business around this idea that she’s so good at what she does, that people can’t ignore her. Rather than having to show up and raise her hand on social media, she simply has manifested her ideal clients through her brand.

If you’re wondering where to start, consider the following about your brand:

1. Identity: You have to be super clear on who you are and what you offer.
2. Audience: Who are you serving beyond their demographics; what matters most to them?

Phrases Rachael Reiterates to Herself & Students

Owning her brand identity and knowing her why helps Rachael to truly live out her brand. There are a few phrases she says to herself and to clients to ensure she’s being true to her brand:

1. Wherever you are, be all there.
2. Live the season of your life that you’re in to the fullest and be fully present where you’re at.
3. I am building a business that serves my life and not the other way around
4. I don’t settle for good enough. I’m always improving and I’m always reaching.

The more often that she reiterates those statements, the more often they show through in her work. This allows her to be transparent in her messaging and conversations, which ultimately attracts and converts her ideal customers.

Uncover a Deeper Brand Identity

As you’re exploring a deeper dive into your brand identity, it’s important to remember that you are not inventing it—it already exists. A brand is more of a work of observation than it is of invention. So how exactly do you begin to clarify your brand identity?

Start taking notice of what you do, what resonates, and what feels really great. Is something easy for you to talk about and does your audience engage with it?

Unpopular Opinion

Rachael has a lot of unpopular opinions, which she believes makes her a great brand photographer. Her number one unpopular opinion in regards to brand photography and brand identity is that we need to stop running to items and other brands to give our brand an identity.

Be careful in how you’re talking about generic items that influencers are creating with—you’re not trying to make it as an influencer, you’re trying to build a brand for your business.

Mentioned in this Episode

Katelyn James

Connect with Rachael

rachaelleigh.com

The Brand Plan

@rachaelleighphotos

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The post Episode 144: Uncover a Deeper Brand Identity in Your Business with Rachael Leigh Curtis appeared first on Laylee Emadi | Coach for Creative Educators.