Branding mogul and messaging coach Karie Price discusses fool-proof best practices when it comes to distinguishing your brand in the creative industry space, in addition to the importance of leveraging Creativation as a networking opportunity.
What inspired you to become a brand messaging coach?
“I didn’t set out to be a brand messaging coach. I started my corporate career as a business analyst. My job was to go into a business and be able to very quickly learn about their business and their industry and solve problems for them. 16 years ago, we opened up a full service branding agency where we would go in and learn all about our client’s businesses and develop their whole brand, starting from the messaging foundation that we could bring to life visually.
We worked with a lot of different types of businesses, but we were really able to fine-tune this process for these really powerful messaging foundations. I went back and forth between the brand space and the business analyst space. Now that we have social media, it’s so much easier to start their own businesses and put their passions into the world, but that means there is so much competition. I started realizing that the major difference between those businesses that were successful and those that were struggling was the brand messaging.”
What are some key pieces of advice that you can relay to craft industry professionals with regards to becoming a savvy marketer?
“One, it’s going to be hard. You’re not just going to sit down for 30 minutes and suddenly have a whole band strategy. Give it time and know that you might have to work a little bit at it. You might not understand how instrumental it will be in bettering your business now, but the people that invest in their brand and messaging in particular succeed more in marketing. A little bit of effort up front will make everything after that much easier.”
What do you personally think are the markers of a stellar brand/marketing strategy?
“We are a society of visuals. Images might get people to stop scrolling, but it’ll be the messaging that will really make the connection. Images are stronger and connect with people more when they are built from strong messaging. So, when I look at what makes a strong message, and my own messaging is all about helping people make their messaging ‘roar’, it’s all about having a message that’s relatable to your audience. Creating a one-of-a-kind message will help you stand out among the competition. You also need to make sure your message is actionable. The final piece is making sure your message is reliable. This helps establish trust with your audience and get people to want to learn more about what you’re offering.”
With all the noise in the digital sphere, what are some best practices for cultivating a “stand-out” brand?
“There are so many schools of thought on this. You can quickly get overwhelmed and burnt out. I believe consistency and reliability is key. If you put out one compelling piece of content that resonates with your audience and you did that once a week, every time you post, people will recognize it as something they need and want. It’s all about consistency. Whatever you commit to, make sure you can sustain it.”
How can industry professionals attending Creativation use the show as a marketing platform?
“First of all, live events are amazing for your business. If you’re not going to Creativation this year, make sure you get there next year. It can be overwhelming, so definitely think about your overall goals and focus. Is it getting connections with new vendors because you’re expecting growth? Is it connecting with others in the industry to strengthen your network and find people to collaborate with?
Think about the things that are the most important to you so you can figure out who to connect with. When I talk to my clients about these big networking opportunities, they often tell me they feel like they need to go in with a marketing strategy to get business, but really, focusing on establishing relationships will lead to more business in the future. Take the pressure off yourself that you have to sell, sell, sell.”
What do you think are the benefits of attending Creativation?
“Creativation is such a great opportunity to get out of our bubble and the things we do on a daily basis. I know it will just expand my horizons and I’ll be exposed to new learnings. You’re going to learn from everyone who you encounter at the event. You’re growing your community, building your support network and getting inspiration. You’re immersing yourself in an environment that will provoke all of these great subconscious thoughts and inspiration. Who knows what that can do for you?”
What are your plans for Creativation, and how are you hoping to influence the other industry professionals you meet?
“For me personally, I generally try to be open with what’s going to happen. You don’t know who you’re going to meet. I’m really looking forward to being open to everyone I can encounter and just talking to people. It’s a little intimidating at times, but just strike up conversations with those around you. Coming out of every event, there is at least a handful of people who become lifelong friends after the fact.”
Karie Price is a Brand Messaging Coach with more than 20 years of experience in branding and business analysis. Her unique combination of experience has allowed her to develop a tried and true process to help her clients fully understand their brand from the inside out, and the outside in. To Make Your Message ROAR® visit her website for more information.