Every brand has a unique energy that sets them apart.

You can work with this energy by tapping into the soul of your brand.

Working with the soul of your brand can help you get clear on your purpose, find your voice and create a strong marketing foundation.

It’s also a process to help you explore your strengths, get clear on what you want, and connect to yourself and the people you serve in a more meaningful way.

It’s not a one-time exercise, because the truth is – your brand will evolve and deepen as you grow and align with who you really are.

No matter what stage of the branding journey you are on, this article shares the framework I use when helping my clients discover the soul of their brand.

Download a copy of the Brand Soul Canvas to discover yours.

Connect To Your Essence

Your essence quickly communicates the feeling behind your brand.

Your goal is to identify and align with your core essence so you can create everything from this foundational frequency and vibrational truth.

Capturing your essence in a few words might feel easy and intuitive or you might want to circle back to it after you’ve gone through the other parts of this process.

Play with it, refine it and use it as your guide.

Go Deeper: Use your Brand Soul Canvas to describe your essence in 1-2 words.

Find Your Purpose

Getting clear on the reason why your business or idea exists is essential.

Your unique purpose is all about connecting to something bigger than you and anchoring into your highest intention to serve others.

You can tap into your purpose by exploring your personal strengths, past experiences and ongoing life and business challenges.

These experiences all lead to greater clarity, alignment and connection when building your brand.

Go Deeper: Use your Brand Soul Canvas to describe the purpose of your brand.

Create A Clear Vision

A compelling vision is a must if you want to lead from a place of alignment and inspire others along the way.

Vision is about imagining, seeing, or sensing your future. It helps to direct your energy and align with your ultimate desired path.

Your ability to imagine a future scenario AND believe it’s possible – has a huge impact on your ability to create the life and business you desire.

Access your vision by tuning into your goals and desires without any limitations or fears.

Go Deeper: Use your Brand Soul Canvas to describe the vision of your brand.

Have A Strong Voice

Finding your brand voice is all about clarity around your purpose, values, and core message.

Having a clear voice helps you create a brand based on shared values and it helps set the tone for your marketing and what you speak about when you are not selling.

Brands with a voice and perspective share their truth and create a community around these core values and beliefs.

Explore your voice by identifying what you really care about and why.

Go Deeper: Use your Brand Soul Canvas to describe the message and values of your brand.

Attract The Right Audience

At the end of the day, business is about relationships and your brand is simply a bridge between you and your customers.

You become a magnet for your ideal clients when you are clear about who they are and what they need from you.

Having empathy for their fears, challenges and obstacles helps you to serve them in a deeper way and creates a lasting connection you can build on for years to come.

Your audience will shift, change and evolve so revisit this area often to gain a deeper understanding of their needs and desires.

Go Deeper: Use your Brand Soul Canvas to describe the audiences for your brand.

Understand Your Real Value

Your real value is in the transformation you provide to others.

It’s connected to your products and services, but it’s more than just what you sell or a list of features and benefits.

Your unique value is about communicating why people should care and most importantly - what’s in it for them.

To get clear on your unique value proposition, you need to know what you sell and how it helps your audience.

Go Deeper: Use your Brand Soul Canvas to describe the unique value proposition of your brand.

Own Your Unique Identity

Every business has a unique personality and tone that radiates outward and permeates everything you say and create in your business.

When you create your brand identity you can channel your vibe to express your unique personality and perspective.

This is the part of your business where you can let your creativity shine.

Get creative with a mood board that captures images, colors and feelings that reflect your personality!

Go Deeper: Use your Brand Soul Canvas to describe the personality and tone of your brand.

Focus On Your Promise

Your promise is the embodiment of your mission and a commitment you make to your customers.

Focusing on your promise directs the activities of your business, communicates what matters, and sets a standard for how you show up.

It’s a grounding energy that tells people what they can count on you for and builds loyalty and trust.

Capture your promise and mission in writing and use it to help guide your planning your next steps.

Go Deeper: Use your Brand Soul Canvas to describe the mission and promise of your brand.