Discover the Soul of Your Brand

Every brand has a distinct energy — an essence that sets it apart. Understanding and working with this energy is the key to creating a brand that feels authentic, aligned, and deeply resonant with the people you’re here to serve.

If you’ve ever felt unclear about your purpose, struggled to articulate your vision, or wondered how to connect more meaningfully with your audience, it’s time to explore the soul of your brand.

That’s why I created The Brand Soul Canvas, a simple yet powerful framework designed to help entrepreneurs and purpose-driven leaders clarify their brand’s essence, voice, and value. Whether you’re just starting out or refining an established business, this tool will guide you to connect with your true purpose and create with intention.

What Does It Mean to Discover Your Brand’s Soul?

Your brand’s soul is the energy that fuels your business and creates meaningful connections. It’s not about flashy logos or catchy slogans—it’s about:

• Aligning with your core essence to create a consistent, authentic foundation.

• Clarifying your purpose to connect with a mission bigger than yourself.

• Envisioning your future and the impact you want to make.

• Finding your voice to communicate your values and unique perspective.

• Building a bridge to your ideal audience by understanding their needs and desires.

• Highlighting your value through the transformation you provide.

• Expressing your identity through creativity, tone, and style.

• Honoring your promise to cultivate trust and loyalty.

Why Is Branding an Ongoing Journey?

Your brand isn’t static. It evolves as you do. Branding is an ongoing process of discovery and alignment, giving you the freedom to grow while staying true to your core values. Every stage of growth offers an opportunity to revisit the foundation of your brand, refine your messaging, and ensure you’re connecting deeply with your mission and audience.

How The Brand Soul Canvas Can Help You

This free tool invites you to explore and express what’s most authentic about your brand. Each section of the canvas focuses on a key element of your strategy:

• Essence: Define the feeling or energy behind your brand in 1-2 words.

• Purpose: Clarify why your business exists and how it serves others.

• Vision: Envision your future and align with your goals without limitations.

• Voice: Identify your values and core message to connect with your audience.

• Audience: Deepen your understanding of who you’re here to serve.

• Value: Highlight the transformation you provide and why it matters.

• Identity: Channel your unique personality and perspective through creativity.

• Promise: Define your mission and commitment to your customers.

Take the First Step Today

The journey to discovering your brand’s soul begins with reflection. Set aside time to dive into The Brand Soul Canvas and uncover the energy that makes your brand uniquely you. Use it to:

• Build a clear and aligned marketing foundation.

• Explore your personal strengths and reconnect with your purpose.

• Communicate your vision and values with confidence.

No matter where you are in your branding journey, this tool is designed to meet you where you are and guide you toward alignment and clarity.

Download The Brand Soul Canvas Now

Are you ready to unlock the soul of your brand? Click here to download The Brand Soul Canvas and start creating a brand that reflects your truest self.

Your brand’s soul is waiting to be discovered. Let’s bring it to life, together.

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Podcast: Aligning Your Business Values with Your Ideal Client

Last month I was invited to be a guest on the Showing Up Solo podcast. It was a great conversation about what it really means to work with people that light you up.

As an entrepreneur and marketer, I’ve spent thousands of hours working with my clients to identify who their ideal niche or customer is. 

I’ve also tested and refined my own ideal customer profile over the years to more accurately reflect my business goals and experience.

For many business owners, this critical aspect of growing a successful business can be very challenging to identify and define. Especially if you aren’t approaching it in a heart-centred way.

We can forget that every business is made up of humans. We sometimes overlook the importance of relationship-building as a marketing tool. We can fall into the trap of treating our audience as a target market instead of a community of people we are a part of. 

Most traditional marketing exercises focus on superficial data like age, income and lifestyle factors and ignore the real opportunity to connect with people in a deeper, more meaningful way.

Sure, knowing who your ideal niche is important. But the real magic is in defining who you love to work with most as people. Because working with and serving people that you genuinely care about is one of the greatest ways to measure your success.

Watch or listen to the full episode now to learn more about Aligning Your Business Values with Your Ideal Client.

Podcast: Authentic Branding & How To Be Real In Your Marketing

This episode of Now Common Convos features Heather Briggs discussing the importance of authenticity in marketing. She shares insights on building genuine connections with audiences and offers strategies for creating an authentic brand presence. The conversation also covers common pitfalls to avoid and emphasizes the value of storytelling in conveying brand messages. Listeners will gain practical tips on aligning their marketing efforts with their core values to foster trust and loyalty among customers.

Three Types of Alignment In Your Business

When you hear the word alignment you might think about yoga or the human body. Good alignment means that we are connected, healthy and strong. And misalignment often creates pain or instability to the point we can no longer ignore what’s going on. 

I often use alignment in the body as a metaphor for business strategy. The same way a chiropractic adjustment can target a specific pain or imbalance along your spine, a strategic adjustment can also bring a lot of relief to a nagging pain in your business. 

Alignment issues are a great diagnostic tool because they show us where our energy is stuck. Blocked energy focuses our attention on what isn’t working. And sometimes the slightest adjustment in area can produce a massive shift – because whether we’re talking about business or life – everything is connected.

I’m going to explore 3 common areas of alignment you can focus on to help your business grow. By exploring these areas, perhaps you can identify a pain point in your business that’s calling for your awareness right now.

Soul Alignment

When I refer to soul alignment in business, what I’m talking about is a deep connection to your core essence, or as I like to call it, the soul of your brand. This includes awareness about your purpose, vision, goals, strengths and personality.

When soul alignment is strong you are clear on who you are and that means you are more likely to create a business that aligns with your purpose, vision and values. When soul alignment is off, entrepreneurs tend to feel very stuck and unsure of their direction. 

Soul alignment calls us inward, and it requires us to stop and evaluate the very foundation of who we are – as a person, a leader, and a brand. It can happen at any stage of the business journey and for a myriad of reasons such as; a failed venture, a mid-life crisis, a shift in consciousness or just a deep nagging awareness that something greater is calling you forward.

Brand Alignment

Brand alignment is a more common term used in business. It’s about aligning your unique value to your customers needs and learning to translate this awareness into a clear offerings, messaging, and an overall value proposition that accurately represents your business. 

When brand alignment is strong, you’re clear about how to communicate who you are, who you serve and what you do. Your positioning feels good and the right people can find you, understand your value and want to connect with you. When brand alignment is off, we tend to feel like something in our communications is not working; like we’re attracting the wrong people, or we can’t get clear on what we want to offer. 

Brand alignment requires that you spend some time getting really clear on the connection between who you are, what you do and who you want to work with. This is a foundational aspect of your business strategy and something you should revisit and adjust as you grow because the more you go out and work with the right people, the closer you’ll get to understanding how to best align with them. 

Marketing Alignment 

Marketing alignment is simply about choosing the right tools, tactics and systems to share your message. It’s about having a strategy and plan that’s clearly defined and uniquely tailored to you and your business goals. 

When alignment is strong in this area, your marketing efforts should be bringing you tangible results and the process of creating content should be fairly easy and fun. You know who you’re talking to, how to reach them and what they want. When marketing alignment is off, the whole idea of marketing feels hard. It can be more complex to determine what’s not working since there are many factors that contribute to an effective marketing strategy but the most common thing I see is that the foundation isn’t strong enough yet.

Sometimes marketing alignment issues can be cured with a new tactic or tool, but more often than not, it requires you to go back to your foundation to look for clues. Is it the marketing strategy or your lack of clarity that’s causing the problem? Is it the medium or the message that’s out of alignment? Am I really lost or am I just afraid to be seen?

How Aligned Is Your Business?

Alignment work reminds us that everything isn’t broken – that one small adjustment can produce huge results. When one area is aligned and open, it can support the entire system. And when one area is blocked, it can cause the whole structure to feel unstable. 

Developing a clear and aligned strategy for growth requires your intention and attention. You must be willing to go deep, look at where it hurts and develop a plan to reach your goals from a place of alignment, not fear. When we approach business with this level of clarity, magical shifts can occur and the process of building a business or brand becomes way more enjoyable. 

Spring Clean Your Business

Spring’s in the air! It’s a perfect time to refresh, refocus and realign with yourself and your business after a long winter. Nothing feels better than a fresh perspective and that’s exactly why I’m talking to you about the magic of spring cleaning in your business.

Spring is a season of creation and growth. It’s also the perfect time to let go of what no longer serves you and realign with your goals for the year. Here are some simple and powerful ways you can spring clean your business and make room for the new.

1. Clear the Clutter

Clutter comes in all shapes and sizes. It’s not just about having a messy desk or unorganized filing cabinet. Clutter can be mental, emotional and energetic. The good news is - where there’s clutter, there’s also an opportunity to simplify. Some areas to scan in your business include:

• Physical spaces - workspace, desktop, inbox, dropbox, calendars etc.

• Marketing content - social media, messaging, website, etc.

• Organizational - systems, processes, people etc.

• Mental/emotional - negative self-talk, overwhelming thoughts, fears etc.

The main goal is to identify where you feel blocked, misaligned or overwhelmed. Trust your intuition. Once you’ve identified where you want to clear the clutter, begin to consciously purge and organize this aspect of your business bringing full awareness to the space you are creating.

2. Close Any Open Loops

Another way to create a lighter, cleaner energy in your business is to look for any open loops. Open loops are dreams, relationships, and situations that have not been fully resolved.

These sneaky little situations can deplete our energy because there is no closure. This might be a conversation you need to have, a relationship you need to mend or you may decide something is done and close the loop on your own. Intention alone can be very powerful. 

Another tip is to review your goals for things you’ve outgrown or no longer feel connected to. Cross them off the list and remember that your goals are allowed to expire too.

3. Welcome The New

Spring is a time of creation –  flowers blossom, trees grow, and the warmth of the sun welcomes new dreams and adventures. It’s just this sort of magical energy that helps everything grow, especially your business!

Now that you’ve created the space, you can begin to look at what you need most right now to flourish.

• Where do you want more growth?

• What intentions are you planting?

• What ideas are beginning to bloom?

By following these three simple steps you’ll be able to clear space for the new, reconnect with your path and create a fertile foundation for growth.

Happy spring cleaning, my friends!