Framework Series: Identity
Really knowing who we are is the foundation for everything that follows in our brand and voice development.
Our identity grounds us, differentiates us, and helps us navigate even the toughest spots.
It’s important to remember that we claim our identity. Yes, we were given a set of parameters to work with, but it is up to each of us to decide which parts to keep and what to let go of.
As long as we don’t ignore this vital element of our brand.
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This past month, I’ve written three short essays on the topic of Identity.
You Are Here
I was once a wayfinder, creating the signage systems that lead us through airports, hospitals, malls, and cities. Part of my work was making maps.
One of the most important parts of a map is the little dot that says 'You Are Here'.
You can have all the information about your destination, but unless you are clear on where you are, a map is useless.
Branding is like wayfinding.
You need to know who you're building for, their habits, abilities, culture, and goals. You need clarity on where you're leading them and why. And you have to define what information you're giving them when, where, and how so they can understand and follow you.
Most importantly; you need to know who you are, because that is where the connection between you and your audience starts.
'You Are Here' is represented in your values, your stand, and your work. Your identity.
Knowing that not only gives you clarity and a decision making filter, but it does the same for your people. They can trust you, know you, believe in you, align with you.
What they need to know from you is where you stand. Everything else follows from there.
Your voice is alive inside you
Claiming our identity isn’t only about knowing who we are, it’s also about trusting ourselves.
Especially because we have been conditioned not to.
We are told to manage our image, be ‘professional’, fit into the tiniest shapes, not make a mess, always poised, always ready to back down. To surrender our voice to those who’ve always had it.
We’ve been taught to trust experts more than our expertise. We’re told formulas are a better guide than our instinct. We are conditioned to listen to everyone else instead of ourselves.
To develop our voice, we need to learn to tune OUT the noise and tune IN to what we already know.
A way to practice tuning in is when we experience a gap. In knowledge, expertise, tools, time.. when we get stressed and start looking to the outside for solutions.
What if in that moment, the only gap we’re feeling is a lack of trust? What decisions would we make if we fully trusted ourselves and the ground we stand on?
Our voice is alive inside us. It can’t be found out there.
Your Values
We rarely use our values to their full potential because we mistake what they’re here for.
Values are often slightly ethereal sentences placed on our website to show that we, too, have standards. They include themes such as integrity, connection, or generosity; vaguely resembling our good intentions.
Often, that’s where we leave it.
When really, our values are our most valuable communication asset.
Used right, our values go right to the heart of things; where meaning and purpose rule. They create a connection to our audience that goes beyond words, identifying us much more clearly than our logo ever could.
Beyond their external magnetism, our values are an internal compass, guiding us through the smallest decisions and biggest evolutions in our business.
To create strong values, dare to go deep. Look for the words that ground you and also call you forward: your values don’t just represent who you are, but who you want to become.
And please don’t settle for ‘integrity’, because every business owner should have that. Find your own flavour and you’ll find your true north.
•••
If you are in the process of developing your voice, I invite you to go deep. Unafraid of what you may find.
Determine your values and what you stand for, get clear on your strengths and challenges, and boldly fill every inch of what you’ve decided to keep.
If you want to keep going, learn everything about your industry. Find out what differentiates you from your peers. Trust your expertise and craft beautiful offerings around it. Know exactly what they are and stand by them.
This is where the work begins.
This is part of a content series taking you through the 6 phases of Voice Development: Identity, Purpose, Message, Audience, Channel, Design. It’s a framework I’ve created and use with my brand strategy clients. I’ll explore each phase for a month to give you insight into my work and a starting point to develop your own voice.
Next month I will speak about Purpose. Our big Why.
