If you built your business one decision at a time and never went back to make sure every decision stacks neatly on top of each other, your brand is 100% talking sh*t behind your back.

Like, I know you wrote your about page bio on your website at one point in the very beginning (maybe you've updated it since then....maybe not).

Then maybe you threw together your sales deck or a proposal template the night before a call that mattered.

Your welcome email, your deliverable templates, etc.. all those pieces of content got whipped up at completely different times (by completely different versions of you) solving whatever that week's fire was.

And sure, each piece technically does its job. But do they actually work together? Or are they fighting each other, telling different stories??

What I mean is you need to picture experiencing your brand from the outside looking in.

Let's say you've got a new lead. They find you on Instagram (one voice). Click over to your site (hmm, slightly different voice). Hop on a call and you're warm and sharp and SO yourself (ok, a third voice).

And then the proposal hits their inbox and it's… fine. Kinda corporatey. But absolutely nothing like the person they were just vibing with ten minutes ago.

They're feeling all those subtle differences. They'd never DM you like "hey your proposal had different energy than your reels" lol, but they for sure feel the wobble between personalities, and it makes buying in or fully trusting you a smidge harder to do.

And this is what makes me giggle because most marketing strategists do a full stop "that's not my territory" type of move once an asset crosses into sales or anything semi-adjacent to marketing.

But guys... It's ALL content.

Reels and cute captions? Yeah no sh*t that's content.

But so is the proposal, the pitch deck, the onboarding email, the templates your deliverables live in - every single one of those things is saying something about you and communicating a message to your audience.

If it's communication? It's content. Period. (at least that's how it works in my brain!)

And with that in mind, most of the businesses I work with are like four different people sitting on each other's shoulders in a trench coat pretending to be one, praying nobody looks too close at the abnormally lanky guy drifting about. 😂

And don't get me wrong - these brand sare SO good at what they do. Their clients stay, they refer, they renew (which is everythingggg).

But the problem is the work got so good so fast that they never had a second to zoom out and make sure everything AROUND the work kept up with them so they could bring in more best-fit clients with ease.

Your voice, visuals, and verbiage from the very first reel someone discovers you on all the way down to the final thing you hand off as your client deliverable should all be communicating the same story about who you are NOW.

There needs to be a clear, intentional throughline of the brand you are TODAY. No ghosts of Christmas past peeking through on a random proposal template or automatic sales email you last updated in 2021.

Because this is the whole difference between a client low-key wondering if they made the right decision hiring you at random hiccups in the journey and a client who doesn't doubt your expertise and value for a single second.

So this week? Look at errrrythang - every touchpoint a potential customer might have with your brand and read them back to back as a total stranger would.

Are you fighting against yourself in your own customer's journey? Or are all your pieces stacking and making it easier for them to say "YES, I want in"

And if you're realizing there's a wobble baby, wobble baby, wobble baby, wobble - I can help with that. Inquire about the Groundwork to get started.

Catch ya next week,

Marissa

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