Weekly-ish Wisdom from Jennifer Kem

The Blog

Your Brand is not a One-Night Stand.

Your Brand is not a One-Night Stand.

I’m a sucker for good design. I love pretty packaging. I adore glossy magazine covers. I obsess over every little design element right here in my online home (ask my team). I also like graphics that grip my attention. And not just because Branding is my jam. It’s because I’m subjected to images all the time, just like you.

And, no offense talented graphic artists (my beau is one of the best ones in the game, so I have mad love for designers):

As alluring as the epic photos, cool vector images and animated .gifs on your blog and social media posts are…visuals cannot stand alone in making an impact on your ideal clients.

I think of design and aesthetics in branding the same as when you first start dating someone. There’s a physical attraction at first, something that grabs you with the first look.

It might even get you the first date.

But on that date, the words that come out of their mouth are very likely to point you into one of three directions:

#1 Next date (and another, and another…)
#2 One-night stand (awkward…)
#3 Buh-bye! (forevah…)

#2 and #3, well, that’s usually not what we’re going for in business.

Same thing with your brand. Our goal is for our ideal client to WANT to be in a long-term relationship us. To be a #1.

And, I know that design is only one element in the greater conversation about who you are and what you stand for. Because a brand that gets seen, gets heard and gets paid is a brand that knows how to tell luscious, relevant stories to the people that want to hear them.

Stories move people. They create an emotional link to everything you are. Pair gorgeous design with authentic stories and you started creating fans that eventually (sometimes even immediately) turn into paying clients.

Twitter_logoimages{Tweet Me:}
Gorgeous design + Authentic stories are the Brand Jam #brandstorychallenge

Want to see how changing words into something that speaks to your gift and creates an instant bond with your audience happens? Check out this video that went viral in 2011 that showcases this brilliantly:




A simple change in words changed behavior almost instantly. What if you could do the same for your own business?

[Your mission today is to take a look at a small slice of your web site, yet the most important one: Your About Me page. If you don’t have one, think about if you did. What story or shift in words could you do today that will make your ideal client really see you? Post your a-has and insights below. And make those subtle yet powerful changes right now. I dare you to not over-analyze or procrastinate this. Action is the most important part of this word game..]

Speaking about missions: I’ve got something coming your way in a couple weeks that will change the game for your brand, and it’s 100% free. I’ve created The Brand Story Challenge where you, my friend, will get to create an epic story that’s all you. One that you’ll be proud to share and will attract your people to you.

In the meantime, have you downloaded The Brand Map yet? It’s also free and is the actual strategic guide I’ve used to help hundreds of clients grow a profitable business. Plus you’ll get more goodies from me on the regular.

Add a comment 1 Comment

1 Comment


    This is a great article! I agree! I just need to work on recognizing the right words to use when I change my about me section!