Ep. 31: Introduction to Humanistic Branding

Career Design Podcast

Episode 30: Introduction to Humanistic Branding

Lindsay 00:00
I'm Lindsay Mustain, and this is the Career Design Podcast made for driven ambitious square pegs and round holes type professionals who see things differently and challenge the status quo. We obliterate obstacles and unlock hidden pathways to overcome and succeed where others have not stagnation feels like death, and we are unwilling to compromise our integrity and settle for being average in any way. We are the backbone of any successful business and those who overlook our potential are doomed to a slow demise. We do work that truly matters aligns with our purpose, and in turn, we make our lasting mark on the world. We are the dreamers, doers, legends, and visionaries who are called to make our most meaningful contribution and love what we do.

Lindsay 00:43
Welcome to the career design podcast. I'm Lindsay Mustain and today I am thrilled to introduce you to Carrie Thomas Omaur and she is a luxury brand Alchemist. And not only is she that she's also a dear friend of mine and has been responsible to help my business talent paradigm now cross into a seven-figure business and she is for all of our external brands. And I want to talk to you today about the combination of what we thought I think about extra brand building. So getting your authority in thought leadership out into the world, whether you're a CEO, or whether you're an individual, this is the thing that sets people free. But in particular, what Carrie is the magic around is humanistic branding. So Carrie, welcome to the show.

Carrie Thomas01:29
Oh my gosh, thank you so much for having me. I'm super excited. First of all, love you bunches. It's been super amazing to be working with you for a year and a half. Not only growing your business but also growing as our friendship and our relationship. This has been an amazing journey.

Lindsay 01:44
I'm so thankful for you and just to get to watch your authority establish and how you start to amplify other messages for people because you are a luxury brand Alchemist now. So you work with the most premier brands in the industry. But this humanistic branding, I want to like I talked about brand building, it's the most efficient skill set that executives have is the thing that they wish they had worked on. It's definitely what is missing. It's I think the secret ingredient for amplifying your voice. Talk to me about what the heck is humanistic branding?

Carrie Thomas02:15
Oh my gosh. So yes, first of all, it's a new era of branding. I really believe that this is a new era. I feel like a lot of times before we were doing branding, a different way. And I feel like this is the way that's really going to give the most results, the most catalyst to your actions, and advertise your clients and the people around you. So the biggest thing about humanistic branding is the idea of bringing the human back into the brand. So the brand that they think about bringing the human back into brands, the branding is the fact that you have to understand humans, a lot of times we as entrepreneurs, and a lot of marketers we like to believe in and think we understand our clients and the people that we were trying to talk to and our followers and our tribes, but we don't we only know the surface like we know what they do. We know where they live, but we don't understand who they are as humans. And I always say humans are intrinsic beings they have, they have like their choices, their decisions, their thoughts, their emotions, their experiences, experience, they have framed their life, and his frame their life. And it has been that create the catalyst to determine what decisions they're going to make in their life. So if you're actually want to be able to understand people, you have to understand who they are as primal beings, what are their primal instincts? What are their motivating factors? What are those things that are truly going to create that momentum and the catalyst and make them make the decisions? And it's really important to understand that, that no human is a life. Every person has their own journey and their own experiences. And you have to be able to understand that when it comes to building your brand. So one thing that is always talked about is you have to understand your primal instincts, you have to understand, what motivates them, you have to understand what are the lenses that they look out of. And what I mean by that is, a lot of times people have these core drivers that push them throughout their life. So my mom is funny, one of her core drivers is a sense of buying safety and security. So in everything she does in her life, that matters in relationships, if it's in business if it's in anything, she's always going to be looking for places and situation decisions, that's going to bring her closer to something that's secure and it's something that's safe. So when it comes to companies that market to her she's gonna automatically be super inclined, super attached to them. If they give her that, that safety and that's the thing that makes it really cool. So you have to understand the lenses that they look out of. But you also need to understand how do they deal with tough situations. Like what are those situations like what are they like? How do they deal with grief? How do they deal with the loss of like loss of clients loss of anything, you have to understand that you have to understand what are the ebbs and flows in their life? And how did they that actually play a part in the, in the frame of how they who they are as people? How does that sound?

Lindsay 05:15
Yeah. So, understand in order to resonate with our audience, we actually have to look at them as individuals versus numbers, every single person, just like I like to consider when we're looking at humans, we look at them as not just numbers or resources or capitals, those every single number we put on a spreadsheet, that is a human being the same thing goes for your followers, for your tribe, for your company, and for the people you're trying to influence.

Carrie Thomas05:41
Exactly. And the best way to do that, if you think about it, the best way connecting with somebody and connect with a human is by connecting to their heart. So one of the things that we're really, that we really pride ourselves on, is helping create heart alignment and heart connections with our clients and their clients. So the way we do that is we help make sure that they're speaking their language, they understand like their the rally cry is activating, it is magnetizing people to the mission, you're speaking to their core heart, your understanding, they're your understanding, they're the lenses, they look at you understanding all these pieces, you're understanding how to evoke emotion. So you're making sure your imagery and your fonts and your colors, and all your visual aspects are all geared towards invoking the emotion and feeling that you want to be able to create to be able to solidify those connections. And the next thing is, are you solidifying the connection? Are you amplifying your brand and your voice? Are you continue putting out content and information that's connecting to the heartstrings of that client, which is going to be creating what we call this titanium connection between you and them? And then the next thing is, are you creating a home? Are you creating offers tribe services, where these people after you have been invited and magnetize it activated to your calls? Are you giving them a place are you having them all hyped up, and they don't have anywhere to go, you want to give them a home. And that's going to be through your offers, you're thinking about your offers, and you're curating them based on their needs and their desires, not based on what you think they need, you're going to really look at them. And you're going to, you're going to craft your offers based on who they are, and what they actually need at that moment in their life. And at the end of the day, those are like that's the fundamentals, I would say, of the humanistic branding. And if you start checking off those and of course, we have other separate bread archetypes and things like that. But you have to understand the big thing, you have to understand humans, you have to understand primal instincts, you have to understand their alignment. And once you understand that, it's all about just diving in and creating stronger, tighter connections and timing in or understanding your customer and your human at the most core level.

Lindsay 07:57
All right, I love this so much. And so obviously Carrie is doing this for brands, but she helps me actually reach you. If you look at my imagery, my message, it's something that Carrie has helped me to still so that we get to that point where you are listening, we are invoking emotions in you because we want you to know that you are not a resource, you are not capital, you are not a number on a spreadsheet, you are a human being who has a zone of genius, you are entitled it is your birthright, In my opinion, to do work on this planet that truly matters aligns to both passion purpose, the pursuit of it to create massive profitability for you individually. So the thing here I want to come up tie this into is that this brand is a business, you are in a business, you may not know it, but you are in the business of me inc. And so we talked about creating an offer an offer is an extension of building a relationship. And that is what we are dragging walkabout. So the relationship whether you are in a business where you actually are charging, or you're actually building a relationship for a networking conversation. And I wanted to say like your network equals your net worth, the reason why my business has gotten to seven figures is completely built on building a brand amplifying a message and calling in my ideal clients and my tribe, through my networking conversations, which starts with brand alignment. So you have a brand you are in a business, you must be aligned.

Carrie Thomas09:19
You must be and you have to be able to create those five connections. Because if you think about it, have you ever like there have been times where you'll see brands and you'll see the bit you'll see what they write and it's like a little warm, comes around your heart and you're like, Oh my gosh, that touches me. Like how do they know? That's exactly what I needed to hear. And a lot of times this happens mainly with bigger brands, like Coca Cola, Apple and things like that. But it can happen in a smaller brand. If you're able to adopt these humanistic brand principles. If you're able to adopt this, you can make the same connections. You can make the same relationship you can truly solidify it And understand your person to where you can serve them more boldly and more competently. And it's a beautiful thing. And of course, a frictionless sales experience, because that you created all these micro yes's through the solidifying of your connection so by the time, the answer is going to always be Yes because they know and trust you, and they adore you, and they say, cherish you and they cherish your heart, and you're in line with them.

Lindsay 10:23
And this, in short, is what creates what we call brand equity and brand equity exists as an individual. In fact, your personal brand is the most pervasive brand that you have somebody is a brand. Absolutely. But you take your personal brand, whether or not you have a business, that brand stays with you. And so you definitely want to connect to these pieces. Carrie, thank you so much for being here. This is amazing. So people want to reach out to if they want to learn more, because one of the things Carrie does, she can help you uplevel your brand, especially on your game on LinkedIn or any social media. How can people reach out to you?

Carrie Thomas10:53
Oh, my gosh, yes. So you can visit us at our website at solastadigital.co And then you can also follow me on Instagram at Branding with Carrie. And I would love to connect like one thing about me is I'm really big on building relationships. So if you just want to connect if you just want to say hey, please come hang out with us on Instagram, or on Facebook.

Lindsay 11:15
Amazing. Thank you for being here today.

Carrie Thomas11:18
Of course. Thank you so much for having me. This has been amazing.

Lindsay 11:21
I thank you so much for tuning in. We'll see you next time.