What Drives You? (And Why Your Audience Needs to Know)

Hello Reader,

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In my Alignthority® approach, everything starts with getting crystal clear on who you are as a "brand" (not my favorite word—it feels very corporatist in the context many people in the marketing world use it, distilling ideas and actions of humans into a single thing, but it's what we've got).

It might sound simple—I call it the very glam "Clarify"—but trust me, this is where the magic begins when you get serious about your marketing strategy. (Which is more important than ever—trust me, this is not my first economic rollercoaster.)

Sometimes, I worry that "clarify" doesn't quite capture the importance of this stage. In my eyes, it's not just about understanding; it's about uncovering the very essence of your business.

Think of it this way: before you build anything lasting, you need a solid foundation.

And that foundation is a deep understanding of your "why," your values, and what truly sets you apart.

So, grab a pen and paper (or your voice notes app if you're a verbal processor) and let's dig in.

Three Questions to Build Clarity with Purpose:

1. Your Reason for Being: Honestly, why does your company exist? What gets you out of bed in the morning? What makes you proud every day? (Keep it real here—even the most practical reasons are valid!)
2. Your Guiding Principles: What are the core values that you live by as a company or brand? What principles shape your actions and resonate with your audience? Are you sharing these publicly, or are they an internal compass?
3. Your Unique Voice: What do you stand for (and against) in your industry? What's the unique contribution you want to make?

Why bother with this clarity exercise? Well, let's talk about that...

• It's Your Proverbial North Star: Knowing your "why" shapes your entire vision, your goals, and the stories you tell. (It's why it's a fundamental question I ask everyone I work with.)
• People Connect with Purpose: In today's world, consumers want to support brands that share their values. Globally, around 70% prioritize this. Sharing your purpose is a powerful way to build genuine connections.
• It Makes You Unforgettable: Clarity on what you stand for helps you stand out in a crowded marketplace. For me, it's about championing ethical marketing, making strategy accessible, and maintaining my client's integrity every step of the way. This shapes everything I do and say.

Seriously, take the time to answer these questions.

Don't just skim them. Really think about them.

The insights you gain will be invaluable for your marketing.

This isn't a "think about it someday" kind of newsletter. This is a "do it now" kind of message. Okay? Let's get to work!

Onward & upward,

Sarah