88 | Why Does Someone With Half Your Experience Look Just As Credible Online?

1 00:00:00,080 --> 00:00:02,080 SPEAKER_00: It's 4 p.m., time for a snack. 2 00:00:02,240 --> 00:00:05,839 And if you're like me, you may be in your Greek yogurt era. 3 00:00:06,240 --> 00:00:09,199 You open Instagram and you start scrolling. 4 00:00:09,679 --> 00:00:14,000 And there they are in your feed, people in your field posting so 5 00:00:14,000 --> 00:00:15,919 confidently, showing up consistently. 6 00:00:16,079 --> 00:00:18,719 They are looking like the authority in the room. 7 00:00:18,960 --> 00:00:22,320 And some of them you genuinely respect. 8 00:00:22,879 --> 00:00:27,199 But others, you know the work. 9 00:00:27,359 --> 00:00:29,039 You know what's behind the curtain. 10 00:00:29,280 --> 00:00:33,039 And yet, if a stranger stumble across both of your profiles 11 00:00:33,039 --> 00:00:35,840 today, they might not be able to tell the difference. 12 00:00:36,079 --> 00:00:38,000 And that's not a comparison problem. 13 00:00:38,159 --> 00:00:39,920 That's a perception problem. 14 00:00:40,320 --> 00:00:44,240 And perception, that's something that you can actually fix. 15 00:00:44,320 --> 00:00:46,240 And that's what we're talking about today. 16 00:00:47,039 --> 00:00:48,159 Hello, my love. 17 00:00:48,320 --> 00:00:50,799 Welcome to Brand Confidence for Creatives. 18 00:00:51,039 --> 00:00:54,399 Are you feeling stuck in a cycle of overthinking, trying to build 19 00:00:54,399 --> 00:00:54,960 your brand? 20 00:00:55,119 --> 00:00:57,039 I'm Eugenia, but you can call me E. 21 00:00:57,439 --> 00:01:00,880 I'm a marketing and brand coach, and I spent years stuck in the 22 00:01:00,880 --> 00:01:04,319 cycle of researching, hesitating, and hiding until I 23 00:01:04,319 --> 00:01:06,560 got clear on my voice and my message. 24 00:01:06,799 --> 00:01:09,359 In this podcast, I'll guide you through the strategies you need 25 00:01:09,359 --> 00:01:12,480 to get clear on what you want to say, build a personal brand, and 26 00:01:12,480 --> 00:01:14,640 create consistent magnetic marketing. 27 00:01:14,879 --> 00:01:17,840 If you ever thought, I know I have something to say, I just 28 00:01:17,840 --> 00:01:21,120 don't know how to say it, you are in the right place. 29 00:01:21,359 --> 00:01:24,079 So grab your coffee and let's dive in. 30 00:01:24,879 --> 00:01:27,599 If you've been sitting on a brand project, whether that's a 31 00:01:27,599 --> 00:01:31,280 podcast, a rebrand, a full website relaunch, and you're 32 00:01:31,280 --> 00:01:34,719 tired of your online presence not matching who you actually 33 00:01:34,719 --> 00:01:36,480 are, I want to talk to you. 34 00:01:36,719 --> 00:01:39,840 The Big Brand Moment is a 12-week one-on-one program where 35 00:01:39,840 --> 00:01:41,359 we close the gap together. 36 00:01:41,519 --> 00:01:45,200 We start with a brand compass when we get very, very clear on 37 00:01:45,200 --> 00:01:46,959 your positioning, what you're building. 38 00:01:47,120 --> 00:01:51,200 Then we decide on the specific asset that will do the most work 39 00:01:51,200 --> 00:01:52,239 for your reputation. 40 00:01:52,400 --> 00:01:56,000 We set the success criteria, we build the blueprint and get into 41 00:01:56,079 --> 00:01:59,599 your 30-day kickoff to make sure that the thing is actually 42 00:01:59,599 --> 00:02:00,239 happening. 43 00:02:00,480 --> 00:02:02,799 Out of your head and into the world. 44 00:02:03,200 --> 00:02:07,040 This is not just a strategy session because I realize that 45 00:02:07,040 --> 00:02:09,520 strategy without action is incomplete. 46 00:02:09,680 --> 00:02:12,159 I'm the person who makes it happen with you. 47 00:02:12,319 --> 00:02:14,479 If you've been waiting for someone who will actually see 48 00:02:14,479 --> 00:02:18,000 your brand the way it can be and help you build it, that's 49 00:02:18,000 --> 00:02:19,039 exactly what I do. 50 00:02:19,199 --> 00:02:22,319 So head to the link in the show notes and book a discovery call. 51 00:02:22,479 --> 00:02:23,840 Let's make it visible. 52 00:02:25,039 --> 00:02:29,680 A couple of summers ago, our AC stopped cooling down properly. 53 00:02:29,919 --> 00:02:34,080 It wasn't broken per se, it had a little moment, but it was just 54 00:02:34,080 --> 00:02:34,400 off. 55 00:02:34,560 --> 00:02:36,719 Something wasn't working the way it should have. 56 00:02:37,039 --> 00:02:40,560 And the thing is that it wasn't bad enough to act on 57 00:02:40,560 --> 00:02:41,039 immediately. 58 00:02:41,199 --> 00:02:45,039 So we waited, we adjusted, we called technicians whenever we 59 00:02:45,039 --> 00:02:46,560 had like a bigger hiccup. 60 00:02:47,120 --> 00:02:49,919 And we were, I guess, quote unquote fine. 61 00:02:50,000 --> 00:02:51,280 We knew something had to be done. 62 00:02:51,360 --> 00:02:54,639 The technicians told us so, but maybe not right now. 63 00:02:54,719 --> 00:02:58,479 Like we even got a portable AC for inside the room. 64 00:02:58,719 --> 00:03:05,039 And then last summer hit, we had a newborn, and the whole thing 65 00:03:05,039 --> 00:03:05,680 broke down. 66 00:03:05,840 --> 00:03:07,199 Like for real, for real. 67 00:03:07,439 --> 00:03:11,360 By the time we called someone, what could have been a simple 68 00:03:11,360 --> 00:03:14,639 fix that prevented us from experiencing this full-on Miami 69 00:03:14,639 --> 00:03:19,439 summer heat turned into this expensive repair that took a 70 00:03:19,439 --> 00:03:23,439 very long time and couldn't even be done in the summer because it 71 00:03:23,439 --> 00:03:26,080 turns out that technicians couldn't get into an attic 72 00:03:26,240 --> 00:03:29,439 without ventilation in the middle of the summer in Miami, 73 00:03:29,520 --> 00:03:31,280 like close to 100 degrees. 74 00:03:31,439 --> 00:03:33,120 So we had to wait. 75 00:03:33,439 --> 00:03:36,000 And we kept waiting until we fixed it. 76 00:03:36,159 --> 00:03:40,560 So the moral of the story that we now know is that waiting is 77 00:03:40,560 --> 00:03:42,400 what made this whole thing worse. 78 00:03:42,560 --> 00:03:45,439 And your brand can behave like my AC. 79 00:03:45,840 --> 00:03:49,680 Technically, not broken, like real reputation, results are 80 00:03:49,680 --> 00:03:53,520 real, clients are real, but something isn't working the way 81 00:03:53,520 --> 00:03:54,159 it should. 82 00:03:54,319 --> 00:03:58,000 And then you've been adjusting around it instead of just going 83 00:03:58,000 --> 00:04:01,919 ahead and fixing it with the project, with the asset, with 84 00:04:01,919 --> 00:04:04,800 the thing that you know is going to change everything. 85 00:04:05,039 --> 00:04:06,879 And you know, there's this gap. 86 00:04:07,039 --> 00:04:10,319 The gap between what you do in real life, what you do for your 87 00:04:10,319 --> 00:04:13,599 clients, the results you know you can deliver, and the way 88 00:04:13,599 --> 00:04:14,719 you're being perceived. 89 00:04:14,960 --> 00:04:17,920 And the longer you wait, the more that gap widens. 90 00:04:18,160 --> 00:04:20,959 And that gap costs you credibility, it costs you 91 00:04:20,959 --> 00:04:24,000 opportunities, and clients who would have been so perfect, but 92 00:04:24,000 --> 00:04:26,319 who didn't stick around long enough to figure it out. 93 00:04:26,560 --> 00:04:31,439 So we first need to understand why the gap actually exists. 94 00:04:31,600 --> 00:04:35,600 And there are four key reasons that I see coming over and over 95 00:04:35,600 --> 00:04:36,160 again. 96 00:04:36,480 --> 00:04:39,759 First is actually a positive thing, is that you build your 97 00:04:39,759 --> 00:04:41,199 reputation the right way. 98 00:04:41,439 --> 00:04:43,600 Because a lot of people build reputations. 99 00:04:43,759 --> 00:04:46,959 Let me go promise things online and then I'll just go and figure 100 00:04:46,959 --> 00:04:48,000 out if I can do it. 101 00:04:48,240 --> 00:04:49,360 You did it the right way. 102 00:04:49,439 --> 00:04:51,759 You did it through relationships, through results, 103 00:04:51,920 --> 00:04:52,879 through referrals. 104 00:04:52,959 --> 00:04:57,759 Like you did not build a content machine or a whole online 105 00:04:58,079 --> 00:04:58,639 presence. 106 00:04:58,879 --> 00:05:00,720 And that's not a problem, right? 107 00:05:00,800 --> 00:05:01,920 That's actually a good thing. 108 00:05:02,079 --> 00:05:06,480 But as you grow, it means that your credibility lives in 109 00:05:06,480 --> 00:05:10,480 conversations and in one-on-one experiences, and it doesn't live 110 00:05:10,480 --> 00:05:13,519 on a page, it doesn't get promoted, it doesn't get 111 00:05:13,519 --> 00:05:14,560 amplified. 112 00:05:14,800 --> 00:05:18,000 And now you need to translate it into the world. 113 00:05:18,240 --> 00:05:22,000 The second reason is that you have a version of your brand 114 00:05:22,000 --> 00:05:27,040 that no longer fits, and you've been duct taping it because you 115 00:05:27,040 --> 00:05:28,079 have a lot going on. 116 00:05:28,319 --> 00:05:32,240 You have family, you have clients, you have plans that you 117 00:05:32,240 --> 00:05:33,120 have for your brand. 118 00:05:33,279 --> 00:05:38,160 So then you have this old bio, you have outdated photos, you 119 00:05:38,160 --> 00:05:40,399 have the website that makes sense three years ago, but 120 00:05:40,399 --> 00:05:42,800 doesn't reflect who you've become anymore. 121 00:05:43,120 --> 00:05:46,399 You know it's not right, but instead of replacing it because 122 00:05:46,399 --> 00:05:49,839 it's like this project, you've been adding disclaimers, 123 00:05:50,000 --> 00:05:53,199 updating one thing at a time, and just like hoping that 124 00:05:53,199 --> 00:05:55,920 everything will make sense and no one will notice the rest. 125 00:05:56,240 --> 00:05:57,839 And trust me, they notice. 126 00:05:58,000 --> 00:06:00,639 The third reason is that you've been waiting until the timing is 127 00:06:00,639 --> 00:06:00,879 right. 128 00:06:00,959 --> 00:06:04,560 And this is so huge, and this is like the biggest AC moment you 129 00:06:04,560 --> 00:06:05,920 may be having right now. 130 00:06:06,560 --> 00:06:09,360 You know that doing something is important. 131 00:06:09,920 --> 00:06:13,360 You also know that it is a project that takes time, it 132 00:06:13,360 --> 00:06:16,720 takes dedication, and sometimes you just don't know where to 133 00:06:16,720 --> 00:06:17,279 start. 134 00:06:17,600 --> 00:06:21,920 So you basically go for the long hanger fruit, which is that 135 00:06:22,319 --> 00:06:25,680 point number two, refining messaging, let me test new 136 00:06:25,680 --> 00:06:29,120 content formulas, let me build a Pinterest board with all my 137 00:06:29,120 --> 00:06:34,480 rebrand ideas, everything except for actually doing the thing 138 00:06:34,560 --> 00:06:36,879 because oh, I'll do it when the timing is right. 139 00:06:37,040 --> 00:06:41,600 And reason number four is that you fear that focusing on your 140 00:06:41,600 --> 00:06:46,399 online presence and launching a new type of presence is going to 141 00:06:46,399 --> 00:06:48,959 mean that you're gonna end up looking like an amateur in front 142 00:06:48,959 --> 00:06:50,160 of all of your peers. 143 00:06:50,319 --> 00:06:55,600 And this is a thing that many of us haven't even fully 144 00:06:55,600 --> 00:06:59,040 verbalized, but it is a fear that I see happening over and 145 00:06:59,040 --> 00:06:59,519 over again. 146 00:06:59,680 --> 00:07:03,279 So I wanted to bring it up in this episode because you look at 147 00:07:03,279 --> 00:07:06,959 people with big followings and assume they build it from 148 00:07:06,959 --> 00:07:11,120 scratch or like, oh, they've been doing it way too long, and 149 00:07:11,120 --> 00:07:12,800 that's the new standard. 150 00:07:13,199 --> 00:07:18,319 And I can relate to the thought of basically like starting 151 00:07:18,319 --> 00:07:21,680 there, like starting small or starting with just one thing 152 00:07:21,839 --> 00:07:24,959 feels humiliating after everything you've already built. 153 00:07:25,199 --> 00:07:28,240 But I want to let you know that this is not starting over, this 154 00:07:28,240 --> 00:07:32,160 is not a full like rebrand or change in direction. 155 00:07:32,560 --> 00:07:36,879 You are translating, and I want to get this word right 156 00:07:37,120 --> 00:07:40,879 translation, translating into digital what's already true in 157 00:07:40,879 --> 00:07:41,759 the real world. 158 00:07:42,079 --> 00:07:44,160 You already did the hardest part. 159 00:07:44,480 --> 00:07:48,399 Now you just need to make it visible after four reasons. 160 00:07:48,639 --> 00:07:51,680 Here's the truth the right clients, they're the ones that 161 00:07:51,680 --> 00:07:54,720 would have paid you extremely well, no questions asked, 162 00:07:55,040 --> 00:07:58,319 respect to your work, the ones that would have stayed, they're 163 00:07:58,319 --> 00:08:01,920 forming opinions based on the doct tape version, the undone 164 00:08:02,000 --> 00:08:05,040 version, sometimes an existing version of your brand. 165 00:08:05,360 --> 00:08:09,439 You are losing the premium before the conversion even 166 00:08:09,439 --> 00:08:10,000 starts. 167 00:08:10,720 --> 00:08:12,000 So, how do you fix this? 168 00:08:12,079 --> 00:08:16,240 And you need to fix it with these three very important 169 00:08:16,560 --> 00:08:19,360 shifts in the way you're approaching your brand and the 170 00:08:19,360 --> 00:08:21,600 way you're approaching these projects and assets that you 171 00:08:21,600 --> 00:08:23,360 know that need to come into the world. 172 00:08:23,600 --> 00:08:27,360 First, you need to walk away knowing and believing that you 173 00:08:27,360 --> 00:08:31,600 don't need to be reinvented, you need to be translated. 174 00:08:31,920 --> 00:08:33,360 Your credibility is real. 175 00:08:33,519 --> 00:08:37,279 We don't have to make anything up, it just hasn't been made 176 00:08:37,279 --> 00:08:38,000 visible yet. 177 00:08:38,240 --> 00:08:42,480 Second, is that the project that you've been sitting on that is 178 00:08:42,480 --> 00:08:44,000 not a vanity project. 179 00:08:44,159 --> 00:08:48,080 That is not something that we just do for likes and for what 180 00:08:48,080 --> 00:08:49,360 other people may think. 181 00:08:49,840 --> 00:08:52,879 This is the thing that closes the gap. 182 00:08:53,120 --> 00:08:55,919 Whether that's a podcast, a rebrand, whether that's an 183 00:08:55,919 --> 00:09:00,720 Instagram relaunch, one asset done well that's gonna make your 184 00:09:00,720 --> 00:09:03,519 online presence match who you actually are. 185 00:09:04,159 --> 00:09:07,039 And number three, you don't have to figure out the whole thing 186 00:09:07,039 --> 00:09:07,519 alone. 187 00:09:07,679 --> 00:09:10,960 Like you just need one big brand moment. 188 00:09:11,279 --> 00:09:14,080 And you need to stop waiting for the perfect time to start, you 189 00:09:14,080 --> 00:09:16,080 need to stop waiting for the perfect time to do it, the 190 00:09:16,080 --> 00:09:17,200 perfect season. 191 00:09:17,519 --> 00:09:18,720 Waiting is the cost. 192 00:09:18,799 --> 00:09:19,840 It's like the AC. 193 00:09:20,639 --> 00:09:23,919 It's the thing that we wish we would have done sooner. 194 00:09:24,799 --> 00:09:28,240 And if this is a gap you want to close, just book a call. 195 00:09:28,399 --> 00:09:30,080 Let's chat, no commitment. 196 00:09:30,240 --> 00:09:32,720 I want to hear you, I want to hear your vision, and I want to 197 00:09:32,720 --> 00:09:36,399 hear about the thing, the asset that you want to bring into the 198 00:09:36,399 --> 00:09:36,720 world. 199 00:09:37,120 --> 00:09:41,200 Let's discuss what's the best way to do it and how to move 200 00:09:41,200 --> 00:09:41,519 forward. 201 00:09:42,080 --> 00:09:45,360 You're gonna have the link in the show notes to book that 202 00:09:45,360 --> 00:09:45,679 call. 203 00:09:45,840 --> 00:09:47,759 Remember, no commitment. 204 00:09:48,399 --> 00:09:52,080 Until then, I believe in you always. 205 00:09:52,639 --> 00:09:55,120 I am excited to see what you're gonna build next. 206 00:09:55,279 --> 00:09:55,919 See you soon. 207 00:09:56,000 --> 00:09:59,120 Um bes I hope you enjoyed today's episode. 208 00:09:59,279 --> 00:10:01,600 If you loved it, don't keep it to yourself. 209 00:10:01,759 --> 00:10:04,480 Send it to a friend who's also trying to grow their brand 210 00:10:04,480 --> 00:10:06,399 without losing themselves in the process. 211 00:10:06,559 --> 00:10:09,919 And if you wanna make my day, drop a quick review on Apple 212 00:10:09,919 --> 00:10:10,399 Podcasts. 213 00:10:10,559 --> 00:10:14,080 Seriously, it means the world to me, and I know that this show is 214 00:10:14,080 --> 00:10:16,240 helping you show up with confidence and clarity. 215 00:10:16,480 --> 00:10:18,879 See you back here soon for the next episode. 216 00:10:19,039 --> 00:10:20,080 Un beso.