Brand Strategy: Showing up as a Relatable Expert

What does it really mean to show up as a relatable expert? I’ve been hearing this a lot more often lately from clients while we’re planning their brand photoshoot. There is a way to create a brand strategy that shows you as the expert, but also feels approachable and relatable.

It’s not as complicated as it seems, and you don’t have to pretend to be someone you’re not to achieve this.

At the end of the day, you want your brand to feel warm and inviting and help your future and current clients feel seen.

Here’s how to visually show the impact you’re making, but still be relatable:

Confident, Friendly Messaging

Your messaging should sound confident, but conversational. You want to sound like a guide who is passionate about helping them accomplish their goals. Share your story and how you’ve overcome the same challenges they’re going through or how you’ve helped other clients do the same. Your future clients want to feel understood.

Warm, Inviting Visuals

You don’t have to be in loungewear or casual clothes in your brand photos and videos to look approachable. You can wear your suit and your designer bag! But we want to see your face, your eyes looking at the camera, and some smiling facial expressions.

Your brand colors and fonts should feel wam but professional, like deep colors mixed with soft neutrals.

Create and share lifestyle and personality images that don’t feel overly staged for a more relatable vibe—like candids, in-process shots or interacting with other people like your team, clients or customers.

Your in-the-moment content should show the behind the scenes of your work for transparency, and to make working with you more accessible. It should also include stories and visual examples of real client success stories. Share quick, actionable thought leadership that isn’t too high level or overwhelming.

Engage with Your Community

Connect with your community through live videos, Q&As, interactive posts that ask questions and answer comments with thoughtful answers. Educate them through workshops and resources that will help them get quick wins until they’re ready to fully invest in your bigger offers.

Balanced Brand Strategy

To recap, a balanced brand strategy as a relatable expert is:

• Confident and conversational messaging

• Warm, inviting visuals

• Engaging with your community

• Sharing your expertise in a more relaxed way

Share your story often and how you’re implementing your own offers in your daily life and work.

Need help with your own personal brand strategy? Grab my free Brand Strategy Worksheet to get started.