Connection – Build Relationships That Truly Resonate
In marketing, we often talk about attracting leads or generating visibility.
But true business growth happens when we build genuine connection—the kind that makes your ideal clients stop, nod, and think, “This is for me.”
For me, connection isn’t about pushing your offer. It’s about showing up in a way that helps the right people see themselves in your business—your values, your message, your energy—and feel like you’re the one who can help them become who they want to be.
That’s the heart of identity marketing. And it’s one of the most powerful (yet often misunderstood) tools in business.
What is identity marketing? It’s when your message doesn’t just focus on what you sell, but connects with your audience’s sense of self—who they are now, and who they want to become.
We see this all the time with influencers.
Have you ever followed someone on Instagram or YouTube and thought, “I wish I lived their life”?
Then suddenly, you’re buying what they buy, redecorating a room, or starting a new morning routine. When they do a wardrobe clear-out—you’re inspired to do the same.
That’s identity marketing at work.
They’re not just sharing tips. They’re connecting with something deeper. They’re saying, “If you follow me, you’re the kind of person who…”—and suddenly you feel part of that world.
Two influencers who do this beautifully (and who I genuinely enjoy following) are Lydia Millen and Josie from Fashion Mumblr. Their content is aspirational, but also warm, consistent, and true to who they are. It’s not about perfection—it’s about alignment.
So, how does this apply to your business? Whether you’re a coach, consultant, creative, or service provider, your marketing can tap into this same principle.
Your message should say more than, “Here’s what I do.” It should say, “If you’re the kind of person who wants to [insert aspiration], this is for you.”
Why connection matters:
People buy from people they trust and identify with
When clients see themselves in your story, they feel safe to invest
Connection creates community—not just one-off transactions
How to strengthen connection through identity marketing:
Speak to your audience’s identity, not just their pain points
Share values, stories, and experiences they relate to
Invite them into a bigger vision of who they could be
Be consistent—your message builds trust over time
Final thought: We’re not just here to sell solutions. We’re here to help people grow into the version of themselves they’re working towards.
So next time you write a post, an email, or a piece of content, ask yourself: “Am I selling a service—or inviting someone into a story they want to be part of?”
Download my free 10 C’s Business Growth Guide—a practical framework to help you simplify your marketing, strengthen your message, and grow with purpose.