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How to write a lasting brand story

How to write a lasting brand story

by Rachel Kurzyp | 9 Mar 2017 | Business, Communications

Is your brand story worth remembering? Learn how to ensure your brand story isn’t a self indulgent snoozefest with my practical and foolproof writing tips.

Hi, I'm RACHEL

I support multi-passionate business owners to create aligned, ethical and profitable online businesses.

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rachel_kurzyp

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Nov 2

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Sometimes you do everything right and still don’t get the result you want. I’ve had a migraine all week. By day 5, I start to get really down and angry. I’m sick of being in pain, unable to do what had planned for the day (or, in this case, week). When I wake up with the all too familiar eye throb, sore throat, body aches and heaviness, I let myself feel my anger because the migraine cluster hasn’t eased in my sleep as I hoped. Then I ask myself, “What do you need to do to ease the pain and get better?” It’s at this point I run through everything I know I should be doing: - Taking my migraine medication - Sleeping - Drinking water - Time away from screens - Light exercise - Stretching - Hot and cold compress - Eating light and nutritious meals - Avoiding dietary intolerances - Drinking ginger, lime and honey tea - Getting a massage - Taking my supplements - Booking an eye test - Feeling my emotions and removing stress - Spending time with girlfriends 99% of the time, I’m doing everything I can to reduce the migraine symptoms AND to prevent them from starting in the first place. Yet, I still f*cking get them. Because sometimes you do everything right and still don’t get the desired result. This is an important lesson for life and business. Many of my clients blame themselves for not getting the results they want in their business. In some cases, they could do more or less of something, but they generally know this and make the changes accordingly. But in many cases (especially recently), there is nothing they should have or could be doing that they aren’t. The only thing I can recommend is to stay the course and accept some things are outside of their control. My advice is acceptance and self-compassion. I’m taking my own advice today, and it sucks, and I hate it. But it’s the only thing I can do today to feel better. P.S. I’m not looking for migraine treatments and preventions at this time.

rachel_kurzyp

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Oct 27

Open
I’m currently laying on the floor in my kitchen because this is where I get the best afternoon sun. #EthicalMarketing #EthicalBusiness #BroMarketing #AlignedBusiness #InclusiveBusiness #AccessAndEquity #InstagramForBusiness #ContentCreation #ContentMarketing #MelbourneBusiness #InstagramCoaching #HerBusiness #MarketingExpert #CopywritingTip #CopyTips #IGStrategy #SalesCoach #SalesStrategy #BusinessCoachingOnline #BusinessCoachAu #BusinessCoachingForCreatives #BizCoachForCreatives #LaunchCoach #SocialContentCreation #BuildYourBusiness⁠ #WomenInMarketing #CreativityIsMySuperpower #EmailMarketingStrategy #CreativeContentMarketing #CreateYourHappy

rachel_kurzyp

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Oct 23

Open
Baliey's on ice is where it's at.⁠ ⁠ Mini life update...⁠ ⁠ I fell in love with Darwin and can see myself living there. I love small-town living. I can now tick The Ghan off my bucket list - it did not disappoint. The biggest life lesson I learned from travelling with 60+ year-olds is that being 'old' is a choice. You don't have to buy into the beliefs that come with aging. And that Baliey's on ice is the perfect drink for every occasion.⁠ ⁠ I'm opening up spots for more consultancy work in my calendar. I've always done a mix of coaching, consulting, teaching and writing. COVID-19 ended most of my income streams overnight. Thankfully, things are picking up again. Diversifying your income has always been essential, and I think it should be a priority for everyone going into 2024.⁠ ⁠ I've never been a manicure girly, but I've been giving myself ones at home the past few weeks. I'm obsessed with Kester Black's (not sponsored) Petra colour. It instantly gives me sun-kissed wanderer vibes. People have complimented me on my summer style, which makes me so happy.⁠ ⁠ I've had a work/professional presence on the internet since 2009. Lately, I've been asking myself what it would look and feel like not having to maintain one. And I've concluded that I wouldn't have one if it wasn't necessary for my work. Social media is no longer a fun, easy or rewarding place to run a business. I might follow in some of my peer's footsteps and retire from public life.⁠ ⁠ I'm currently planning my overseas holidays for 2024. I'm considering taking Seb to see the highlights of Vietnam and doing a tour of Sapa, which I didn't see in 2009. And going on a solo tour to China. I'm not usually a tour person as I can confidently organise everything myself, but I see the appeal. Which tour companies have you used? Any I should avoid? Let me know.

rachel_kurzyp

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Oct 5

Open
I neeeeeed a new goal to aspire to. And the beachfront property isn’t it. Drop your suggestions below 👇🏽 I’ll go first: ☕️ A Starbucks latte with the right amount of milk to coffee and ice ☔️ Being able to trust your weather app and not needing to bring a coat, socks, hat, umbrella so you can handle 4 seasons in one day 🤳 Making a Reel in 3 minutes flat. Why is there no sound when I record a Reel within the app? Last week I didn’t have captions. The week before that I couldn’t use text. #EthicalMarketing #EthicalBusiness #BroMarketing #AlignedBusiness #InclusiveBusiness #AccessAndEquity #InstagramForBusiness #ContentCreation #ContentMarketing #MelbourneBusiness #InstagramCoaching #HerBusiness #MarketingExpert #CopywritingTip #CopyTips #IGStrategy #SalesCoach #SalesStrategy #BusinessCoachingOnline #BusinessCoachAu #BusinessCoachingForCreatives #BizCoachForCreatives #LaunchCoach #SocialContentCreation #BuildYourBusiness⁠ #WomenInMarketing #CreativityIsMySuperpower #EmailMarketingStrategy #CreativeContentMarketing #CreateYourHappy

rachel_kurzyp

View

Sep 28

Open
The worst marketing advice in 2023 🤮 "Give people what they want, sell them what they need." ​Selling isn't evil. ​You wouldn't be reading this if it was. ​Treating clients like children who need to be spoon-fed information, dragged begrudgingly, tricked into doing the real work and believing clients don't care how they reach their goals so long as they meet them is giving retire already white boomer CEO vibes. ​I know you don't see your community this way. ​But keeping your best ideas on your Notes app, not asking for testimonials, never resharing content, and always keeping your opinions to yourself isn't helping your clients either. ​It stops your community from building a personal connection with your voice, values, experiences and interests. And seeing how you make decisions, solve problems and create opportunities in real time for your clients. ​From knowing you even exist. ​I want to spend the next three months helping you build a sales strategy around respectful conversations and valuable exchanges. ​This is how selling becomes a conversation, not a cold, bypassy pitch. ​We will start by looking at how you've naturally built genuine relationships with past clients. ​Then, create an energy-aligned sales funnel where your clients reach out to you, and after a quick call or email, they're onboard. ​This is how we work together in my 1:1 coaching program, Sharp Edges 🌵 A customised coaching plan 🌵 60-minute 1:1 coaching calls every two weeks 🌵 Daily access to me via Slack Monday-Friday 🌵 Weekly content review 🌵 Recordings of our Zoom sessions 🌵 Personalised workbooks, materials and exercises ​Your dream clients desperately need your offers. They need your resourcefulness, ideas, ingenuity and multi-talents. ​They would work with you in a heartbeat if they knew you were an option. ​Don't let your clients settle for second best. Near enough. I'll make it work. I guess this bro-marketer will have to do. ​They deserve the very best, and that's you. ​Let's define your Sharp Edges, and both your dreams come true. Today is your last chance to join. All the details via the link in bio 👆🏽

rachel_kurzyp

View

Sep 27

Open
If a part of you wants to join Sharp Edges, but the sceptic in you thinks it’s just going to be another coaching program that is all positive mindset and Googleable tips without any practical application to you and your business, and you’re like, yeh but nah - I can relate. You’re smart to be sceptical. Many online marketers, teachers and coaches are using income claim marketing to draw your attention away from the fact that they are simply regurgitating what their coaches taught them. Here’s why Sharp Edges is the real deal: I have over 16 years of experience supporting businesses to define what makes them special, share relatable stories and work with their dream clients without choosing between their passions, compromising their values and sacrificing their ethics to make money. I’m also a teacher, speaker and published author. I’ve been featured in numerous global publications talking about business and marketing and my lived experience being homeless due to domestic violence and being a carer for my father. When we work together inside Sharp Edges, you will have a dedicated space where you can be curious, experiment, test and tweak your business model, offerings, sales strategies and content until everything clicks, with me in the arena alongside you. The program is a mixture of curious exploration through asking questions, intuitive testing and tweaking through creation and practical but adaptable advice so you have the space to play and the plan to guide you. My genius is creating time and holding space for other people to discover theirs. I’m a natural innovator, co-creator and creative thinker. This is how I help you tangibly express your uniqueness for the first time. If you implement only 5% of what we cover in the program, I’m confident that you will see an increase in enquiries and sales and will feel good about putting your lived experience, skills, and expertise into the world in any shape or form. DM me a 💛 if you’d like to learn more about Sharp Edges. Or head to the link in my bio 👆🏼 There are a range of payment plans to choose from.

rachel_kurzyp

View

Nov 2

Open
Sometimes you do everything right and still don’t get the result you want. I’ve had a migraine all week. By day 5, I start to get really down and angry. I’m sick of being in pain, unable to do what had planned for the day (or, in this case, week). When I wake up with the all too familiar eye throb, sore throat, body aches and heaviness, I let myself feel my anger because the migraine cluster hasn’t eased in my sleep as I hoped. Then I ask myself, “What do you need to do to ease the pain and get better?” It’s at this point I run through everything I know I should be doing: - Taking my migraine medication - Sleeping - Drinking water - Time away from screens - Light exercise - Stretching - Hot and cold compress - Eating light and nutritious meals - Avoiding dietary intolerances - Drinking ginger, lime and honey tea - Getting a massage - Taking my supplements - Booking an eye test - Feeling my emotions and removing stress - Spending time with girlfriends 99% of the time, I’m doing everything I can to reduce the migraine symptoms AND to prevent them from starting in the first place. Yet, I still f*cking get them. Because sometimes you do everything right and still don’t get the desired result. This is an important lesson for life and business. Many of my clients blame themselves for not getting the results they want in their business. In some cases, they could do more or less of something, but they generally know this and make the changes accordingly. But in many cases (especially recently), there is nothing they should have or could be doing that they aren’t. The only thing I can recommend is to stay the course and accept some things are outside of their control. My advice is acceptance and self-compassion. I’m taking my own advice today, and it sucks, and I hate it. But it’s the only thing I can do today to feel better. P.S. I’m not looking for migraine treatments and preventions at this time.

rachel_kurzyp

View

Oct 27

Open
I’m currently laying on the floor in my kitchen because this is where I get the best afternoon sun. #EthicalMarketing #EthicalBusiness #BroMarketing #AlignedBusiness #InclusiveBusiness #AccessAndEquity #InstagramForBusiness #ContentCreation #ContentMarketing #MelbourneBusiness #InstagramCoaching #HerBusiness #MarketingExpert #CopywritingTip #CopyTips #IGStrategy #SalesCoach #SalesStrategy #BusinessCoachingOnline #BusinessCoachAu #BusinessCoachingForCreatives #BizCoachForCreatives #LaunchCoach #SocialContentCreation #BuildYourBusiness⁠ #WomenInMarketing #CreativityIsMySuperpower #EmailMarketingStrategy #CreativeContentMarketing #CreateYourHappy

rachel_kurzyp

View

Oct 23

Open
Baliey's on ice is where it's at.⁠ ⁠ Mini life update...⁠ ⁠ I fell in love with Darwin and can see myself living there. I love small-town living. I can now tick The Ghan off my bucket list - it did not disappoint. The biggest life lesson I learned from travelling with 60+ year-olds is that being 'old' is a choice. You don't have to buy into the beliefs that come with aging. And that Baliey's on ice is the perfect drink for every occasion.⁠ ⁠ I'm opening up spots for more consultancy work in my calendar. I've always done a mix of coaching, consulting, teaching and writing. COVID-19 ended most of my income streams overnight. Thankfully, things are picking up again. Diversifying your income has always been essential, and I think it should be a priority for everyone going into 2024.⁠ ⁠ I've never been a manicure girly, but I've been giving myself ones at home the past few weeks. I'm obsessed with Kester Black's (not sponsored) Petra colour. It instantly gives me sun-kissed wanderer vibes. People have complimented me on my summer style, which makes me so happy.⁠ ⁠ I've had a work/professional presence on the internet since 2009. Lately, I've been asking myself what it would look and feel like not having to maintain one. And I've concluded that I wouldn't have one if it wasn't necessary for my work. Social media is no longer a fun, easy or rewarding place to run a business. I might follow in some of my peer's footsteps and retire from public life.⁠ ⁠ I'm currently planning my overseas holidays for 2024. I'm considering taking Seb to see the highlights of Vietnam and doing a tour of Sapa, which I didn't see in 2009. And going on a solo tour to China. I'm not usually a tour person as I can confidently organise everything myself, but I see the appeal. Which tour companies have you used? Any I should avoid? Let me know.

rachel_kurzyp

View

Oct 5

Open
I neeeeeed a new goal to aspire to. And the beachfront property isn’t it. Drop your suggestions below 👇🏽 I’ll go first: ☕️ A Starbucks latte with the right amount of milk to coffee and ice ☔️ Being able to trust your weather app and not needing to bring a coat, socks, hat, umbrella so you can handle 4 seasons in one day 🤳 Making a Reel in 3 minutes flat. Why is there no sound when I record a Reel within the app? Last week I didn’t have captions. The week before that I couldn’t use text. #EthicalMarketing #EthicalBusiness #BroMarketing #AlignedBusiness #InclusiveBusiness #AccessAndEquity #InstagramForBusiness #ContentCreation #ContentMarketing #MelbourneBusiness #InstagramCoaching #HerBusiness #MarketingExpert #CopywritingTip #CopyTips #IGStrategy #SalesCoach #SalesStrategy #BusinessCoachingOnline #BusinessCoachAu #BusinessCoachingForCreatives #BizCoachForCreatives #LaunchCoach #SocialContentCreation #BuildYourBusiness⁠ #WomenInMarketing #CreativityIsMySuperpower #EmailMarketingStrategy #CreativeContentMarketing #CreateYourHappy

rachel_kurzyp

View

Sep 28

Open
The worst marketing advice in 2023 🤮 "Give people what they want, sell them what they need." ​Selling isn't evil. ​You wouldn't be reading this if it was. ​Treating clients like children who need to be spoon-fed information, dragged begrudgingly, tricked into doing the real work and believing clients don't care how they reach their goals so long as they meet them is giving retire already white boomer CEO vibes. ​I know you don't see your community this way. ​But keeping your best ideas on your Notes app, not asking for testimonials, never resharing content, and always keeping your opinions to yourself isn't helping your clients either. ​It stops your community from building a personal connection with your voice, values, experiences and interests. And seeing how you make decisions, solve problems and create opportunities in real time for your clients. ​From knowing you even exist. ​I want to spend the next three months helping you build a sales strategy around respectful conversations and valuable exchanges. ​This is how selling becomes a conversation, not a cold, bypassy pitch. ​We will start by looking at how you've naturally built genuine relationships with past clients. ​Then, create an energy-aligned sales funnel where your clients reach out to you, and after a quick call or email, they're onboard. ​This is how we work together in my 1:1 coaching program, Sharp Edges 🌵 A customised coaching plan 🌵 60-minute 1:1 coaching calls every two weeks 🌵 Daily access to me via Slack Monday-Friday 🌵 Weekly content review 🌵 Recordings of our Zoom sessions 🌵 Personalised workbooks, materials and exercises ​Your dream clients desperately need your offers. They need your resourcefulness, ideas, ingenuity and multi-talents. ​They would work with you in a heartbeat if they knew you were an option. ​Don't let your clients settle for second best. Near enough. I'll make it work. I guess this bro-marketer will have to do. ​They deserve the very best, and that's you. ​Let's define your Sharp Edges, and both your dreams come true. Today is your last chance to join. All the details via the link in bio 👆🏽

rachel_kurzyp

View

Sep 27

Open
If a part of you wants to join Sharp Edges, but the sceptic in you thinks it’s just going to be another coaching program that is all positive mindset and Googleable tips without any practical application to you and your business, and you’re like, yeh but nah - I can relate. You’re smart to be sceptical. Many online marketers, teachers and coaches are using income claim marketing to draw your attention away from the fact that they are simply regurgitating what their coaches taught them. Here’s why Sharp Edges is the real deal: I have over 16 years of experience supporting businesses to define what makes them special, share relatable stories and work with their dream clients without choosing between their passions, compromising their values and sacrificing their ethics to make money. I’m also a teacher, speaker and published author. I’ve been featured in numerous global publications talking about business and marketing and my lived experience being homeless due to domestic violence and being a carer for my father. When we work together inside Sharp Edges, you will have a dedicated space where you can be curious, experiment, test and tweak your business model, offerings, sales strategies and content until everything clicks, with me in the arena alongside you. The program is a mixture of curious exploration through asking questions, intuitive testing and tweaking through creation and practical but adaptable advice so you have the space to play and the plan to guide you. My genius is creating time and holding space for other people to discover theirs. I’m a natural innovator, co-creator and creative thinker. This is how I help you tangibly express your uniqueness for the first time. If you implement only 5% of what we cover in the program, I’m confident that you will see an increase in enquiries and sales and will feel good about putting your lived experience, skills, and expertise into the world in any shape or form. DM me a 💛 if you’d like to learn more about Sharp Edges. Or head to the link in my bio 👆🏼 There are a range of payment plans to choose from.
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If you identify as BIPOC, LGBTQIA, neurodiverse, disabled, poor, fat and/or a non-conforming person, you’re welcome here. I’m actively working to create a more equitable, accessible and inclusive world. And acknowledge the structures and systems that have historically enabled discrimination have routinely benefited people like me. The Kulin Nation land where I live, learn, create and work always was, and always will be Aboriginal land.

CLIENT RESULTS DISCLAIMER: we share real-life examples and client results on this website to illustrate what can be possible for you. But we can’t guarantee you the same or similar results when you enrol in our coaching programs or courses. Each person’s individual success is completely dependent on their background, dedication, drive, and motivation to succeed as well as many other additional factors. Any success you gain will be dependent on your own efforts, commitment, motivation, and intent to follow through. We have not independently verified the results our clients have shared with us.
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