High Performance Mindset | Learn from World-Class Leaders, Consultants, Athletes & Coaches about Mindset - 651: Building a Brand that Connects, Juliet Wright, Branding Expert, Author, and Keynote Speaker

Episode Date: December 6, 2024

Juliet Wright is a branding expert, author, keynote speaker, and parallel entrepreneur who helps authors, speakers, coaches, and entrepreneurs connect the dots in their brand ecosystems. A small-town girl born and raised in Nebraska, Juliet has traveled the world to work with clients one-on-one, helping them clarify their vision, align their messaging, and build brands that ignite their audiences. As the author of Red Thread and Coming In Hot, Juliet brings a unique perspective to storytelling and strategy, empowering her clients to bring big ideas to life. With an entrepreneur husband and four teenagers, there’s never a dull moment in her world! In this episode, Cindra and Juliet discuss:  The most important thing you need to know about building a brand  How mindset and branding are related  The difference between branding, advertising, and marketing What people get wrong about branding Her 7 steps of the Red Thread Process HIGH PERFORMANCE MINDSET SHOWNOTES FOR THIS EPISODE CONNECT WITH JULIET WRIGHT  REQUEST A FREE MENTAL BREAKTHROUGH CALL WITH DR. CINDRA AND/OR HER TEAM TO LEARN MORE ABOUT THE MENTALLY STRONG INSTITUTE Love the show? Rate and review the show for Cindra to mention you on the next episode.

Welcome to the High Performance Mindset Podcast. This is your host, Dr. Cindra Kampoff, and thank you so much for joining me here today for an episode with Juliet Wright about building your brand. Before we jump into the interview, let me tell you a little bit about Juliet. She is a branding expert, an author, a keynote speaker, and an entrepreneur who helps others connect the dots to their brand. She's also a small town girl born and raised in Nebraska. My parents live there, so great state. And she travels the world working with her clients one-on-one, helping them build and clarify their vision, aligning their messaging, and building brands that ignite their audiences. She's the author of two books, The Red Thread

and Coming in Hot, where she brings a unique perspective to storytelling and strategy. And ultimately what she does is one of her strengths is to help her clients bring their big ideas to life. In this episode, Juliet and I talk about the most important thing you need to know about building a brand, how mindset and branding are related, the difference between branding, advertising, and marketing, what people get wrong about branding, and our seven steps of the red thread process. If you haven't already, we'd love for you to leave a rating and a review of this episode and the podcast. This just helps us reach more and more people each and every week,

and we would be so forever grateful. Let's bring on Juliet. I'm so excited to have Juliet right today on the podcast. Thank you so much for coming, Juliet. I appreciate you. Yeah, thanks for having me, Cinder. You know, as I was reading your books, what I was most impressed with is you published two books in one year, you know, the red thread and then coming in hot. And I was like, wow, isn't that incredible. And so today we're going to be actually talking about both of these. We're going to start with talking about the red thread and your red thread process and you know, why mindset really matters to branding. And then we're going

to give people some really great tangible tools and tips on how they can use branding and actually what it is. So thank you so much for joining us today. And what I thought I would start with is just tell us about the Red Thread process. And, you know, one of the things I loved about the book was just hearing your personal story. So maybe to start with what led you to write the Red Thread and develop that process. Yeah, absolutely. So I never thought of myself as a writer. I actually am severely dyslexic, have always had trouble reading and writing. I probably spell at about a second grade level. And so the thought of writing a book seemed so far-fetched, but it really sparked. My mom passed away about six years ago and about

two years before she passed away, she self-published with my help, a little 80 page book that was just about her love was really childhood development. She actually got her PhD in how the little brain builds and grows between like, you know, two and four. So she wrote this little self-published book. And at that time we ordered like 250 copies. And I think she sold about five and these 245 copies sat in a box in my basement. And then my mom passed away and this book became the most valuable thing. People were reaching out and saying saying can I have a copy of her book oh I never I forgot to buy one like is there anywhere I can buy this book and so so of course I'm giving out these books to friends and family and any books that had her writing or her notes and I'm obviously became they're very precious and so for something

this little 80 page book is the most priceless thing that my mom has. And so when I thought about writing a book, all of a sudden, it wasn't even something I wanted to do. It was like, for some reason, it was something that I had to do. It was like a calling on my heart that I've lost both my parents. And just this idea that life is short and your words are something that stay behind. And so how could you, what would you want to leave behind? So I went on a writing adventure with my friend, Kara Brenton. She's a publisher.

And I literally went to this five-day retreat. And I had no idea what I was going to write. I didn't have a title for a book. I didn't have a, I didn't even have a theme. I literally told my sister that morning, I don't know if I'm going to write about business or entrepreneurship or parenting or real estate, or I don't know what I'm going to write about. And she was like, then why did you go to this retreat? And I was like,

I just had this book on my heart. And, and that's all I could describe it as. And so Kira uses a very, like a very spiritual prayer type way of writing. And I literally, we prayed, what is a book the world needs? And this red thread book, when I say downloaded, like downloaded, like that's the title, the theme, a seven step process that I write about in the book. And the whole idea is once we can break through our shame, we can reach our potential. Like we have so much power inside of us, but the shame that we carry uses that energy. It's almost like this spinning wheel in our mind. And once we can get that power back, we can really achieve anything. So yeah, I started out by telling my story. The whole book isn't a memoir, but those first that first chapter literally is called

I'll go first because the book talks a lot about vulnerability. And someone has to go first. And so it'd been really easy for me to write the book and like, not tell my own story and just say you need to deal with your stuff. But I think that, you know, I'll go first, put my money where my mouth is. And it made me vulnerable right from the start, which was actually really hard to write. But I'm really glad that I did it. Yeah, absolutely. That's actually one of the things I loved about the book is even this, you know, all the pictures in it of like growing up and your wedding and things like that, you know, it made it more, a lot more personable. And I

love that. And you know, what I love about your story, Juliette, is I know people who are listening who would like to write a book, but it's really intimidating. And, you know, people don't know where to start. And I, I also, you know, appreciated what you said about it is your legacy. It's like the thing that you're going to leave that your kids and other people are going to be able to read and just have a lasting impact because of these books. So tell us a little bit about the Red Thread process and maybe just get us started, I appreciate what you said about when we break through shame, that helps us reach our potential. So start with what that means and then just tell us generally about the red thread process. Yeah. So ultimately what it means is that we all have this voice in our head that I call the shame critic in the book, but we all have this voice

in our head that's telling us things that we would never tell to another human. Like I would never walk up to someone and say, just so you know, you're not good enough. You always fail. Just so you know, no one can count on you. And you know, you let everyone down. And I mean, we would never say that. And if someone did say that to us, we would never be their friend. We would probably never talk to them again. Right. But this shame critic, like I call it, just tells us these things all day. And I think it's something that we don't talk about, but every single person has. And it might be that I'm not enough. It might be that I'm too much. It might be whatever that lie is telling us. And it's kind of just this on repeat in the background and we don't give it a lot of attention. And even in the book, I was like trying to decide, do we even call it shame?

Like that's kind of a, that's kind of a cruel word. Maybe I should make up a fluffy word. And literally what I heard was its name is shame. And so that's actually a chapter in the book. Its name is shame. And so it's like the more we can just talk about it. And I view shame as like, as like something that was soon as we bring it to light, it just like dissolves and like the dust scatters away. That's how I view it as something that lives in like caves and shadows, but as soon as we bring

it to light. And so as hard as the conversations have rarely do you walk up to someone, you know, and say, Hey, can I tell you about something I'm really struggling with? And I don't think that's a career all the time. But I really encourage readers that when you find those moments with those dear friends, with those people that you trust, like have those conversations. And now because of this book, some of my close friends and I, we have those conversations. We say, hey, I know this is crazy, but what I'm hearing in my head is that you're going to fail. And they'll look at me and say, what? Like, fail? Like, what?

Where did that even come from? I'm like, I don't know, but that's what I'm hearing. And it's like, as soon as we can kind of bring that to light and look at it either ourselves or the next step would be to share with someone, it's amazing how that can oftentimes almost be laughable of what those lies are saying to us. Absolutely, but we believe them in our own mind, right? And you're right that if people were going to say these things to us, we wouldn't actually believe them, you know,

but then we believe our own words. I like the name The Shame Critic because I agree that our critic really makes us feel a lot of shame. And the Red Thread process is seven steps. Maybe just tell us a little bit about those seven steps and why you chose these seven steps. Yeah. So I instantly was like, okay, I know this is a problem, but I'm a doer. So I'm like, how do we break through this? And so, again, through a lot of prayer and channeling,

the seven steps were downloaded. And so instantly on that retreat, I started calling up friends and family and saying, hey, can I take you through this process? I think at first it was seven, then it went to ten, then it went to six. And so it was kind of trying. They were like my beta testers. But ultimately, it's a seven step process that in fifth, it's meant to be done in 15 minutes or less. And it really allows you to think about what's spinning in your head, that step one, and then

talking about what's the surface level story that we tell people at the grocery store kind of to say like, oh, just, you know, live in the dream. What's kind of surface level? What's the real story? Then we really talk about what are those shame lies? Which one is the loudest? We make a mantra right in there to talk about what the opposite would be. But then the power is it's called the power story in the book. And ultimately what we do is we tell ourselves our story in a third party perspective. And so it starts with something that says, I want to see an incredible woman. So a quick example I can give is, let's say that you're standing at the grocery store line, and you look at your watch, and you realize that you were supposed to pick your kid up a couple minutes ago from school. You know that they're waiting at

school by themselves, but this line took longer than you thought. You were just going to run by the store to get them some snacks. And all of a sudden that shame can creep in that you're never on time. You're a horrible mom. The teachers don't like you. Everyone's waiting on you. All those lines as you're just waiting in the grocery store. But if you can flip that script and say, I once knew this incredible mom who never let her kids go hungry.

And even after a full day of work, when it would have been easier to take a nap, instead, she knew that her kids would love a special treat. So she went to the store and she waited in line and was so patient with the lady in front of her because she doesn't know what they're going through. And you tell yourself this story and all of a sudden you're like, oh, that's a pretty kick-ass mom right there who does care for her kids and goes above and beyond and is selfless and tireless blah blah but it flips that switch from that shame to getting that power almost that superhero superhero power that we all truly have yeah when you were just kind of talking about that I got goosebumps because I you know it's

so empowering and Julie I think one one also thing that's interesting is if that's the story you're telling yourself you come up with a lot different energy when you pick up your your son or daughter right and you have different energy as you're driving to go pick them up where you know maybe you're excited to see them versus you're frantic and angry at yourself. And then, you know, that energy might just spill out to your son or daughter, right? So what a powerful way. How could you tell us how to write that story, that more empowering story? Tell us a bit more about that.

Yeah. So in the book, I have full worksheets to take people through. You can also download the worksheets of redthreadproject.com. But the idea is you literally just write your story as if you were a fly on the wall or maybe a loving friend or grandparent. And you just start it with, I once knew a. So I once knew a man. I once knew a woman. I once knew a child.

And you just write this story as if you're watching a movie or watching this person. I always encourage you to use powerful words. She always, they never, in spite of, things like that. And try not to use diminishing words like sort of, kind of, maybe. But instead, really talk about the power that this person has. And then once you write it out, it doesn't have to be perfect, but I would encourage you then to read it back and pretend like you're just listening to this story. And wow, I want to see this incredible woman who, you know, and then feel it. And the next step would be ideally have someone read it back

to you. After writing this book, I knew that there is power in having someone else write and tell you your story. So while the book is written as a self-help book, I also created a certification program and have started certifying coaches that are already doing some kind of one-on-one work, whether it's coaching or counseling or therapy, and so that they can use this with their clients. Because it's just one tool in their tool belt. But if this shame comes up, I don't feel like there's many tools out there

to help you just break through it, especially in 15 minutes. And so now coaches who are using this. And so another way would be to get with a coach and have them tell you your power story. But in this book, again, the worksheets are there. It's all there for you. So this could be something that you could do with a book club or with a friend group.

It could be something that couples could do together. Because again, to have someone else tell you your story just makes it that much more impactful. Absolutely. And I did appreciate that about the book that there were several worksheets in there that you could write right through and, you know, complete yourself. So that's the power story. Tell us a little bit about that process right beforehand where you talk about understanding your shame critic. Just tell us a little bit more about how we can understand that and work through it before we write our power story. Yeah, so I've done this now a couple hundred times. And every time I say, you know, what is that shame critic? What are they saying to you? What are those one line zingers they might start with? You are, you never, you always. And out of the 200, 250 times I've done this with

people over the last year, not one person has said, oh, I don't hear that voice. Every single person is able to usually list out four or five right away. And then usually if I say, are there any more? There's usually one or two more that are like way deep down in that cave that we don't want to say out loud. And those are typically the ones that are the most painful. And so I would just encourage you just to, again, bring those to the light. So if you're trying to make a decision or maybe there's something that you're working towards and all of a sudden this voice is getting loud, I would encourage you just to write down what it's saying.

Just literally on a piece of paper, just write down everything it's saying, because there's probably three, four, five, six. But then in the process, I ask, which one's the loudest? And again, every time there's one voice, one saying in that particular situation that's louder than the others. That's helpful because I think you're right that most people really don't understand their shame critic. And every person I know does have one of those as well. And it can definitely hold us back from reaching our potential. And many of those shame critic messages are really lies. One of the things that we end up believing um and and we generalize we think like one situation makes us a terrible mom or a terrible boss uh when that's

you know just one particular situation and then we label it um one of the other things i really like about the book is is the section four that you wrote. And you have these different parts of the section where, you know, you have like, you are not enough, and then you cross off not enough. And, or you are, you are incapable to a remarkable butterfly. Or, for example, you are unworthy to a precious pearl. I really I really thought that was powerful the way that you under like you crossed it off and then you said what you really are tell us which of those um 11 12 or so are your favorite like which one is should we kind of focus in on so those are the ones that I felt like after doing this process came up the loudest so I I kept track

and I picked the ones that shame lies out with the loudest. And I would say the most, the top two. And I feel like every person has one or the other. Now, this is not like scientific research, but this is just my finding that every person that I've talked to either feels like they're not enough or they feel like they're too much. And so those are the two I would really focus on. For me, being too much has always been the shame that I've carried, that I'm too loud, that I have too many ideas, that I run too fast, that I wake up too early, that I stay up too

late, whatever it is. Like I've always been told, just, can you just sit down? I'm exhausted watching you. And even as a little kid I remember one time I was picked up from camp I was probably eight years old and I got in the car and I'd been gone a week and I tell my mom and my stepdad About camp and I remember my stepdad looked at me and said who put a quarter in your ear You know and that still stings because it was like I was talking too much here I'd been gone a week and I had so much to say. But for him, it was like too much.

Like he just wanted a quiet drive home. And so I feel like that's something that oftentimes drivens or entrepreneurs or face. But then for other people that I'm not enough is often very light. And most people might go between the two in different situations. So when that imposter syndrome comes up, it might be that I'm not enough is often very light. And most people might go between the two in different situations. So when that imposter syndrome comes up, it might be that I'm not enough.

Who am I to speak on a stage? Who am I to whatever it looks like? But those two are ones that I feel like even if we can just work through those and realizing that we are just enough, that we're just right and we are made by design. I mean, if we could, if the world could just understand that, I think there'd be so much healing. And again, once that wound is healed, I can't imagine what potential could be reached after that. Absolutely. And I think if everyone's working on that shame critic and working to really tell the truth and that personal story, that's more powerful, right?

Think about the impact that could make. Yeah, what we're talking about is so powerful. And I agree that, you know, I think of Brene Brown's research and what she would say is like underlying everyone's critic is the belief that they're not enough. You know, so I think that really resonates with people. And then this idea of like too much. And isn't it fascinating how we can hang on to just this one comment that maybe our parents told us or something that we heard when we were younger that isn't actually even the truth. Yeah, absolutely. And that one comment, I mean, it shaped me for years that even when I get in the car, when I would go to tell a story, if my stepdad was around, I would really minimize myself or minimize it or I'd choose my words very wisely to be concise because that comment stung and I didn't want to be too much. I don't know, especially I was with my step family, I was one of seven. And so it was like kind of this thing of I was probably the loudest, most energetic one. And it was like, I was just

easier to fit in with a crowd and to minimize. But ultimately, that's not who I was born to be. And so through this process, and this book, and just a lot of healing, I've really learned who I am. And, and it's still a practice. I still have to silence that shame critic all the time, but it's gotten easier and easier. And now I'm aware of it, which I don't think I was until I really wrote this book and went through this process. Yeah. And I appreciate you saying that it is a journey and it's a practice. And I think even for me, you know, silencing that inner critic is a practice every day. Hi, this is Cyndra Campoff

and thanks for listening to the High Performance Mindset. Did you know that the ideas we share in the show are things we actually specialize in implementing? If you want to become mentally stronger, lead your team more effectively

and get to your goals quicker, visit freementalbreakthroughcall.com to sign up for your free mental breakthrough call with one of our certified coaches. Again, that's freementalbreakthroughcall.com to sign up for your free call. Talk to you soon. One of the things that you do, Juliette, is you're so talented at branding. And one of the things that you've done for us is help us design our Mentally Strong Kids logo. We started a nonprofit last year where we provide curriculum for schools to help kids be mentally strong. And so you really helped us level up our own branding and our image of that.

So thank you so much. And I want to just kind of transition to helping us think about what do you think mindset and, you know, this idea of the red thread process, how does this even relate to branding? Because I think there's a connection there. Yeah. Yeah, it's funny. I'm a parallel entrepreneur. I have a lot of things going on. And sometimes they all seem disconnected. But ultimately ultimately what I love to do with for clients and for myself and for everyone is connect those dots so yeah I do think that things are more connected than we realize I think we have kind of an inner inner legacy that we're leaving or a desire that we have that does connect all the dots of what we're doing I love your mentally strong kids because that is so important and I don't think there's an adult

out there that says oh I wish I wish I you know everyone wishes that we would have learned this as a kid or that we had for our kids yeah yeah so the way I view branding is really I think with a different perspective than most I've heard a lot of people speak about about branding and the first thing I always like to do is kind of clarify the difference between branding, marketing, and advertising. I think that they're very different and they need to be done in that order. I really feel like branding is foundation. And it's really everything the foundation of what you do. I feel like marketing is the day-to-day.

It's really answering the questions before they're asked. And then I always view advertising as amplifying what's already being done. So it's almost like pouring gasoline on the fire. And so I actually use a fire analogy in my book where branding is the logs, marketing is the flame, and then advertising is the lighter fluid. And there's so many analogies with that, that if you don't have a foundation, you're just lighting a fire. If you're just doing marketing without branding, that can be really dangerous. And what I see most often is people doing advertising without a branding or marketing strategy. And I say they're wearing lighter fluid on a cement slab and wondering why nothing's working. And so I do think that that's

important, but I think I do bring a different perspective to branding. I like to be that different voice. Think outside the box a little bit, but I really view branding as as much for yourself as for the outside world. Often when we think about branding, whether that's your logo, your company name, your mission, your vision, your messaging, what you wear on stage, whatever that is a part of your brand. I believe there's hundreds of pieces that make up a brand. Oftentimes I've heard it talked about that it's what the audience wants. It's what your target market wants. And that's true to a degree, but I really love to flip branding internal. And I feel like when you have a solid brand, it brings a level of confidence that you didn't have before

and that confidence is a catalyst to break through maybe somewhere that you're stuck, some stagnation, or to reach that next level. So yes, your branding is for the outside world, but I like to be the voice that says your brand is also for yourself and with that new level of confidence that a brand that you love, that you can't wait, a website that you can't wait to show off, an outfit you can't wait to stand on stage for, you know, all those little things, it's ultimately for you.

And once you have that confidence, that mindset, then you can accomplish anything. Absolutely. I think about even for myself and our business, but then our nonprofit, you know, it's like when we felt like we had a more solid brand, we felt more confident in our product, you know, and so then we can make more of an impact when we feel more confident in our product and what we're doing. Juliet, one of the things I thought was really powerful about your website is these three stats I'm going to read because I think they are really connected to branding. And the first stat is people are 50% more likely to work with someone who remembers and uses their name, building trust and report instantly, right? 50% more likely. Over 90% of first impressions are based on how you introduce yourself.

Making a bold introduction is key to being remembered. 90% of first impressions, right? And then the last one, our brains process 11 million bytes of information per second. But it's the tiny unnoticed details that shape how we trust and connect with brands. Why are those really important for us to consider when we're thinking about branding? Yeah, I think they're important because when we think of branding again, we often think, oh my gosh, I'm going to have to redo my logo or I'm going to have to redo my website. But it's so much more than that. So let's say that you walk into a

dental office, you know, something that we all do, it's not that fun. But that 11 million, our brains capturing 11 million pieces of data from if the carpet looks worn or not from the temperature in the office from if the magazines are wrinkled, from, you know, the they always have like some some kind of flyer that's in on their desk that's either taped like our brain is capturing all of that now we can't we don't consciously see all that we may only see a handful of them or you know even maybe up to a hundred but if we really went through every single detail and so oftentimes if you think about your brand there's very small things you can do like maybe those signs that are taped onto the receptionist desk maybe they're torn on the edges or maybe the tape's frailing so it's like those are a little

subconscious thing you could do just by replacing that sign maybe putting it in a nice plastic holder making sure that it's clean that is building trust because if you say we use the best equipment and where quality matters and we're all about the details in your dentistry, but yet your paper is torn and ripped, there's a disconnect there and you're losing trust. And so I would say look at all those little things, silly things, like look at the soap that you have in the bathroom, you know, at your office? Is it a nice soap dispenser or is it the cheapest kind that you got from the dollar store? When you're talking about quality, even a soap in your bathroom matters. And so it's all those little details, again, that we see, but we maybe don't recognize,

but there still are either building or breaking trust. And in an instant, they say we have about seven seconds to make that first impression. And so it an instant, they say we have about seven seconds to make that first impression. And so it's like, what can we do? Just those easy things that can amplify our brand. Yeah, very helpful. When you said that our branding includes like 100 pieces of information or data, it feels a little overwhelming as someone who's thinking about her brand. And so where do we start? What would you tell us? Yeah, especially when you think about personal brands, sometimes that's easier. We all do have a personal brand along with our business brand. And I love building brand ecosystems where we talk about your personal brand, your business

brand, your nonprofit brand, your podcast brand, your book brand. How do they all fit together? But when you think about your personal brand, just think about the days you feel your best. When do you feel your best? What are you wearing? What time do you wake up? How do you do your hair? These are all part of your brand because if you feel confident what you're wearing, you're probably more likely to introduce yourself to someone new. Little things, our phone cases matter. Because let's say again, that you are going to go meet someone and you set your phone down on the table and it's a beat up phone case that's that doesn't represent you. Or maybe it's not beat up, but maybe it's hot pink and you don't really like hot pink, but it was on sale.

That's part of your brand. And so and just making sure that's in alignment. If you say so that you're someone who cares about the newest technology that you're tech savvy, I would expect someone like that to show up to a meeting with an iPad or a laptop, and not a beat up yellow legal pad. So just little things like that. So I would just really think about what's your best day. If you are really going to live your brand on the best day, you know, and maybe you get a new phone case and you have a new haircut and everything is charged and you show up with your iPad. And what does that look like? Do you show up early or do you show up late? That's a part of your brand. So sometimes things happen and we have to show up late but if you're

someone who wants to be reliable and someone that people can count on maybe part of your brand is showing up 10 minutes early. So I would just think about that what does a best day feel like and then see about how that those things probably correlate with your brand promises and then just think about little ways that you can make that more consistent. So maybe it is a shopping trip. Maybe it is setting your alarm five minutes earlier. Maybe it is making sure that you have your favorite coffee because when you show up that way, that coffee is a part of your brand. And when you show up to that meeting with that coffee, you know that you're just going to start right away from the start with fresh ideas rather than having to wake up.

Whatever those little things are, but don't take them for granted because they do make a difference. And when we think about like our best friend, if someone said, you know, if I asked you, Cinder, tell me about your best friend. You could probably tell me five or 10, if I kept prodding 15 or 20 or 30 things about your best friend that make up her personal brand. And it's things like, what does she drink? Is she a diet Coke person or a coffee person or a tea person? For your best friend, what does your best friend drink, Cyndra? Can you think of it? He drinks coffee. Coffee.

He's a coffee person. That's a part of her brand, right? And so if you're going to meet her somewhere or surprise her with something or give her a gift card, you automatically know what that part is. So I just encourage you to just think of yourself as those 100 100 things, 200 things and make a list of the things that you want to be a part of the brand and then things that you don't want, then change, you know, little by little, make those little adjustments. Yeah, that's really helpful for us to each think about what our personal brand is and our best day. I think about myself, I'm wearing blue, I really like blue. And, you know,

I'm feeling really good. I'm energized. And I think that's part of my brand is positive energy. And I used to push that away. I was actually at a Tony Robbins event maybe like 10 years ago. And one person in the audience said, your energy is your superpower. And I used to kind of push that down and um especially when I'm working with like male teams like you know that maybe my energy was too much uh but I actually realized that it was it is actually my superpower so it's really interesting how like one person's comment actually changed how I kind of owned my own brand, which I think is like, I think my energy is part of my brand. Yeah. I think it's interesting kind of coming back to the red thread where you said, I felt like maybe it was too much, right? So that kind of

that stigma that it's too much. Yeah. But then once you really adopted that, so then you, yeah, but then once you really adopted that, so then you, yeah, you can think about what gives me the most energy. Is it even silly things? Is it blow drying my hair or is it, you know, does that make me feel more alive? So blow and drying your hair in the mornings for a gal could be part of your brand. Or is it having my car full of gas so I know I can go anywhere in a day, like silly things, but those little details, or we probably all know someone who always runs their car on E, you know? So that's a silly thing, but like you could think of someone probably in your family that always has a full gas tank and you can probably get someone in your family that always runs on E. So it's a silly thing, but that's part of their

brand, right? I remember I have two sisters in the middle of three girls and my younger sister always has her gas tank on empty and my older sister always has her gas tank on full and I'm probably kind of in the middle. But my younger sister had to give my older sister a ride to the airport and they were running late. And of course her car was out of gas. So they had to give my older sister a ride to the airport and they were running late. And of course, her car was out of gas. So they had to stop and get gas. And I remember my older sister just being fuming that not only did she make us late, but her car was out of gas. And again, it was just part of her brand of like, well, yeah, that's just kind of who she is. Like we should have expected that her car would be out of gas.

But it's funny that like those little things we think are just kind of cute or kind of these funny things, but they're really part of our brand. And the thing I always like to talk about is you get to choose your brand. Like it's up to you. And so if there's something in your brand that you don't like, if you don't like to be that person that's always out of gas, like, you get to change that. You get to make the conscious decision. And maybe you can't change everything at once, and we don't want you to. But just think of those things that, like, this is a part of my brand that I like, and this is a part of my brand that I don't really want to be described this way. The kind of famous line in branding is Jeff Bezos.

And he said, your brand is what they say about you when you leave the room. Yeah. Well, when you leave the room, what do you think they're saying? And if there's things that they're saying that you don't want to be associated with you, like, oh yeah, she's great, but she's always late or, or whatever that is. Like I keep trying to call. I mean, how fast do you turn a phone call? That's a part of your brand. So how do you want people to talk about you? Yeah. Yeah. You're giving me a lot of things to think about as I'm listening

in terms of, you know, what do I like about what I do and what do I want to keep tweaking? One of the things I'm thinking about is I'm curious what people get wrong about branding. You know, like we've talked about what branding is and some things to consider, but what do people get wrong? Yeah, I think sometimes people get wrong that they make a business brand or even a maybe an influencer brand that's not very authentic to who they are. And so I would say oftentimes people, maybe especially if they hire it out or they're working with a team and someone will say, this is who you should be, but it's so far away from who they are naturally. Now, obviously when we show up to work, it's our elevated self. You know, we show up a little

bit different than we do maybe on a lazy Sunday at home. But still, who your brand is, what your brand is, should be who you are. I always say good day, bad day, sick day, snow day, like you should be who you are. And that's what builds trust. think about if someone calls us maybe for a referral or a recommendation, we're most likely to refer people that we can trust, which ultimately means that if we refer this person, we know how they're going to show up. So, Sindhya, when I refer you to clients who I know need mindset work, I know you're going to show up on time and fully focused. And I love that you always give your full attention you're not distracted and you're truly vested in the process and I know that's who you are because that's how you always show up and I can assume I know that we have hung out at networking events and everything but I can assume that if we were just going to hang out and go get our nails done on a Sunday I can assume that you'd still be fully present, that you'd be fun, that we'd have

great conversation. I can assume that who you are in your personal life and professional life are fairly close. We wouldn't recommend someone that we're not confident how they're going to show up. So if someone shows up one time and they're super energetic and then they show up another time and they're really negative and then one time they show up and they're unorganized but one time they show up and they they have everything on point we're not going to refer that person because we just don't know and so when we in this world of word of mouth marketing and we always talk about how referrals are the best form of marketing and we have to be consistent. And so whatever your brand is, build it authentically. It can be slightly elevated.

We're always trying to be better, but build it to what's authentic to you. So if someone sees you on stage and then runs into you in the grocery store, it should be pretty congruent. They shouldn't say, oh my gosh, I hadn't, you know, we never want that imposter syndrome. And I think the more authentic we can be, the better. So I would say when people get it wrong, they try to be something that they're not and they can't uphold that. And who would want to uphold that who would want to try to live in a brand that's not them absolutely and i agree that's how we connect with people when they're their true selves right and if they're hiding something or fake it's really hard to connect and really build an impact and build a brand um your second book we have which we haven't talked

about yet juliet is called Coming in Hot, Igniting Your Brand Beyond the Limits of Good Enough. And I liked how this was really easy to read and you provided some real tangible things for us to consider. Let's talk about chapter three, that the sky has never been the limit. What do you mean by the sky has never been the limit related to branding? Yeah, I think oftentimes we set our limits very low and we just think, okay, again, that idea that good enough is igniting beyond the limits of good enough because oftentimes we think, well, I have a website and I did it three or four years ago and like, you know, I hate to inconvenience my team to redo it or, you know, I have this photo and I did it three or four years ago. And like, you know, I hate to inconvenience my team to redo it.

Or, you know, I have this photo and I don't really love it. Maybe I've changed my hair or lost weight, but, you know, it's good enough. And so just that we're setting our ceiling so low and it's like, why? You know, let's keep going. Let's move beyond that. And again, build that brand that we're so proud of. The thing that's just nails on a chalkboard for me is someone hand me a business card and they'll say, you know, don't go to my website or, or, hey, I know that it says this,

but, but just don't look at it. Like I need to update it or whatever they're talking. I'm like opportunity. If someone says, look at my website, it makes me want to look at it so much. Right? Sure. And so just that idea of not settling for good enough or really like not putting a ceiling on what we can do and just having everything that we have, whether, again, it's our website, it's our logo, it's our sales material, making it something that we're so proud of that we hope, I mean, the goal of having all this is

that we hope that someone looks at it. The goal is that it should be a free selling them. So as soon as they talk to us, all we have to do is send them over the contract. So just making sure that if you are saying that word good enough, that you're really catching it and you're thinking of other areas in your life that you wouldn't settle. So, you know, we shouldn't really be settling in this either. Don't settle in branding. Don't settle. Yeah, absolutely. One of the things I really liked about the book that you wrote, Coming In Hot, is you had us consider the what, why, when, where, and who, right? I

think this might be related to marketing, but tell us a little bit about why we should consider the who, what, why, where, and when, when we're thinking about our brand. Yeah, just really, I love to just think of brands holistically. I love to think about, you know, who is this brand for? Obviously, it is for ourselves, but who else is it for? Where is this brand going to be? If we're creating a logo for clients, if it's going to, if it needs to be a wayfinder on a huge sign outside of a building, that's a lot different than maybe someone who's a coach, and they're going to use this. Maybe they don't have a storefront, but they're going to emboss

this on journals, or they're going to put this on cozy blankets. So it's like, where is this going to live, right? What's its job? Anytime we create anything for branding, we always ask, what is its job? So even a website, it could have a different job. It could be for recruitment. It could be a place for tools for your current clients, or it could be a sales piece for new clients. Now, probably a website is going to do all of it to a degree. But I feel like everything in branding has one primary job. So we need to always ask, what is this for? Right? And then of course, why are we doing it? Are we doing it just because we saw it on a webinar? Are we doing this because we actually need it? All of those questions are important to consider. And with branding, I like to think of them almost as tools or almost as employees. So if I need a logo,

like what is its job? What is it going to be doing? What is it going to be doing day in and day out? What is it going to be doing on its best day? What is this going to be doing on its worst day? Like thinking through it because it is a part of the team in some ways. And I don't think that people often think of it that way. But every piece in branding has a job. Yeah, love it. Thank you, Juliet. You know, there's so many ways that we can engage with you. Obviously, you can purchase Juliet's books, The Red Thread and Coming in Hot. So tell us where we can do that. And then also, Juliet, tell us where we can find more information about Tally Creative, how you help people with their brands or your coaching certificate for The Red Thread. So just tell us where we

can find more information about all of that. Absolutely. Yeah, my books Coming in Hot and Red Thread, they can both be found on Amazon if you just search the titles and then put in Juliet Wright. And then JulietWright.co is kind of my hub website. And it's the best place to connect with me. You can also connect with me on Instagram at TheJulietWright. But from there, just send me a message. Even on my website on JulietWright.co, I have a 30-minute booking link that you can actually book a spot. And people use that 30 minutes for a wide range of things. But ultimately, I love brainstorming.

I love just thinking bigger. I always say if you have a dream and you think it's too big and you're afraid to tell anyone, I would love to be the person to hear that dream and to work through it and to encourage you. So the best way to do that, yes, send me a message or just book a spot. And those are some of my favorite times throughout the day, little pockets throughout the day where I just get to dream big with people. And oftentimes in that half an hour, I'm helping them connect the dots where maybe they thought something was way out in left field, but usually it's tied in closer than we think. So that's my favorite thing to do.

I think one of your superpowers is definitely to help people dream big and really think bigger. So I appreciate that you said that. And I'm going to encourage everyone to check it out, JulietWright.co. Juliet, one of the things I loved about what we talked about is the name is shame. And at the beginning, we talked about the shame critic and how we can really move forward through shame, right in your seven steps of the red thread, and particularly this idea of the power story. And how can we, you know, really tell ourselves the truth. So thank you for starting there. And then we talked about, you know, that many times that shame critic is either telling us that we're not enough or we're too much.

And I really resonated with that. We talked about the difference between branding, marketing, and advertising. And when you really get clear on that, you know, that builds confidence, which has everything to do with mindset. And when you're more confident, you can move forward with your brand and your impact and your potential. And at the end, we are talking about this idea that you get to choose your brand and you gave us a lot of different tools to help us do that. So thank you so much for gifting us with your knowledge and your presence today. What final thoughts or advice would you have people related to anything we talked about today? Yeah, I just always encourage you again to dream bigger, to find people in your court. Cindra, you've been that for me, but just really find

people that believe you, that don't add any additional shame to what you already have, but people that can encourage you and see those superpowers, just like you mentioned, we all have those superpowers within. So I just encourage you to, you know, find someone to be in your corner, a cheerleader on your side. And if you don't have someone like that in your life, I would be happy to be that for you. But that can make all the difference.

Just making sure that that confidence that we're building is just amplified by the people that we have in our life. So, Cinder, I thank you for being that for me. And I would encourage everyone listening to find someone like that in your life as well. Thank you, Juliette. I so appreciate you. You too. Way to go for finishing another episode of the High Performance Mindset. I'm giving you a virtual fist pump. Holy cow, did that go by way too fast for anyone else? If you want more, remember to subscribe and you can head over to Dr. Sindra for show notes and to join my exclusive community for high performers

where you get access to videos about mindset each week. So again, you can head over to Dr. Sindra. That's D-R-C-I-N-D-R-A dot com. See you next week.