Notes on strategy and storytelling.

Reader,

I owe you an apology.

Ok, that was dramatic, although it was a fun way to open. To be more accurate, I’ve left you under-informed, due to an oversight.

All year I’ve been alluding to my Luminary framework, taking it for granted that you could easily follow along, without ever having shared it in full.

Today is the day we fix that.

But before we go straight into the model, first some context, and a reminder of my personal brand philosophy:

I believe personal brands are an extraordinary opportunity to maximise service and stewardship. I want to see more of these luminary brands in the world: whose leaders bring transformation, new ways of seeing and light for their audiences.

After observing the world’s most powerful, enduring and influential brands, I’ve homed in on the essential characteristics of every Luminary brand: identity, authority and connection.

These are the intangibles that we feel in compelling brands. They invite trust, promote memorability and cultivate deep relationships and loyalty – creating a brand strong enough to hold your mission and allow it to grow.

Your identity, authority and connection emerge as a result of three intersecting dimensions:

1. Purpose – tells people who you are and why your work is important. Knowing your purpose gives people something to care about beyond a transaction.
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2. Perspective – gives you an edge over your competitors. It’s the philosophy, methodology or experiences that differentiate your mission or approach.
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3. Presence – invites people to engage with your brand. Your presence helps you stay top of mind, bring in sales and compound your growth.

And how do they work together?

• Purpose + Perspective = Identity Your vision and motivation for your work, combined with your particular approach, give your brand a distinct identity.
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• Perspective + Presence = AuthorityYour expertise and philosophy, consistently demonstrated in your unique way, invite people to trust you, giving your brand authority.
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• Presence + Purpose = ConnectionWhen you express your mission and embrace the personality behind your work, you give people a reason to engage and build a relationship, leading to connection.

Now that I’ve said all that in words, here’s how I represent it in a model:

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It’s simple and elegant, if I may say so, but in practice is where you come up against the nuances, your real life challenges and blindspots. That’s why there are also 3 main focus areas corresponding to each dimension, to guide your actions to the most impactful areas for growth.

If you ever want to talk about the Luminary Framework in reference to your brand, and which actions may be most urgent for you right now, book a call and let's chat.​

Till you feel the time is right, I hope this framework makes building your brand seem less elusive. I’m cheering you on, always.

Yours aye,
Gabrielle

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