• Home |
  • October 27 The Compass Weekly Newsletter: Setting the Direction for Brand and Market Mastery

October 27 The Compass Weekly Newsletter: Setting the Direction for Brand and Market Mastery

October 26, 2023
October 27 The Compass Weekly Newsletter: Setting the Direction for Brand and Market Mastery

A Note from CEO Deevo:

In a world saturated with noise and trends, taking a moment of introspection can be revolutionary. Consider this: when did you last perform a self-audit on your brand? It’s a deep dive beyond the surface, past the aesthetics and taglines. It’s assessing the alignment between what we promise and what we deliver. The most enduring brands aren’t just reactive; they’re reflective. They understand their core, recalibrate when needed, and move with intention.

This week, I challenge you: PAUSE, REFLECT, and AUDIT. Find clarity amidst the chaos.

Enjoy the Read…

build your personal brand image

Brand Story of the Week: The Power of Personal Branding

In today’s digital era, your name, image, and reputation aren’t just traditional identifiers – they’re your personal brand. And it matters, whether you’re a business owner, an employee, or anywhere in between. But why?

  1. Establishing Authority: A robust personal brand cements your position as an expert in your field. It showcases your skills, knowledge, and passion, making you a go-to resource.
  2. Building Trust: People connect with people. By sharing your experiences, values, and stories, you foster deeper connections, turning casual observers into loyal followers or clients.
  3. Increasing Opportunities: Personal branding opens doors. It attracts partnerships, job offers, collaborations, or even speaking engagements, because you’re recognized and valued.
  4. Providing a Safety Net: Industries evolve, businesses change, but a strong personal brand remains. Even if a business venture fails, or you decide to switch careers, your personal brand remains a constant, allowing for smoother transitions.
  5. Distinguishing Yourself: In a sea of professionals, a personal brand is your unique signature. It sets you apart, ensuring you’re not just another face in the crowd.

The Impact: It’s like having a powerful ally, always vouching for you, working in the background. While company brands may represent quality, efficiency, or innovation, personal brands evoke trust, respect, and authenticity.

The Problem It Solves: In an overcrowded market, it’s easily overlooked. Personal branding ensures you’re seen, heard, and valued. It helps navigate the challenges of the professional world, establishing your place, and leaving an indelible mark.

Takeaway: Think of personal branding as investing in yourself. Cultivate it, nurture it, and watch as opportunities, connections, and growth unfold. Even if you’re rooted in a particular position or business now, remember: the seeds of personal branding bear fruit throughout your entire career.

One influential personal brand that comes to mind that fits this criteria is Simon Sinek.

Simon Sinek
Instagram: @simonsinek

Simon Sinek is a motivational speaker, author, and organizational consultant. He’s best known for popularizing the concept of “Start With Why,” which emphasizes the importance of purpose and motivation in businesses and personal endeavors.

Key Points of His Personal Brand:

  1. Consistent Messaging: Simon has a clear, consistent message about leadership, purpose, and motivation. Everything he shares, be it books, talks, or social media posts, revolves around these core ideas.
  2. Engaging Content: Through thought-provoking questions, insights, and stories, Simon’s content encourages reflection and engagement from his audience.
  3. Diverse Platforms: While he has a strong presence on Instagram, Simon also excels in other areas, including his books, TED Talks, and workshops.

His personal brand is an excellent example of someone who has turned their passion and expertise into a recognizable and influential brand. Whether you agree with all of his views or not, it’s undeniable that he has crafted a personal brand that resonates with many, making him a sought-after speaker and thought leader.

Takeaway: Simon Sinek’s success illustrates the power of consistency, clarity, and passion in building a personal brand. Regardless of your field, understanding your core message and consistently communicating it across various platforms can set you apart and amplify your impact.

simple life creative image

Marketing & Branding Tip: Simplify to Amplify!

In a world filled with information, simplicity stands out. Reduce the clutter in your messaging. What’s your core message? Can you communicate it in a sentence? Simplify and watch your brand message amplify.

In today’s digital age, we’re bombarded with information every second, from ads to social media posts, emails to pop-ups. This overwhelming influx can easily cause your brand’s voice to be lost in the noise. But amidst this cacophony, simplicity can be a beacon.


  1. Immediate Recognition: A clear and concise message can be recognized instantly. It cuts through the noise and sticks in the mind of the consumer.
  2. Enhanced Engagement: People are more likely to interact with content that’s easy to digest. By simplifying your message, you reduce the cognitive load on your audience, making them more receptive.
  3. Consistent Communication: Simplified messaging ensures that wherever your brand is mentioned, the core idea remains consistent, reinforcing brand identity.

Bottom Line?
Branding isn’t about how much you say but about the clarity and resonance of what you convey. In a cluttered marketplace, less truly can be more. By stripping your brand message down to its essence, you create a powerful mnemonic, a memorable hook that consumers can easily recall and connect with. So, the next time you’re crafting a message, ask yourself: Is this the simplest, most impactful version of what I want to convey? Because when you simplify, you amplify.

Everyone has a story

Emotion in Focus: Stories

Stories aren’t just tales; they’re bridges. Connect with your audience by sharing a personal story that aligns with your brand values. Perhaps a memory that shaped your business ethos. By showcasing vulnerability, you pave the path for stronger emotional ties.

Stories: More Than Just Tales

In the tapestry of human history, stories have always held a special place. They’re not merely sequences of events or imaginative tales; they’re powerful tools, bridges that connect diverse souls, helping them traverse the vast chasms of experience, culture, and time.

Why Stories Matter:

  1. Human Connection: At our core, we are all emotional beings. Stories, with their emotional ebbs and flows, tap into this innate human characteristic, allowing us to empathize and connect on profound levels.
  2. Memorability: Facts can be forgotten, but a compelling story? It imprints itself on the mind, making the associated message more memorable and impactful.
  3. Trust Building: Sharing personal stories, especially those that highlight vulnerabilities or learning experiences, can cultivate trust. They show that behind the brand, there’s a human – with dreams, struggles, and passions.

How to Harness the Power of Stories:
Begin by diving deep into your own experiences. What are the defining moments that shaped your journey? Was there a specific event that inspired the inception of your business? Or perhaps a challenging time that tested and reinforced your brand’s values? By sharing these narratives, you’re not just telling a tale; you’re extending an invitation, asking your audience to walk a mile in your shoes.

The Impact:
A brand that tells stories doesn’t just sell products or services; it builds relationships. It fosters a community of loyalists who don’t just buy what you’re selling but buy into your vision, ethos, and journey.

Bottom Line:
In a world dominated by fleeting digital interactions, stories can be your anchor. They offer depth, context, and emotion – elements that transform casual interactions into meaningful connections. So, the next time you’re thinking of ways to engage with your audience, remember: Don’t just tell them what you do, tell them why you do it, how you got here, and where you dream to go.

done is better than perfect text image

Digital Corner: Embracing ‘Done Over Perfect’ in the Digital Landscape

The phrase “Done is better than perfect” is more than just an adage; it’s a guiding principle. Embracing this mindset promotes agility, fosters innovation, and emphasizes the value of real-time feedback over theoretical perfection. By prioritizing action over endless refinement, brands can remain relevant, responsive, and resilient in a space that constantly evolves. It’s a call to celebrate progress, even if it’s imperfect, as each step provides invaluable learning opportunities and drives momentum.

Why Embrace ‘Done Over Perfect’?

  1. Agility in Action: The digital landscape is dynamic, with trends and algorithms changing rapidly. Waiting for the ‘perfect’ strategy or campaign can lead to missed opportunities. Embracing the ‘done’ mentality ensures you remain agile, adapting and iterating based on real-time feedback.
  2. Fostering Innovation: Perfection can sometimes be a barrier to creativity. When we focus on getting things out there, we often allow more room for innovation, testing new ideas without the fear of them being imperfect.
  3. Building Resilience: Not everything will work, and that’s okay. By accepting the ‘done over perfect’ mindset, we become more resilient, learning from missteps and using them as stepping stones for future strategies.


  1. Speed to Market: Getting campaigns or content out faster means you’re consistently in front of your audience, building brand recall and engagement.
  2. Iterative Learning: With each ‘done’ action, there’s feedback, data, and insights. This continuous learning cycle allows for quicker refinements and better future strategies.
  3. Authentic Engagement: In the pursuit of perfection, brands can sometimes lose their human touch. Embracing imperfections can lead to more genuine interactions and stronger connections with the audience.

Bottom Line: In both our personal endeavors and professional strategies, the quest for perfection can be a double-edged sword. While quality is paramount, it’s essential to recognize when perfectionism becomes a roadblock. By valuing progress and embracing the ‘done over perfect’ philosophy, we foster growth, innovation, and authentic engagement. It’s a reminder that sometimes the journey, with all its ups and downs, holds more value than the perfect destination.

dog is reading news paper

Resources and Reads: Three resources to help you live your best life:

For Small Business: “Small Giants” by Bo Burlingham
Burlingham showcases companies that chose to be great instead of big. These “Small Giants” prioritize culture, community, and craft over unchecked growth, revealing that success isn’t solely defined by metrics.
Personal Development: “Atomic Habits” by James Clear
Clear dives into the science of habits and how tiny changes can lead to remarkable results. He presents actionable steps to transform routines, improve behavior, and compound growth over time.
Spiritual Development: “The Power of Now” by Eckhart Tolle
Tolle offers profound insights into the concept of present moment awareness. The book emphasizes letting go of past regrets and future anxieties, guiding readers to find peace and enlightenment in the ‘now.’
egs in basket image

Blogging Isn’t Dead

Every business has its unique story, and sometimes, those stories serve as powerful lessons for others in the industry. I’d like to share a tale about a small business owner I’ve been working with, and the risks of a one-dimensional approach to marketing.

Meet Denise. A passionate entrepreneur with a unique product she believes could revolutionize her industry. Denise had put in countless hours to make her vision a reality, and when it came to marketing, she had a singular focus: Instagram. “That’s where my audience is,” she would repeatedly stress. While it’s undeniable that her target demographic was active on Instagram, Jane was adamant about investing all her marketing budget there, neglecting other potential avenues of brand amplification. Read the Blog