Robyn Savage (00:00.248)
Hello friends, welcome back to 17 minutes. This is Robin Savage, your host. And on this podcast, we talk all about building a brand and business that aligns with who you are. Because ultimately, the only way that you are going to be able to sustain the success that you create in your business and in your brand is if it is actually aligned, if it actually really.
works with who you are. Otherwise, you are going to build a business that you end up wanting to burn down, something that burns you out, something that leaves you lacking a sense of fulfillment and, you know, takes your energy away from you rather than gives to you. So in today's conversation, we're actually going to talk a little bit about your brand message. Now, I know firsthand that if you are talking about something that doesn't light you up,
If you are talking in a way that doesn't feel like you, then over time, you're not gonna wanna show up, right? You're not gonna wanna continue to have conversations that don't inspire you. You're not gonna want to repeat a message that doesn't feel important to you. You're not gonna be inspired to come up with creative ways to say the same thing over and over again if what you're saying isn't really deeply important to...
who you are, if it doesn't align with your values, if it doesn't align with the vision that you have for your life or the impact that you want to make. So what we're talking about today is getting really clear on what you want to be known for. And this is super important for you to know on not just a high level, but on a really micro level. And here's what I mean by that. Okay. Say you were a massage therapist. Yeah.
and you said to me, hey, Rob, I just wanna be known as the best massage therapist in town. Well, okay, that's a really good start, but I would ask you, like, what makes you different, right? If people walked into your practice, if they walked into your space and they got a massage from you, what's the thing that they would walk out saying? What's the differentiating factor? What's the unique value that your massage gives?
Robyn Savage (02:24.077)
to your client in comparison to every other massage therapist out there. And that is the thing that you want to really highlight, the thing that you want to drive home, the thing that you want to repeat in your marketing over and over and over again, because that differentiating factor is going to be the thing.
the golden star that sets you apart from everyone else in the massage space, in your kind of corner of the wellness industry. But what most people do is they look at the thing that they do as a sort of whole and they say, well, I'm a massage therapist, so I must be, you know, wanting to become known for being the massage therapist, but actually,
What you want to become known for is the way you do what you do differently.
the way you do what you do in a way that only you can do it. And man, as I say that I'm like, okay, that sounds a little bit like a riddle. So let me break this down for you so that it's really understandable. Okay. So when I work with my clients and when I look at your product suites and I look at the product or service that you are delivering to your client, the very first thing I'm going to ask you is about yourself, right? How did you begin?
this work? What inspired you to go down this road? What is it about doing what you do that motivates you, that moves you? What's your why? And the reason that we start with this question is because your motivating factor, the reason that you started doing what you're doing, the inspiration behind it all, is usually A, a very good story to tell, and B, it helps me and your sole clients understand
Robyn Savage (04:19.976)
Why you
a practitioner you as a maker you as a service based provider are doing what you're doing and That tells me a lot about your values that tells me a lot about what you care about That tells me a lot about even where you've been right so say I meet a massage therapist Let's keep using this as an example say I meet a massage therapist who says I got into a car accident when I was 12 and that car accident left me
was so much pain in my body that I wasn't able to play sports with my friends. I wasn't able to participate in the life that I wanted to live. I wasn't able to run around freely with the neighborhood kids and it left me feeling really isolated and really alone. And massage is what brought me back into my body. It's what gave my body wholeness. It healed my injuries and it gave me my freedom back.
Right now that massage therapist is going to have a very different a very
Personal message compared to someone who fell in love with the anatomy of the human body as a 20 year old, right? So say I'm working with a different massage therapist who says man, you know what I just when I was 20 I took an anatomy course in University and I fell in love with the intricacies of the human body I want to make sure that every single person knows how their body works how to optimize the human body for potential for
Robyn Savage (05:55.241)
endurance athletes for people to age with longevity, for people to really know how to treat their bodies well so that they can operate as a functioning whole so that they can thrive. So we've got these two massage therapists.
with very different reasons that they started. And I'm willing to bet that you could already start to see how their messaging would be different. When you land on the first massage therapist website, it's probably gonna say something like, desire to play with your kids. You desire to play your favorite sport until you're 80 years old. You dream of
being.
so free in your body and so alive that you can do and have whatever experiences you want in your life. Never let your body hold you back. Never let your body be the reason that you have to say no. Book a massage, let's get your body healed, let's resolve your injury, let's get you back on the field playing the sports, playing the games, playing with your kids, playing in your life with strength and resilience and comfort once again.
Right? And this massage therapist wants to be known as someone who gives people freedom back in their bodies. That's going to become part of that massage therapist's core message.
Robyn Savage (07:27.01)
now if we look at the other massage therapist who fell in love with anatomy and loves to understand or help others understand the intricacies and connections and sort of Ways that they can operate in their body to function in a thriving state Then their messaging is going to be very different their messaging is going to be more educational It's going to be more positioned around the human anatomy functionality how to move in certain
ways to optimize different functions, right? So their messaging might sound something like, what could this person say? This person might say something like, your whole life awaits.
The stronger your body, the better your life. Learn how to function at your best so that you can thrive as a human being until the end of your days. I'm a massage therapist who...
brings your body back into a state of wholeness so that you can be at your best state for as long as possible, right? So this massage therapist wants to be known for optimizing the body for the longest periods of time. So longevity and optimization. So on one side of the coin, we've got a massage therapist who wants people to feel free and to be able to play. And then we've got
another massage therapist who wants their sole clients to be able to optimize their body for longevity. Now, you might be following along thinking like, okay, Rob, like, what's the point here? am like massage therapist, anatomy, play, blah, blah, blah. But here's the thing. Most of you are hopping on social media, just talking about what you do.
Robyn Savage (09:15.534)
from all of these different lenses, right? Maybe you're sharing a picture of your coffee one day and giving it no context. Maybe you're sharing a picture of your massage studio set up one day with very little context. Maybe you are sharing a client story again with very little context. And what your clients begin to learn or your community, your social media followers, your email list, what they start to learn over time is that you are a massage therapist,
but they never anchor in this differentiating factor. The reason that you do what you do or connect them back to their why of why they might want to come see you. Right? So the most important thing
about your message is that it encourages, is that it informs your sole client that you are the person that they are coming to for a certain reason. That you are the one that they're gonna come to when they wanna get back on the ice to play hockey again. When they feel aches and pains in their bodies and they wanna get down on the ground and roll around with their kids and be able to wrestle again. Versus someone who's really wanting to understand their own anatomy.
versus someone who's looking to optimize their body so that they can age with grace, so that they can age with this sort of understanding of how to prime their body for their senior years, for example. Now both of these messages, while each RMT is doing the exact same thing, they are both providing the same service, the person they're going to attract is completely different. And when you understand what makes you different,
The reason that you do what you do, and this is only one layer of it, this sort of backstory or the why, the motivation behind your work. When I work with you, we get into this in far more detail with things including your process, your specific process, how you do what you do in a way that no one else does it, the tools that you use, who you learned from.
Robyn Savage (11:26.816)
your journey to get here, the challenges that you've overcome, your own experience with massage, et cetera, et But when you get extremely.
clear on the one thing that you want to be known for in your industry, in your field, then your messaging can get far more specific. It can be far more practical, more tangible, and it will speak directly to the type of person that you want to be calling in to your world. So,
At a really high level, brand messaging can look super easy, right? Like you could Google or you could use AI to say, okay, you know, what should my brand messaging be for an RMT as a massage therapist who wants to work with this type of person? You can get a whole lot of information back and you could hit the ground running with your content. But if you are at a place in your business where you want to start attracting a certain type of person, when you want to lead a conversation in
in your industry and become known as one of one, the only person who can do what you do in the way that you do it, that's when you have to start telling your story. That's when you have to get really clear on these pieces, like what?
What does make me unique? What is driving me? What did attract me to this field? What do I hope every single person who lands in my space on my website, on my social media feed, what do I want them to get from me? What do I want them to understand about themselves when we are in conversation, when they read one of my posts, when they land on one of my sales pages? What is the thing that's going to stand
Robyn Savage (13:15.138)
out to the right person because what we know is that
Any old massage therapist, bless them all for doing such great work in this world. think I randomly chose a massage therapist today because my body is in pain. I hit the gym a little bit too hard on the weekend and I've been walking around like an old lady for the last two days. So I didn't have this episode planned. I don't have a script in front of me or any notes. And the massage therapist is the first thing that came to mind when I started talking. And you know, I think that we all
seek out different products, different services, different people to help us for different reasons, right? So in my case, I would probably go seek out the RMT whose messaging was something like, you're trying to gain strength, you have fitness goals, and you don't want your body to hold you back along the way. Come to me, I'm a sports massage therapist. I'm going to help you recover faster.
Okay, so that's a different angle. But do you see how the messaging and how your motivation as a professional doing what you're doing is going to attract different people? Okay, so what I want you to ask yourself today is what do I want to be known for?
Yes, I'm doing what I'm doing. Yes, I have this service. Yes, I have this product that I'm selling. But what is it that I really specifically want to be known for in my industry? And how can I bring that to the forefront? How can I tell my story? How can I talk about what inspires me? Have I shared my why? Does my community know what motivates me? Do they know what my end goal for them is on the other side of a treatment or of
Robyn Savage (15:10.306)
of a coaching package or after they buy this bag, how do I want them to feel, et cetera, et cetera. Okay. And when you get clear on what you want to be known for and you bring that into your messaging, that is when your messaging starts to stand out and become naturally differentiated from everyone else's because there is no one in the world who has the exact same combination of why, of education, of challenge,
of processes, of motivators, of experiences, of teachers, of interests, anything as you. And when you start to combine your unique set of authentic and individual traits, right, into your messaging, that's when your messaging really begins to stand out. And so many people
that I talk to are asking themselves the question, like how do I create content that stands out online? And the answer to that question is that you begin to bring more of the pieces, more of the story of you, more of the things that make you you into your content. So today you can start by asking yourself, what do I wanna be known for?
And if you're looking to figure out how you are specifically wired to be doing this work on a behavioral layer,
level, right? If you're looking to know how you make decisions as a leader, how your best marketing strategies are going to succeed and play out for you based on your behavioral patterns. If you want to know what makes you unique, then get your identity report and you are going to have this really clear insight into what makes you you. And you're going to get an entire, I mean guys, it's a 40 page document. You've got an entire outline of how you're meant to
Robyn Savage (17:13.334)
lead and you get an entire business and marketing strategy that's really rooted in exactly who you are so that we can take these stories and we can take the intricacies of your work, your process, your story, your challenges, all of those things that we've been talking about and actually apply them to a personalized strategy that you can sustain over time.
No stopping and starting energy, no guessing, no trying to figure it out, no adopting strategies that worked for someone else but will never work for you. The identity report gives you a personalized strategy that works for who you are. No identity report is the same, no strategy is the same because they are all.
rooted in who you are. So if you are ready to stand out, if you are ready to build a brand and a business that feels entirely like who you are and leverages your voice, go to the link in the show notes and grab that identity report.
Dive in to that. It is huge. It will give you a lot to work on. We also get a one-to-one call when you do your identity report for you and I to review it together. So we can talk a little bit about this piece of what you want to be known for and really start to integrate you into your brand and business so that you can start to stand out and succeed and feel fulfilled and abundant and achieve all of your wildest dreams and goals in 2026.
So if this resonated with you, please subscribe to this podcast. You know, follow along. Don't miss an episode. Take these little chunks of wisdom every single week and apply them to your work. Reflect.
Robyn Savage (19:05.818)
Do the prompts and message me, reach out if you have any questions whatsoever. I'm always here to help. Your identity report is gonna go a long way and I really look forward to talking to you again next week right here on the 17 Minutes podcast. I hope this helped. I love you and I will talk to you soon. Ciao.
