Navigating the Relevance Rapids
Feasgar math
With love in the air for Valentine's day, make sure you give yourself and others a bit of extra love this week!
In today's 'Power' edition, I want to share my thoughts on the hot topic of 'Relevance'. In today’s whirlwind world, staying relevant isn’t just a nice-to-have — it’s your lifeline. Whether you're an employee aiming to climb the ladder or a business owner steering your own ship, staying relevant is vital. When you’re aligned with the pulse of your market, you're not only in tune with the changes, but you're also steering them to your advantage.
WHY DOES RELEVANCE MATTER?
Benefits of Staying Relevant:
Career / Business Growth: increases your chances of being recognised and approached to take the next step.
Builds Trust: establishes trust and authority with your audience.
Creates Opportunity: opens doors to new and exciting opportunities.
Risks of Losing Relevance:
Missed Opportunities: potential opportunities may slip away unnoticed.
Brand Disconnect: leads to a disconnection from your audience and goals.
Competitive Threat: risk being overshadowed by more current competitors.
REFINING TURAS TO REMAIN RELEVANT
Relevance is not just about updating your imagery—it's about reviewing your strategic positioning in response to how your customer needs and market are shifting. And let's face it, 2024 had a few shifts.
And so I’ve revisited my brand positioning 20 months on. Some people get nervous about doing this but for me, it shows you are adaptable and keen to 'move with the times'. While my vision remains the same, I've refined my brand idea from 'to be remarkable in your own right' to 'lasting legacy' with the 3 pillars of Turas -Space, Power, and Resilience- as the framework for this transformation.
Why?
Well, the events of the last year has certainly brought everyone's values and ambitions for the rest of their journey into sharp focus. Many of you are taking stock of whether you're living the life you want, the life that means something and want to 'pivot' yet don't know how. TIme is of the essence.
Every element of my brand, from the story to imagery and USP, has been refined to line up with this brand idea. This also extends across my product portfolio, resulting in 100% fully integrated programmes with ' layers' to suit your budget, learning style, and pace. As you progress up the layers, you get even more personalised tools and frameworks to accelerate and sustain the change - the legacy you want to create across ALL areas of your life.
Here’s a quick glimpse into the programmes:
True North - Live Your Legacy: Develop your True North Roadmap that connects your true self with your professional values and goals to create 'ripples' of lasting change at work and at home.
Resilience Reboot - Every Step Stronger, Every Day Fuller: Equip yourself to face life's challenges and bounce forward.
Workshops That Work - One Team, One Direction, Powerful Change: Unite your team to explore possibilities and create impactful strategies.
Trailblazing Leadership Academy - Lead the Way. Make Your Mark: Become the business leader you're meant to be at the top table. Launching in October '25.
STRATEGIC PARTNERSHIPS ARE KEY TO STAYING RELEVANT
I couldn't keep my finger on the pulse without collaborating with PRINZ, Marketing Association NZ, Business Mentors NZ, Mastermind USA, my clients, and network. These partnerships help me stay ahead of that's happening in our profession. For example, my Resilience Programme with the Marketing Association came from a discussion with MA's Chief Executive John Miles. True North Trademark was born from feedback from my current clients.
And partnering with fantastically talented folks like Gary Cooper from Coopers Creative is part of this journey. See below for the article "Breaking the Mould: Why Personal Branding is for ALL Professionals," Gary underscores the importance of a personal brand. Not just for those in the spotlight! It’s essential for every leader who wants to own their narrative and showcase their unique value. Put simply, a solid personal brand opens doors, cements trust, and fosters growth. He's been helping me do that through the lense and it's been a journey filled with fun and learning.
BE AUTHENTIC
Authenticity is key—it's not about chasing trends, but about aligning with what truly represents your brand. Many of my recent clients faced the issue of an outdated brand, a strategic hurdle that can catch anyone off guard. It’s a call for us as Marketing and Comms leaders not to wait until it's too late. Stay proactive, stay ahead.
Are you feeling inspired to stand out and shine? Check out my True North Trademark 1:1 Coaching Solution, and visit the "What's Happening in 2025" page for future strategies to live your legacy. Let’s ensure we’re leading the charge, not just keeping pace.
I’d love to hear your thoughts on this; your feedback keeps me on my toes...
Here’s to staying real, relevant, and rocking it in 2025,
Tapadh leibh,
