[00:00 – 02:30] Being visible isn’t the same as being known for something.
[02:30 – 05:00] Metrics like views mean nothing if no one remembers what you do.
[05:00 – 07:30] Less reach, more right people: depth beats vanity numbers every time.
[07:30 – 10:00] Decide what you want your name to be associated with—not just your services.
[10:00 – 12:30] Crown yourself: you choose your positioning, then earn it with proof.
[12:30 – 15:00] Every touchpoint—online and in-person—is a chance to build your brand association.
[15:00 – 17:30] Reach is “who saw it”; reputation is “who now thinks of you for this problem.”
[17:30 – 19:30] Do a brand audit: what would a stranger think you’re known for right now?
[19:30 – 22:00] You don’t become known by saying more things, but by repeating the right things.
[22:00 – End] Stop chasing “more”; clarify what you’re known for and make every touchpoint count.
Hello and a very warm welcome back to my podcast, the Hayley Osborne Show. I am Hayley, and I am your host. And let me tell you this: this is the second time I am recording this episode, because the first time I got halfway through, and then my phone rang, and then something happened weirdly with the audio. My phone rang through the computer. I don’t know, but when my phone rings and I know that it is a child problem on the other end, everything mic drops, and that is my number one priority.
And so that’s what happens. So I know that they say that the second time you record something is always better, so let this be known that this will be the best episode ever. And cleverly, you know, being visible isn’t the same as being known. So if this is if that is the thing that like remembers, makes you remember, or gives you that, oh, I remember that episode that Hayley did.
Then that has helped me become more known on this episode. That you know, sometimes I fuck up and sometimes I have to repeat myself, and that’s okay because the second time is going to be better. So, welcome, and I am Hayley, your host. I am a business strategist. I am a founder. This is my third business. I am a mum of three small humans who I love deeply, who take number one priority over everything any time of the day, and I’m someone who’s really passionate about helping health brands build businesses that they are genuinely proud of. And today, I want to start with something that I think a lot of business owners need to hear is that you can post every day and still absolutely have no brand.
Okay, so you can have as 20 million 1000 followers and still have people in that world of yours that couldn’t tell me what you do. Okay, couldn’t tell you what you do, or a video that goes viral but doesn’t convert anybody, $0, and I think you can show up on Instagram and all the places, email, blah blah, every single day, but be known for nothing. All right, because I think visibility and being known are completely different things, and that’s what I wanted to talk about today. Because over the last few episodes, I think we’ve talked about. I know that I’ve talked about what actually builds brands and why your thinking, your experience, and your point of view right now in this day and age matter more than ever.
And I want to bring those conversations together now with a question that what are you actually becoming known for? Because I think visibility is only just the beginning. It’s the part that helps you build confidence. Most definitely, I wouldn’t be able to do what I’m doing right now if I didn’t continuously show up, but it is the beginning. Okay, and I think being seen isn’t the end goal. Okay, now I love visibility. Yes, you can be bloody brilliant at what you do, but if nobody knows that you exist, growing your business is gonna be hard. So yes, create the content, send the email, do all the things, build your brand, build your personal brand, show your face. Okay, but the goal isn’t to to be seen.
Okay, the goal for you is: Are the right people understanding what I’m saying? Are they remembering me? And ultimately, when they need what I do, do they think of me to do the thing that they need, fix the problem that they that they have, to be able to get the transformation that you offer that they need on the other end of it? Okay, being seen, being understood, remembered, chosen. Okay, that’s progress in how your brand is evolving, and I think that that’s where I see a lot of businesses get caught up in the visibility metrics. It’s like we’re checking, oh my God, that reel did only 3000, only reached 3000 people. That reel only reached 200 people. Can I just pause you for a minute there and remind you that 200 people would not fit in one of the biggest cinemas. Maybe it would only just okay. 3000 people seeing your video means that they you will need a stadium of sorts. Okay, AFL football stadium. I don’t know. Do the maths. Like it just gets bigger and bigger.
It’s perspective, okay. And if you’re giving them useful information, what are they then starting to associate your name with, okay? Because 50,000 views from people that actually don’t know who you are and have absolutely. Absolutely no idea why that they should work with you looks bloody awesome on your analytics. Well done, but commercially, is it converting? I’d rather 1000 people know exactly what you do and what you stand for and come to you than the other way around every single day of the week, even 50.
Because if 1000 people came to me and said, “I want you to build a social media strategy for me, or I want a VIP day with you. It has to be soon. I’d be like 1000 people. There’s only 365 days in a year, and half of those are probably dedicated to my kids. More than half. I don’t know. So I couldn’t service it. So think it like less is more, but do it right. That’s what matters. Okay, so what do you want to be known for? This is one of the questions I ask businesses that I work with all the time, and it’s surprisingly very hard for them to answer. Okay, think about now that for yourself. Like, what do you want to be known for? Not what services do you offer? Not qualifications. Not like content pillars. Like, what do you want your name to be associated with? It’s easy to be like, oh, I do this, I do that, I do this. I’ve got this service.
It takes this long. Blah blah blah. Like, boring. Okay, you need to give them a shortcut. This problem, this person, this brand, this conversation. Okay, that is being known, and I’ll use myself as an example. So, my own positioning over the years, because obviously it’s a really easy example. I’ve been known as marketing consultant. Firstly, though, oh my God, way back when, fashion designer. Okay, I had a fashion label. I was nominated for emerging designer of the year. Candle maker. I had a candle business. It was, you know, pretty much manufactured, and I shipped out the brand all over Australia.
And now, you know, I’m very deliberately strengthening my position as a business strategist because I am, and a health brand expert because I am, and that’s the association that I’m building because I am, and I’ve crowned myself with that. And no one came and knocked on my door and were like, “Now you’re this. You’ve got to realize and have the self awareness to put yourself in those positions based on your experience, based on your case studies and your proof and your testimonials. You know that’s the association that I built that I’m building. And does it actually mean that I suddenly know everything about social media, or I don’t know anything about social media? Obviously not. I’m still building social media strategies. I’m still building marketing strategies, and I work on positioning, messaging, offers, like customer experience and journeys and brand and all of those things, they sit inside that work that I’m doing.
But I’m choosing that bigger association that I want my name attached to. Okay, and then I need to earn it, and I am earning it, and I’m earning it through this podcast, which I love, through the content that I create, through what I teach, my offers when I stand on stage and speak, even when I’m emceeing events like I did last week, it’s all repetitive, and I do this through like repeat, repeat, repeat, and consistency, because here is the thing: your positioning is what you prove repeatedly. So even when I stood up and emceed that event, I’m still in the room beforehand talking to people, introducing myself. Here’s why I’m in the room. Here’s why I’m credible to hold the microphone today.
You know, I didn’t put expert in my Instagram bio for no reason. Okay, I am one, and then I have built the body of work around it to be able to support that. Okay, and I think the next part, you know, your content should be building associations. Yeah, it should be. This is where your social media strategy comes in play. Every piece of content that you put out there ever through the line, and I say through the line a lot, and through the line in marketing terms means through the line everywhere.
So when you are in person talking to people at a networking event, when someone asks you randomly on the side of a football over what it is that you do for a job, and don’t get me wrong, last weekend, yep, I went to see the Adelaide Crows play at the stadium here in Adelaide, and it was a cracker of a game, and they won. And there was a couple of people in the group of people that I was with that I didn’t know. So a sister of a friend that is a friend of my husband’s, blah blah blah. Like, what do you do? Oh my gosh! So, like, these conversations are happening on a Saturday night, whether you like it or not. Okay, every piece of content is an opportunity for you to strengthen what you want people to associate with you. So, you know, people are going to ask you what you do in the most random of places.
Okay, so you know. What is it that you want to be known for? What stories do you want to tell? Like, how do you show up and say it in a sports game of your kids, or a sport, an elite sports game that someone asks you, or in an elevator, or at a networking event that you don’t know what intentions people have, or what kind of spark your answer might trigger for them? I was at a birthday the other week, and somebody was talking to me about career advice. A young person, and I gave them a few options, and then I started saying, “Oh, I do this, and I’ve got this, and I’ve got my podcast, and why don’t you jump in?
And they were like, “Oh my God, what you have a podcast? This was a young girl, and it was just incredible. And so you really never know, and it’s never, you know, it don’t always think monetary is just going to be a conversion. You just never know the impact that you might have on somebody, and it is all positive. So you know suddenly, your marketing has a job. You are building your name, your experience, a problem, and an outcome for somebody, and you can talk about these things from hundreds of different different angles.
Okay, so it just depends on the room that you’re in, and underneath all of it has to have some consistent type of thread, and that’s how you become known. Okay, so I think that you know, reach and reputation are different things, and I think there’s another distinction that I really want you to remember. But the reach is how many people saw this, which it matters because you you reach some of the right people, but the reputation part is the things that are, you know, did the people that see it make them think about me? All right, massive, massive different questions, and I think the next time you’re looking at your content, yeah, awesome. Your one of your reels did it went viral, the other one didn’t.
But I want you to still ask yourself the same question: Did it reinforce my expertise? Am I still getting across my beliefs and my point of view and what I think, am I still communicating what I want to be known for, and am I still giving someone a reason to trust me and that what I do matters and can be helpful, and you know, was I conversating in a way that was really easy and in layman’s terms? Because you know, complicated jargon is just bullshit. Am I communicating with my audience how I can help them? Okay, am I moving the needle? Am I reaching my north star at the same time?
I think it’s a much more strategic way to look at your marketing, and then what you’ll see is people start to refer you. Okay, it’s a really simple test too. Whoever you are hitting the mark on who you are and what you do, can somebody easily refer you? So ask a friend if you were to refer me, what would you say about me? And if they can’t answer the question, then and your best friends should know what you do. If they can’t answer the question, then you’ve got work to do. Okay, you need to talk to this person because they’re brilliant at this.
Okay, or you should talk to Sarah because she does, you know, such and such and such. I’ll send you her Instagram. Give people language to talk about you, so I think it’s it’s number one powerful. But I’ve got a little audit for you to do. So here’s what I want you to do after listening to this episode: go and look at your business as if you’ve never seen it before. If you can do that, if you can’t, ask your best friend to do it. Look at your Instagram, your LinkedIn, your website, your bio, your last 10 pieces of content, the things that you currently offer, and ask if somebody found me today, what would they think that I am known for? And then, is that what I want to be known for?
Because there might be a gap, there might not be, and if there’s not bloody well done, okay. But you evolve, your business evolves. It gets deeper, it gets larger. You get better. You become more knowledgeable. But maybe the version of your business that you are communicating right now, you outgrew that a couple of years ago because you, as a person, are you know your knowledge trajectory is steep, in a good way, up, up, up. Sometimes you just need clarity, okay? Because you don’t become known by saying more things. You become known by saying the right things more consistently. So you can show up seven days a week if you have a beautiful strategy behind it, okay? You’ve crowned yourself. You know where you’re going.
You’re on the right path. So that’s. Something where my VIP days come in and in handy, and it’s why I’m so passionate about it. It’s why I talk about it all the time. It’s why I love it. It’s so luxe, and it just gets you out of your own head and thinking more top level, because when you can see your business from above, from a bit of a periscope view out of your day to day, you know you can actually see it for what it is and what’s working and what’s not. And the people that I work with, they’re bloody good at what they do. Okay, they have a shit ton of clients. Okay, the VIP days that I have had with clients so far, they are almost seven-figure businesses. They’ve got experience and they’ve built incredible businesses, but what’s happened is the business has evolved faster than the strategy around it, and that’s the common thread.
Okay, and the founders of these businesses know that there is another level ready for them, but they can’t operate as they currently are. Otherwise, they will burn out, and everything will burn to the ground. They can feel it. There’s too many ideas as well. And if you’re listening, you’ll be laughing because you’ll know that it’s true to those who have had VIP days with me. And you know, marketing then becomes reactive because your brain is firing. So that’s what we do in a VIP day. We look at like, what are you actually building? What do you want to be known for? How does everything fit together? What should you prioritize in your marketing? How do you move forward? Where are there revenue opportunities?
Where’s there commercial development that can happen? Simplify, amplify, get it done, and build out a clear path forward. That’s what I do because you don’t want to walk away with 50 billion new ideas. That’s not the. That’s not the goal. Okay, you got enough of those, girl, boy, whoever you are. You, I want you to be able to walk away with this. Is what we’re building.
This is what I want to be known for, and this is what I’m going to do next. If you’re listening, thinking, “Shit, Hayley, my business is visible, but I’m not sure we’re known for the right thing. Send me a DM and let’s have a conversation because I think you don’t necessarily need more things. You just need to group together what you have in a very clear way that kind of sets you up for success in a way where people can come in and work through your business beautifully and every marketing touch point because it is everything from the beginning to the end.
And I said a couple of weeks ago, like even your invoices, like how are you tying up the bow? Okay, don’t aim to be everywhere and everything to everyone. Aim to be the name that comes up when the right conversation needs to happen. That’s the goal. That’s my goal, and I want that to be your goal too. That’s it for me, guys. Have the best day and flick me a message if this has resonated with. If you’ve loved it, let me know. If you’ve loved it, share it with somebody that is your business bestie that you think might benefit from this today. I would love that because the more people that enjoy this podcast, the more people that will enjoy this podcast in the future, because it’ll be pushed out to more people. That’s how it works. All right, guys. See ya.
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