Find your contradiction to stand out

Hey Climbers, today —

• Why your contradiction is your biggest asset

• Very demure, very mindful went very viral. But why?

THOUGHT OF THE WEEK
Your contradiction is your magic

I have a 1:1 client who is a bodybuilder coach, and is also gay.

The thing about bodybuilding is that people have all these preconceived ideas about the type of people who are bodybuilders: hyper ‘masculine’, shouting at you to work harder, slamming the weights down.

Of course, my client is very ‘masculine’ but he also loves wearing bright pink Britney Spears shirts and posing to classical music. He’s softer spoken, really compassionate.

When we started working together, he wasn’t leaning into these qualities that make him… him.

He didn't realise it, but this contradiction - between what people expect bodybuilders to be like, and what he is like - is his magic. It makes you look twice because it challenges your assumptions.

Contradictions are how icons are created. There's a science to iconic.

So, we worked together to make his content reflect his contradiction. We positioned him as the fitness coach who is ‘helping you become someone’s buff daddy’.

Over the last few weeks he’s gained thousands of followers, but most of all, he has a brand that really reflects him and he enjoys creating from. That’s the most important outcome of all.

I have 3 spots open for my 1:1 personal brand strategy coaching this month, so if you’d like to apply, you can do so below.

Or you can book a one-off social branding and strategy audit with me here.

ANOTHER THOUGHT OF THE WEEK
Very demure, very mindful went very viral. But why?

I know, I’m sick of seeing it on my feed too (once all the brands jump on it, it’s sooo over) but I got something to say so bear with me ok!! pls!!

The reason it went viral isn’t chance or luck. Viral moments like this don’t happen in a vacuum.

The only thing that will ever make you go this viral is if you hit the intersection between two things: Fresh and Familiar.

If something is too fresh, people don’t get it; too familiar, it’s boring.

But Jools Lebron managed to hit the bullseye right in the middle. So let’s break it down:

Familiar (AKA Cultural Context)

We are in the era of the branding feminine identities.

Barbie walked so Brat could run so Very Demure Very Mindful could sprint like Sha’Carri Richardson.

Barbie & Brat aren’t just about aesthetics. They’re about vibes. They’re an ethos. A way of carrying yourself in the world.

Very demure, very mindful landed at a time where we are in the habit of identifying with these brands. So we just got it, straight away. It was familiar. However, it was also…

Fresh (AKA Unique Perspective)

The first thing that was fresh about it was Jools herself, and her contradiction.

When you think of someone who is demure and mindful you might think of Keira Knightley in pride and prejudice.

Jools isn’t what you typically think of when you think demure and mindful, and she knows it. This contradiction is one part of the freshness.

The other part was that Very Demure, Very Mindful gave us a brand of feminine identity we didn’t have yet.

Barbie was all about being hyper girly but imperfect.

Brat was about being a little grubby club rat gremlin.

But Very Demure, Very Mindful was an entirely new vibe. It’s about being jokingly modest and cutesy and coquette even when we’re clearly not.

So no matter what the ‘viral algorithm hackers’ tell you…

Going viral isn’t about the newest SEO trick or formulaic hook.

In the end, all it comes down to is having a unique perspective, housed in a familiar concept.

Ok that’s all for now.

Until next time

Keep climbin’

Erica x