Hello, my lovelies. I’m reading this to you, because honestly, the written version never quite captures how I talk about this stuff. And I know I can get a bit passionate. This is the start of a five-part series called The Brand Behaviour System. It’s all about how your brand builds trust, not through fancy words or polished visuals, but through the way it actually behaves. These articles are completely free and they’ll land right here on Substack every week this August.But if you’re the kind of person who reads something and immediately thinks, “I need to do this to my own brand” I’ve got something for you too. I’m building a full implementation course with templates, AI tools, and a Notion workspace. You can hop on the waitlist now, no payment, just a raised hand: When Branding Still Doesn’t Feel Like You You know when you’ve put so much care into your business?Figuring out your values, refining your offer, polishing your messaging...Only to step back and think: “Who is this person? This doesn’t feel like me.” You’re not alone. Most solo creators are told to focus on defining values.Words like integrity. Authenticity. Excellence.They’re all lovely on paper. But here’s the truth no one says out loud: Values don’t convert.Behaviour does. Why Doesn’t Anyone Talk About Brand Behaviour? Because the branding world is obsessed with how things look and sound, not how they actually behave. We’ve got an entire industry built around: * Colour psychology * Canva templates * Quirky tone-of-voice guides * And yes, even AI prompts (and I’ve built plenty of those) But no one’s teaching solo creators how to design behaviour, the consistent, trust-building actions that make people feel safe, seen, and certain they’re in the right place. And you know why? Because behaviour doesn’t scale.It’s hard to package.And it’s definitely not easy to sell in a course. But for people like us, who are the brand, behaviour is the thing that makes you memorable. It’s how you respond.It’s how you onboard.It’s the tone of your follow-up email.It’s how it feels to work with you. That’s what people remember.That’s what they talk about with their friends, colleagues, or co-creators. So What Is Brand Behaviour? It’s the way you show up in action.It’s not an aesthetic.It’s not a slogan.It’s not your bloody colour palette. It’s the lived experience your clients have with you, from start to finish. Every business already has brand behaviour.The only question is, is yours intentional, or accidental? The Brand Behaviour System helps you make it intentional.So your brand feels clear, consistent, and trustworthy, without you having to try so hard. How Will This Help You? When your brand behaviour is aligned: ✅ Your messaging lands with the right people✅ Your delivery feels smoother, less draining✅ You stop second-guessing yourself at every touchpoint✅ And your brand starts to feel like you, every single time It’s like slipping on that perfect pair of shoes.You know you can walk all day in them and they won’t hurt you. This isn’t about performance.It’s about building trust through small, deliberate actions. How Fast Will It Work? Honestly? Quicker than most things in branding. Because when you stop claiming values and start demonstrating them, everything starts to click. Here’s what I usually see: * Week 1 – You spot the disconnects between what you say and how you behave * Week 2 – You start adjusting your messaging and delivery * By Month 1 – You’re attracting better-fit leads, clearer referrals, fewer of the wrong ones * By Month 2–3 – People start saying: “I just knew you were the right fit” That’s the power of behaviour. What’s Coming in August Each week, I’ll share a new article breaking down one part of the system: * Emotion Audit – How your clients actually feel before, during, and after working with you * Behavioural Values – Stop claiming what matters and start showing it (walk the talk) * Testimonial Triggers – How to ask for the right stories that build real trust * Proof Patterns – Writing brand statements that are real, specific, and grounded in what already works * Resonance Loop – How to build emotional consistency into every part of your delivery The articles are free.But the Notion templates, the workspace, and the GPT tools I use to build these systems? That’s part of the paid course. And it’s coming soon. Paid subscribers will get early access and the lowest price it’ll ever be. In Case You’re New Around Here… Hi, I’m Emma.I’ve been working with brands in some form or another for over 35 years. From stacking shelves and learning what a “brand” actually was, to building customer experience strategies, to working with solo creators like you, I’ve seen it all. And here’s what I know: People don’t remember your positioning.They remember how you made them feel. Brand behaviour is what makes that feeling happen on purpose. It’s not a vibe.It’s a strategy. Want In? If you want to follow the free series, just subscribe here to Chatterbox and the articles will be delivered straight to your inbox throughout August. 👇 Drop me a comment:Which step are you most excited about?Where does your brand behaviour feel a little off right now? A good test?If you’re having to try really hard to stay on brand...Then your brand’s probably not right. Thanks for being here.Thanks for listening. With courage and conviction,this is Emma signing off. This is a public episode. 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