Creating your brand motto is essential to building your brand. We like to call these mottos a "shared mantra." They're evocative phrases that resonate deeply with your ideal people.

For Andi, her mantra is "We're "No Gatekeeping Smart Girls!" "We're kind, caring creatives!" "We're OOO entrepreneurs!"

This phrase has brought the most aligned women into her community that match her niche and what she stands for.

Develop Your Identity Architecture

The key to brand growth lies not in confinement but in connection. You must become an Identity Architect to find yourself and create your brand.

An Identity Architect is a creative alchemist who blends strategic planning with emotional storytelling to craft an obsession-worthy personal brand.

Identity Architects are not trend followers or niche-chasers but visionaries who understand the narrative's power to connect on a deeper level.

Forget the rigidity of a niche and focus on masterful storytelling, emotionally evocative language, and catchphrases that make your audience go, "AH! She is speaking to me!"

Phrases like "main character energy," "soft girl era," "delulu til it's trululu," and "doing it for the plot" evoke emotion & connection, making them instantly relatable and endlessly shareable.

Andi's "niche" could be human design, entrepreneurship, AI, or manifestation—four niches.

However, her Identity Architecture is "No Gatekeeping Smart Girl," helping kind, caring creatives become OOO entrepreneurs.

This becomes a shared mantra that draws others who align with her into her unique frequency.

She gets DMs regularly: "I wanna be a smart girl too!" and "I'm working on my OOO lifestyle!"—it's a shared vibe.

Because of her unique approach, she can talk about all the topics she loves without the rigidity of a niche, as long as the topics stay within the theme of her Identity Architecture and inspire her community to get closer to their goals and dreams.

Remember that it's not just "what you do," it's the feeling of how you do it. Share your brand's magnetic nature. Think about what emotions you evoke. What values do you live by?

Channel your inner voice. Feel free to speak YOUR truth from your heart and share it in the unique way that feels best to you. Don't focus on being a cookie-cutter copy.

The people who align with you and your brand should be able to recognize it when they hear it.

Make sure that your Identity Architecture:

Tells your story and shares it with realness.
Educates over entertains; even better if you can do both!
Think pillars and themes, not niche
Community and co-creation over competition: Focus on designing your world of shared interests and ideas instead of looking at other people's content.
Share your mantra- find a catchphrase or slogan that the people you align with embrace like a rallying cry

Play With Statements

A mantra goes beyond a catchy tagline; it's a mini-story that embodies the core values, beliefs, and aspirations that bind your community together.

Play with simplified sticky statements, opposites, or unexpected combinations to create your mantra.

While brainstorming, develop word combos that spark and choose an easy identifier that helps your people quickly see themselves in your brand.

Pretend you are describing your work and impact to a fifth grader—not because we assume everyone is at that level of thinking—but if a ten-year-old can get it and understand exactly what you mean, so can someone who's scrolling quickly on IG with a million messages coming at them.

Think catchy, not convoluted. Come up with unexpected combinations to make your brand strike.

Here's how to experiment with opposites or unexpected combinations:

[Positive Trait] + [Unconventional Context]

Example: "Corporate Yogi", "Budget Fashionista"

[Skill/Hobby] + [Unexpected Quality]

Example: "Globetrotting Introvert"

[Descriptive Phrase] + [Contrasting Personality]

Example: "Hippie Techie"

Use internal conflict or hidden desires:

[Persona] Who Secretly Wants... or
[Persona] Stuck Between Two Worlds

For example, The Simplicity Seeking CEO", ""The Solo Adventure Soccer Mama"

The best phrases are memorable, relatable, and capture the essence of your perfect people. Play around, experiment, and have fun with creating your ideal mantra.

Test and Refine

Now that you have come up with a few shared mantra ideas.

Double-check yourself: Are you using words that have become overused? (e.g., empowered, soul-led, passionate—I love those words, but we're trying to stop the scroll and spark something new.)

Your mantra should be different and excite a new group of people that align with your page. You begin to get lost in the masses when you use overused words.

Developing exciting new words that describe you and your Identity Architecture is better.

The words matter when developing your mantra—the more to the point and simplified, the better.

Cut out any "fluff" in your statement. The more to the point you are, the easier it is to attract a bigger audience.

Once you've narrowed your ideas, it's time to experiment! See what resonates with your community and what creates those "AH! That's so me!" moments.

There are a few ways to see what your audience most resonates with. You could Run Instagram stories that poll your audience.

You could see what they most vibe with and what fits your collective.

You could also create a series of reels claiming the phrase. Pay attention and notice what reactions you get. Do people respond using those words?

If your phrase doesn't land the first time, it's okay to keep trying new ideas until you find something that becomes sticky and connects your people to you!

TL;DR — Creating Your “Shared Mantra”

Once you find your "shared mantra," you will attract a collective group of individuals who align with you and the content you create.

Feel free to experiment with ideas until you find the one that clicks for you!

About The Writer: Diya Kumar is a student at Northeastern University studying Business Administration and Computer Science. She is interested in yoga and all things wellness. You can learn more about her on LinkedIn.

How To Create Your Own Brand Motto