Does your marketing need a ‘strengths-based’ approach?

I'll never forget the first time I took the CliftonStrengths assessment. Reading that report felt like a window into my own career and working style—empowering in a way that gave me a clear guide for where to focus my growth. Instead of trying to "fix" my gaps, I could double down on what I was already good at! That, plus my astrology chart reading felt like I had an empowering blueprint for how to work and grow in my career (and life).

As someone who works with a lot of founder-led brands and stretched teams, I've been thinking about how brand building needs a ‘strengths’ based approach. I talk to so many founders caught in a vicious cycle of trying to churn out LinkedIn posts even though it gives them the ick, or attempting to build a TikTok presence that just isn't gaining traction. They're forcing themselves into content formats and platforms that don't align with their natural communication style or their team's capabilities.

Here's the thing: we've never had more content (and let’s be honest, there's a lot of AI slop flooding our feeds). To stand out in this environment, you need to focus on the strengths that are unique to your brand and your team.

The founders who are breaking through aren't trying to be everywhere, they're identifying what they're naturally good at and where their brand is uniquely positioned, and going deep there. Maybe you're a natural storyteller but hate being on camera. Maybe your team excels at data visualization but struggles with witty captions. Maybe you're incredible at one-on-one conversations but freeze up when creating content for the masses.

Instead of fighting against these natural tendencies, the most successful founder-led brands I work with lean into them. They build their content strategy around what energizes them, what they're naturally excellent at, and where their brand shines. The result? More authentic content, better engagement, and frankly, way less burnout for the founders who have to show up and create it consistently.