Article Three of the Juneteenth Series — Belief Sells: The New Rules of Identity-Driven Marketing
Most brand messaging sounds like it was written by a committee of legal disclaimers and wet cardboard. Safe. Polite. Completely forgettable.
But then there’s Bozoma Saint John—former Chief Marketing Officer at Netflix, Uber, Endeavor, and Apple Music—whose brand presence doesn’t just stand out, it takes up space unapologetically.
Her approach to marketing is a rejection of mediocrity. She doesn’t ask, “How do I make this sound professional?” She asks, “How do I make this sound like me?” And then turns that into a movement.
For service providers like financial advisors, real estate agents, insurance professionals, and other entrepreneurs who rely on trust and visibility, Bozoma’s blueprint is a masterclass in brand clarity, confidence, and actual connection.
Let’s break it down.
Personality is the Strategy
Bozoma doesn’t just build brands. She becomes them. Her presence is the marketing. Whether she’s speaking at Cannes or presenting in a boardroom, she brings the same style, energy, and tone.
And here’s the thing: this isn’t ego. It’s deliberate brand strategy.
When your audience sees consistency—emotionally and visually—they trust you. Bozoma’s power lies in creating a presence so vivid that people feel like they know her. Which means they trust her decisions, her taste, and the brands she touches.
“You don’t need to be loud to be bold. You just need to be clear.”
— Bozoma Saint John
What This Means for You
As a service provider, you are the brand.
Your clients choose you not just because of your certifications or offers—but because of how you make them feel.
Most direct mail campaigns sound like a brochure left behind in a waiting room:
“Comprehensive planning tailored to your long-term goals.”
What if you sounded like… a person?
“You’ve got dreams. I’ve got spreadsheets. Let’s make them meet.”
See the difference? One is generic. One is alive.
Fast Company says it best:
“When we reveal more of our personality, we create emotional closeness with our clients.”
That emotional closeness? That’s what builds the brand.
Direct Mail With a Pulse
Mail doesn’t have to be stiff. It can be warm, clever, and bold—especially if your audience is used to getting bills and boring promo cards.
Bozoma’s approach teaches us that tone is trust. If your message sounds like everyone else’s, your audience assumes your service is, too.
Try adding:
- Humor (the tasteful kind)
- Real photos of you, not stock image robots
- Local references or inside jokes
- Language that feels spoken, not scripted
Your mail should feel like a letter from someone who gets them—not a transaction wrapped in cardstock.
Try This: Build Your Brand Voice in 15 Minutes
Step 1: Write 5 adjectives that describe how you want clients to feel when they engage with you.
(Ex: reassured, inspired, seen, motivated, calm)
Step 2: Now list 5 adjectives that describe how you actually show up on a good day.
(Ex: thoughtful, energetic, cheeky, decisive, grounded)
Step 3: Combine these to create a tone map. Then apply that tone to your next postcard.
💬 Example rewrite:
Before: “We help clients optimize their retirement investments.”
After: “We help you sleep at night by making sure your money knows what it’s doing.”
Not just informative. Memorable.
Bozoma’s Blueprint in Action
You don’t need to be famous to apply her principles. You just need to treat your brand like it’s worthy of attention—because it is.
Bozoma Principle | Your Move |
| Unapologetic tone | Stop diluting your voice. Your real tone is your advantage. |
| Visual consistency | Use the same design language across every channel, especially mail. |
| Presence as identity | Let people see you. In photos, in words, in repetition. |
📚 Recommended Reading & Resources
- The Urgent Life
- TED Talk – “The Creative Power Of Your Intuition”
- LinkedIn – Bozoma Saint John
- AdAge – CMO Playbook Interview
- Fast Company – Everything you need to know about how personality impacts work
- Nielsen – Connecting through culture with Black audiences
- The Lives of Men – Jason Rosario (coming in Article 6)
TL;DR (But Really, Just Be Bold)
- Bozoma Saint John teaches us that branding is not about perfection—it’s about personality.
- Your brand voice should reflect who you actually are—not who the industry expects you to be.
- Direct mail with tone, consistency, and voice? That’s a trust-building machine.
- You’re not “just a business.” You’re a presence.
- And presence, when done right, sells.
Next up: Presence-as-Strategy: The Overlooked Power Move in Executive Branding
You’ll learn how showing up (literally) builds familiarity, connection, and magnetic credibility—especially in print. Ready to be seen?
Ready to sound as bold as you really are? Let Plum craft a brand voice—and look—that’s unmistakably you.
Explore our Branding Services »
