Leaders We Love ??: Get To Know Izaskun Bernal from Meaningful Changes

Welcome to 'Leaders We Love', a series of interviews that spotlights pioneering leaders who are creating purpose-led brands with a focus on conscious marketing. My goal is to inspire brands to adopt a more positive, sustainable, impactful, accessible and inclusive approach to marketing.

This week, I am so excited to feature ? Izaskun Bernal . She played a crucial role as one of the facilitators during the #TheBreakFellowship Spring 2023 cohort, and guess what? I was lucky enough to be part of her group, La Posada del Candil . Let me tell you, she's such an inspiration, and I can't thank her enough for being a part of the experience.

In her own words, she expressed:

“For me, marketing (and particularly digital marketing) has always been too aggressive… I was running away from it! Thanks to you, Claudia Guerreiro , and your newsletter, I have finally found a way to do marketing, a community of professionals in this sector that totally corresponds to me, and I am learning a lot!”

And, before we dive in, I just wanted to take a moment to share an exciting opportunity ? Izaskun Bernal has to offer.

“If you would like to book a 1:1 coaching session and/or participate in one of my online workshops, you can benefit from a 10% discount with the following code ‘Claudia Conscious Marketing 2023’. Feel free to add the code in the Subject line of the following contact form https://izaskunbernal.com/contact/ “

What's your brand's mission, and how does it align with your personal values?

I am passionate about facilitating change, understanding human behaviour and the impact that emotions have on everything we do and decide in our lives, both personally and professionally.

But how did I get here??

Well, my journey began with a successful 10-year career as a professional tennis player. Later, I spent 16 years working in the European Parliament as a senior adviser. But then, at the age of 40, I experienced burnout.

Yet, thanks to all these experiences, I learned very valuable lessons:

• I learned the power of vulnerability and being authentic,
• I realised the importance of every emotion, and
• I discovered the art of transforming our lives by staying true to our values.

And so these lessons guided me when I launched my own business in 2019. It was essential to me that my entrepreneurial project aligned with my values and life mission.

Today, I work as a consultant, corporate trainer, and executive coach. My main focus is:

• Improving corporate well-being,
• Fostering positive leadership and workplace cultures, and
• Highlighting the importance of soft skills (like communication, empathy, and collaboration) and mental and emotional health at work.

Basically, I've shifted from social activism to what I call "corporate activism" — I want to help organisations ensure that individuals feel valued and appreciated for their worth and create positive and fulfilling workplaces!?

I'm really excited about what I do and the positive impact it can have on people and companies.

How do you integrate social impact into your marketing decision-making process?

As a consultant aiming to improve corporate well-being and transform organisations and teams, integrating social impact into my marketing decisions is crucial! I want to stay true to my values throughout the process.

So, among the ways I have found to achieve this integration, these are the three most important:

• Mission-Driven Messaging: I directly incorporate my social impact mission into my marketing messages. I highlight how my services contribute to employee well-being and team collaboration, connecting with socially conscious clients who value these principles.
• Authenticity and Transparency: Socially responsible marketing requires honesty. I ensure my marketing materials truthfully reflect my efforts and impact. Being transparent about challenges and progress builds trust with clients.
• Social Media and Content Strategy: I use social media and content marketing to share valuable information on corporate well-being, soft skills, and mental and emotional health. I provide tips, advice, and resources for promoting positive work environments and conscious emotional management.

How do you educate and engage your community about your brand's mission and social impact?

There are a few ways I educate and engage my community about my brand's mission and social impact:

• Staying Connected: I keep the communication channels wide open with all my clients, collaborators, and stakeholders. Regularly, I share updates, reports, and success stories that align with my project's goals and values.
• Sharing Inspiring Content: I create content that educates and inspires my community about corporate well-being, soft skills, and mental and emotional management. You'll find cool infographics, articles, and social media posts packed with valuable insights and tips on these topics.
• Being Part of Events: I love participating in events and conferences related to mental and emotional well-being and social impact. It's a fantastic opportunity to network, share knowledge, and become more visible within the community! One of the most important milestones was my webinar for the ICF (International Coaching Federation) in 2022: “Decoding Thanks To Emotional Engineering ” with more than 700 live attendees and over 2.5K views on YouTube. Woohoo! Super cool, right?

Oh, and by the way, mark your calendars! In September, I'll be opening registrations for my workshops on Emotional Engineering in English, French, and Spanish. If you're curious and want to get a taste of what it's like, check out how the last edition in Spring 2023 was: https://www.novaterracoaching.com/atelier-ingenierie-emotionelle/ ?

What marketing activity, campaign, or initiative have you worked on that has brought you the most joy? Why?

I absolutely love every little step of my journey as an entrepreneur. But one of my most beautiful initiatives was "Hack Your Emotions", a series of free online conferences held during the pandemic in 2020.

Honestly, it started out as a purely altruistic way to support and collaborate with those who were struggling at that time. No fancy marketing strategy – just word of mouth. And guess what? It was a big hit!

Throughout the year, over 200 people joined in small groups and across three different languages.

Simply helping others brought unexpected marketing advantages, like testing content and gaining valuable experience in explaining emotions. Plus, it opened doors to exciting professional opportunities for me. It was such a wonderful gift, and I'm really proud of it!?

Isn't it amazing how simple acts of kindness can lead to such fantastic rewards?

What has been your biggest challenge in marketing a purpose-driven brand so far, and how did you overcome it?

In marketing a purpose-driven brand, the biggest challenge, from my perspective, is being authentic and building trust (two values already mentioned during this interview!).

Nowadays, clients and stakeholders are more discerning. They want brands to genuinely live up to their mission and social impact promises. If there's even a hint of inauthenticity, it can lead to scepticism, distrust, and even backlash, which can seriously harm the brand's reputation and success.

To tackle this challenge, it's essential to have a thoughtful approach and consistently show that the company is committed to its purpose. As a freelancer, I strive to lead by example!

For instance, I avoid purposewashing (and greenwashing) by focusing on concrete, proven actions and real outcomes, rather than just using the purpose for marketing.

By staying true to our values and being genuinely committed to our purpose, we can build trust and create a meaningful impact. It's all about walking the talk and making a difference!

What new developments, trends, or technologies give you hope for the future of marketing and keep you energised?

I'm really excited about partnering with purpose-driven influencers who share my values. They can help me reach new audiences and create authentic content to spread my brand's mission and impact.

Also, I love having a learning mindset: being open to feedback and learning from mistakes. As my services grow, I'll adjust my approach to stay true to my purpose and meet changing societal needs.

By doing all this, I'm confident I'll build an authentic brand that connects with my community, creating loyalty and trust among clients and stakeholders.

A Final Word?

Thank you again, ? Izaskun Bernal , for sharing your insights and expertise with us. Your participation has given us valuable insights into creating a purpose-led brand. And thank you to you, my awesome reader, for joining me on this journey. Every one of us has a role to play in making the world a better place. Let's continue to learn, grow, and make a positive impact, one step at a time. ??

TL;DR

Get inspired by ? Izaskun Bernal , a purpose-driven leader focused on improving corporate well-being and fostering positive workplaces. She integrates social impact into her marketing by being authentic, transparent, and sharing valuable content. One of her most joyful initiatives was "Hack Your Emotions," a series of free online conferences during the pandemic. The biggest challenge is building trust, but she overcomes it by leading by example and avoiding purposewashing. She's excited about partnering with purpose-driven influencers and staying open to learning for the future of marketing. Join the conversation and learn from this remarkable changemaker on how she shifted from social activism to what she calls "corporate activism".

Become a part of the Conscious Marketing Movement

Are you a purpose-driven entrepreneur, a conscious marketer, or simply someone eager to make a positive impact through conscious marketing??

I'm on a mission to make marketing a force for good. If that sounds like something you believe in, too, I'd be grateful to have your help in creating an online community that suits your *unique needs*. Your voice matters! ?? More information here

Summer Break Alert ??

Psst... Just wanted to let you know that I'll be taking a little break from social media for a while. It's important to take some time off every now and then, you know? It really helps us disconnect, recharge our batteries, and see things from a new and refreshed point of view. But don't worry, I won't leave you hanging completely! During this summer, I'll be sharing some incredible insights from conscious marketing advocates that I've come across. And yes, all of this content has been scheduled in advance. ??

That's all for today!

Whenever you're ready, there are 2 ways I can help you:

1.?If you believe marketing can change and become a force for good in your business and the world, consider exploring my?conscious marketing services . These services focus on building a brand that motivates and gives back, allowing you to make a difference in your community.

2.?If you're all about positive impact and want to be part of an online community that brings together purpose-driven entrepreneurs and conscious marketers, this journey is for you. ???Conscious Marketing Movement

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