Brilliant Ideas

#19: Simplify Your Brand Message with Ruheene Jaura’s HeyLevi's AI Playbooks

• Alyssa Bellisario • Season 1 • Episode 19

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With a 16-year career wrangling visual effects for Marvel blockbusters like The Avengers and Iron Man 2, plus launch campaigns for the Apple iPhone 5 and the Amazon Fire Phone, Ruheene's real superpower lies in bridging consumer stories with brands and products while making billion dollar messaging strategies accessible to every small business regardless of size.

She's also the mad scientist behind heyLevi- the world’s (arguably) first prompt-free AI app that builds out a complete sales enablement deck- from brand messaging playbooks to deep customer insights and brand-led content for any market in minutes. 

Runeene Jaura shares how businesses can create stronger brand identities by understanding their customers as whole individuals rather than just demographics and pain points. She explains why brand messaging matters more than visual elements and how HeyLevi's prompt-free AI approach helps business owners focus on their expertise instead of learning prompt engineering.

• Branding is much more than logos and visual identity—it's the narrative and messaging that works on a subconscious level
• The most successful businesses know their customers like they know their best friends
• HeyLevi contains over 300 built-in AI prompts so business owners don't need to become prompt engineers
• Generic AI content happens because most people don't provide enough unique context about their brand and customers
• Product playbooks help segment audiences and create detailed customer avatars for each offer
• The platform allows users to "talk" to their customer avatars to refine offerings and positioning
• Becoming a "customer expert" is as important as being a solutions expert in your field

Visit heylevi.ai to create your brand playbook for free, even without creating an account.

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Ruheene:

So we look at customer avatars as whole individuals, because we believe that as a business, you should know your customers like you know your best friend.

Alyssa:

Welcome to Brilliant Ideas, the podcast that takes you behind the scenes of some of the most inspiring digital products created by solopreneurs just like you. I'm your host, alyssa, a digital product strategist who helps subject matter experts grow their business with online courses, memberships, coaching programs and eBooks. If you're a solopreneur with dreams of packaging your expertise into a profitable digital product, then this is the podcast for you. Expect honest conversations of how they started, the obstacles they overcame, lessons learned the hard way and who face the same fears, doubts and challenges you're experiencing, from unexpected surprises to breakthrough moments and everything in between. Tune in, get inspired and let's spark your next big, brilliant idea.

Alyssa:

Welcome back to the Brilliant Ideas Podcast. I'm so excited to introduce you to Ruin Jara, founder of HeyLevi, a platform that helps businesses create a strong brand identity through brand and product playbooks, along with customer avatars, so they can nail down their messaging and know exactly who they're targeting. Today, we're going to dive into how this clarity can skyrocket a brand success and draw in the right audience every time. Let's get started. Welcome to the show, runeen. Thank you so much for being here.

Ruheene:

Thank you so much for having me. I'm so excited to be here.

Alyssa:

Me too. You know my podcast producer, mike from Cardinal Studio. He introduced me to hey Levi and I've been using it for a few months now and I absolutely I'm obsessed with it. But what I find interesting about hey Levi is how it captures a very big problem that small business owners face, especially me, when they're trying to simplify their core message of who they are, what they do, what clients they target and what makes them unique. Now, speaking of brand messaging, how can a business create a stronger brand identity that makes them stand out in their niche?

Ruheene:

Yeah, so I think the common misconception in the market is what branding is. And branding the first thing that comes to mind when you hear the word brand is you think about their logo, you think about the colors and fonts that they use. You just think about the visual identity of a brand and branding is just so much more and in fact, it's core. At the core of branding there's you know, it's the narrative, it's the messaging that you use, exactly like the way you just said it, so much more than you know the visuals and the graphics and the colors and the logos.

Ruheene:

Right Now, the logos are typically what gets you know, what gets remembered, because most of us are visual beings and so we remember. The visual but subconsciously is where we absorb the messaging of a brand and that's really what makes us come back for more. It's not so much the logo, even though that's really what we think of at the front of our brain. Really, subconsciously, we're thinking about the brand's message and whether we align with that brand or not. And so for businesses who are thinking about growing in their niche in their industry, wanting to become the go-to in their niche, they really want to be thinking about establishing a strong brand message, because that is what is going to keep customers coming back for more.

Alyssa:

That's an interesting take on it and I do think that there is a connection between having a strong identity and then knowing who your customer avatars are, beyond just basic facts. Now you talk about this a lot about customer avatars. I was watching a ton of your videos. Now you talk about this a lot about customer avatars. I was watching a ton of your videos and beyond just basic facts of your demographics and your pain points and very surface level stuff, you talk about this thing called the whole individual, rather than just listing demographics, pain points, struggles and just really just like really basic things. So hey Levi, you know I've gone, I've gone through it, but for everybody else who have me have not ever heard of hey Levi before, can you share how hey Levi helps businesses dive deeper into that whole person concept?

Ruheene:

Yeah, and so you know the idea of hey Levi was born because my husband and I have worked with larger companies like Amazon and Apple, and you know these companies have gotten their success because they start and end everything with the customer in mind.

Ruheene:

It's all about getting to know their customers on a level that most people don't, and if your customer avatars are simply demographics and pain points and that's who you're targeting you're not going to be able to really tap into their emotional, like inner, deeper desires and needs, and that's again that subconscious is where you want to tap into as a business if you want customers coming back to you.

Ruheene:

So we look at customer avatars as whole individuals because we believe that as a business, you should know your customers like you know your best friend. So when you, when there's a new movie that comes out and maybe it's not the kind of movie that your friend would want to go to and it's something that you really want to go to, you probably know exactly what to say to your best friend or your spouse or whoever that person is, to get them to go with you anyway, and especially if you know that it's going to benefit them in some way, but you know that they're going to initially resist it. You still know what you're going to say to them because you know them that well. And so, as a business, imagine the power that you have when you know your customers on that level and you know exactly what to say to them because you know it's going to benefit them in the long run.

Alyssa:

I agree with that. It's not, yeah, I agree with that because and that's easier to say like, think of your customer as your best friend, someone that you would have these long conversations with and that you know. So, like, who is this person for my business? And like, oh, so I feel like I went through so many reiterations of this when I was figuring out who my customer avatar is, and now that makes it a little bit easier to think about.

Alyssa:

Okay, what are their feelings? What are their hesitations, doubts, their day-to-day Like. What does their day-to-day look like? Is it similar to yours or is it completely different? Questions, doubts, their day-to-day like. What is their day they look like? Is it similar to yours or is it completely different? Uh, what holds them back from achieving their goals, you know, and, uh, what are, like, their inner struggles? That, um, that they also feel like as well, and so, um, I'm curious about another aspect of hey levi that's really interesting.

Alyssa:

So, having gone through the onboarding in hey levi, um, I'm still actually stuck on the brand messaging. It's so good. It actually like what I love about HeyLevi. It asks so many detailed questions and some, and I like how I put my website and just scans it and then I go in and tweak, and you know I love that part, but anyways.

Alyssa:

So I noticed that you don't have to create like a bunch of prompts like chat, gbt and cloud, which I have to say it creates a bit of a headache for me when I have to create prompts and then know which prompts to create and then tweak the prompts and then having to go back and forth with this AI and then also risking that I might just miss it completely and it might not spit out what I wanted to spit out. And so I noticed that hey Levi is not that way, that I might just miss it completely and it might not spit out what I wanted to spit out. And so I noticed that hey Levi is not that way. It is actually prompt free. So can you speak more to why you decided to go prompt free?

Ruheene:

Yeah. So when we got started with this in 2022, we noticed a lot of similar apps coming up which were teaching people. I would see webinars Let me actually back up from the apps but I would see webinars and coaches and ads talking about steal my cheat sheet for prompts and you know here, download a hundred prompts and going to some of these webinars, I noticed that they would show their prompts on the slide and then you would for the next five or 10 minutes after. After they moved on from that slide, all the attendees are like can we go back to that slide? I didn't get a screenshot. I need to write it down. What did it say again?

Ruheene:

And so people were so focused on the prompts that I realized that they were losing focus on what they are actually experts in. Right, all of us, we all have life experiences. We all have a certain skill set that we bring to the table, and most business owners are not prompt engineers. They're not meant to be prompt engineers. There's nothing wrong with you.

Ruheene:

If you are a prompt engineer, that's great, but most businesses aren't, and they are just trying to learn to prompt so that they can leverage AI and get ahead and not get left behind and all that. So I started to realize that what business owners really need is to be able to focus on what they're good at, what they're actually experts in, and have an AI that would just work with them, instead of them having to learn how to work with the AI. And so we decided to build a lot of the prompts. I mean, we have over 300 prompts in the app at this point, so they're all built in, so all you have to do is tell it a few different things. It already knows about your brand. It already knows about your offers, your customer avatars, and so whenever you need content or whenever you need to do a compared analysis or you need a business plan, or whatever the case may be, it already knows all these things, so it can create that for you quickly without you having to give it all that context.

Alyssa:

Okay. So is that the same as the built-in sales and marketing frameworks or is that different? That is the thing. Yeah, okay, wow, 300. Oh, my goodness, that's a lot. Yes, yeah, that's amazing. And I agree, like, I think that the the whole idea of like doing the prompts it does serve as a distraction rather than helping us. And, you know, serve as a distraction rather than helping us. And you know, I feel like I prefer the prompt free, like I like how he, hey Levi just gives me the like it has. It breaks down all of my like, my core messages what, who, who I am and what my customer avatar is. Like it just it's so detailed. I've never seen anything like this before. So I like it's more of like a done for you type, right, yeah?

Ruheene:

Yeah, yes, I mean yes, we have white label agencies also who white label our app and they sell it as all sorts of things you can do done for you. You can do DIY. But, yes, the app experience itself has been designed to take away the pain of having to know what to prompt, to know what context to give your prompts, because, at the end of the day, a lot of people don't realize that the prompts that you give AI, that you use with AI, has very little to do with the formatting of the prompt. It actually has a lot more to do with the context that you give in the prompt that you add to the prompt. And that's where people get tripped up.

Ruheene:

And now I've heard this hack, if you will, where people will ask chat GPT, tell me what you need to know in order to give me a good output. Well, you're relying on chat GPT to know what kind of context it needs, and you might be surprised to know that AI doesn't always know. It knows how to take the information you give it and assimilate it and create something out of it, but at the end of the day, it's just filling in blanks. So it's just you know it's guessing as to what you want to hear, it's not actually thinking about. Okay, these are the pieces of context I need in order to create this piece of content for you that's actually going to resonate and be different from everybody else's, which is why you find that a lot of AI generated outputs are very generic and they all kind of sound the yes, and you have to go and tell chat gpt like this is really generic, and then you have to give it additional context.

Alyssa:

Yes, exactly, yeah, I don't, I don't like that. Um, that's one of the things that I, I like it, but then it's also like I have to put in my own, my own vibe, my own things into it your own voice, your own personality, your own your beliefs, who your customers are.

Ruheene:

What do you know about your customers that your competitors don't know about your customers? These are the things that ChatGPT is not going to ask you. If you tell it like, ask me all the questions you need, or tell me what you need in order to create this output, it's not going to ask you questions like what do you know about your customers that your competitors don't know? What do you do that your competitors don't do and your competitors don't know? What do you do that your competitors don't do? And your customers are thinking about this stuff, right? So your customers are trying to figure out what is the best solution for them, and if you're not aware of how you're different from everybody else, or what you know about your customers that nobody else knows, you're going to sound like everybody else, and that's why AI content sounds so similar to each other.

Alyssa:

Yes, I agree, you can always tell when it's like some of the content, um, it's just very similar and the words that are very similar. And so I just find, though, with hey levi it is so unique, like it's when I, when I try to kind of refine my messaging and chat, trying to just give me some ideas it is not at all just my personal opinion here, it's not a it's hey levi is far superior, and that's what I'm just from my own experience and you know for my listeners, you should really try out hey levi, because you'll be just as impressed as I am. Um, and I'm still working through it. I mean, there's the product playbooks, which we didn't really get too much into, but I'm still like in the brand phase, but I'm close to getting to the product playbooks, which I also am really excited to explore as well. Can you talk a little bit about that?

Ruheene:

Yeah. So you know we start with the brand, because that's where your core message, your core values, all of that comes in right your core user journey, your customer journey. They're probably going to discover your brand before they discover your offers, even if they do discover your offer before they've heard of your brand customers, most customers will check out your brand first before making a purchase. So we always want to start with the brand first. You want to nail down your brand messaging, your brand narrative, your unique value propositions at the brand level. Once you have that down, now you want to move on to your product playbook. We call them product playbooks, but it's really offer playbooks. So whether you sell a product or a service or a combination of both, it's whatever you are offering. So you want to create a product playbook for each of your offers, and what that does is it will help you either segment your audience, which can be a generic description of an audience that you know you want to target, but now you want to segment them. You want to get really deep into who these individuals are in these segments, or it'll just create a more detailed version of your brand customer avatar, depending on how you want to do this and what your offer is and how niche you need to go. It will help you create even more detailed customer avatars than you'll see in the brand playbooks, and that's really where you're getting into their inner dialogue. Like what are they thinking? Do you know the kind of words and phrases that your customers are using to describe their problem and what they're looking for, so that you can use those words in your own messaging, which is obviously a whole lot more powerful when you use their own words to merge back to them?

Ruheene:

Yeah, so it takes that you can also talk to these customer avatars. I know you said you haven't gotten to that point yet, but you can talk to your customer avatars and literally ask them what it is that they want to see in your offers. What price would they be willing to pay? Like, what do they want to see? What's important to them, what's maybe not so important to them that you've been focusing your offers on? You can ask them all of these questions and really really flesh out your offers, from the offers themselves, like the features and the benefits of the offers, to how you're going to position your offers, your elevator pitches for your offers and how to handle sales objections for these offers. It's all in the product playbooks. Oh I'm excited.

Alyssa:

That's a really amazing feature. That's so detailed and you'll get a lot farther than if you were just to figure that out on your own, because I remember doing that for clients a few years ago. It would take weeks to figure out all the things that you need for the offer positioning and all the things you need for your customer. It would take weeks to figure out all the things that you need for the offer positioning and all the things you need for your customer. It would take a long time. That's a whole process, but HeyLevi just makes it a lot faster and so much easier, so I love that. So, switching gears, we've come to my favorite segment. It's called the Brilliant Bite of the Week, and this is where my guests share an insight or a strategy that my listeners can walk away with and implement right now. So what advice can you share that will help my listeners take action?

Ruheene:

I would say, if I could attribute the companies that I've worked with you know, apple, amazon, motorola, like some of these bigger brands and the strategies that I see them using that I try to bring to small businesses, if I had to pick just one, it would be really obsessing over your customers. I know we already talked about this, but really, if there's only one thing you do for your business, it is obsess over your customers, obsess over getting to know them on a much deeper level than you know them right now. Like I challenge you to go deeper than wherever you're at, even if you have been going pretty deep already, there's always more to discover about your customers, and so my one piece of advice and my one challenge to you would be to really do what you need to do to get inside their heads. Become not just a solutions expert for them, but become a customer expert. Be an expert in the people that you serve.

Alyssa:

That is so helpful. That's amazing. Well, I just want to thank you for coming on the show today, ruin, and giving us so much to think about when it comes to our brand and messaging and customer avatar, and everything that you've dropped today is so helpful for all of my listeners today. So if anyone listening wants to check it out, please go visit HeyLevi. I had a lot of fun. I'm still having a lot of fun creating my brand and soon my product playbook, and it is a really amazing tool that I'll continue to use to help me refine what I do and what I offer. So I just want to thank you again, maureen.

Ruheene:

Thank you so much for having me, alyssa. This was so much fun, and if anyone does want to create their own brand playbook, they can do so for free. It's at heyleviai. You can sign up for a free account after that, or you can create a brand playbook even without an account, so definitely check it out.

Alyssa:

Thank you, and thanks for hanging out with us today, and I'll catch you next time on another brilliant idea. Thanks for tuning into this episode of Brilliant Ideas. If you love the show, be sure to leave a review and follow me on Instagram for even more insider tips and inspiration. Ready to bring your next big, brilliant idea to life? Visit AlyssaBelsercom for resources, guidance and everything you need to start creating something amazing.