Part of finding your ideal customer is knowing what your brand is and how to express that brand in your content. Without specifically defining your brand, it can be difficult narrowing down and connecting with your brand’s potential customers or clients.
Here are five ways to find and express your unique voice or brand when it comes to creating your businesses multi-media content.
Take A Good Look At Your Content So Far
What has been your overall message? What audience are you talking to most? What audience do you want to be talking to most? Is there a gap between those two audiences? What content really grabs you emotionally? Which content is the same as your competitors?
Answering these questions will help you get closer to knowing what works and what doesn’t when it comes to making a deep connection to your ideal audience. Sometimes businesses copy other businesses content style only to find that they aren’t attracting the right audience. Knowing who you want to attract to your business and then crafting content that will appeal to that audience will go far in building a strong brand and loyal customers.
Describe Your Brand’s Voice In 3-5 Words
If your brand was a real person how would you describe that person? How does your brand express those 3-5 words to its clients and customers?
Think about your brand and what message or feeling you want to convey to your potential customers/clients. Envision your ideal customer/client. Who are they? What do they want? What do they need? What kind of work do they do? What are their personalities?
Brainstorm and write down every word that you feel describes your brand’s voice. Is your brand uplifting, serious, loyal, focused, educated, street smart, self-taught, motherly, or… ?
Once you write down every word you can think of that accurately describes your brand, look at the list and circle the 3-5 descriptive words that hone in on the true feeling of your brand’s voice. Think of those words when you and your team are creating content for your brand and create content that hones in on those qualities. What would someone who possessed those 3-5 qualities write to your customers? Look through that person’s eyes and ears when creating content for your brand.
Ask Yourself Some Questions
What are you trying to accomplish with your brand? How do you help your customers/clients? What is the mission of your company/brand? What core values do you and your company have?
Answering these questions will help you figure out what your brand’s objectives are and what objectives your customers or clients have. If they are in alignment, which we really hope they are, then you are on the right track towards creating content, products, and services that your ideal audience wants and needs.
If you should find that your brand’s and your clients’ objectives are not quite in alignment, then reassess what it is you are trying to accomplish. Are you targeting the right audience for your products and services? Does the content you’re creating need to be tweaked or changed completely to align better with your ideal customer?
Once you get your message, mission, and audience on the same page, make sure that every bit of content you create is content that fulfills both your brand’s objective and that of your ideal customer.
Express Yourself Accordingly
Create a plan of how the brand will express itself to make those core values and missions known to your ideal audience.
What vocabulary will be used regularly to convey the brand’s unique voice? What feelings are going to be conveyed on a regular basis? What type of content will be used convey those messages? How will you show concern and compassion for your unique audience? How will you let them know that you understand their pain points and you have the solutions for them?
Once these questions are answered, you’ll have a clear picture of what you need to say and do to make sure communication is unhindered between your brand and its ideal customers.
Make Sure Everyone In Your Company Understands And Communicates Your Brand’s Message The Same Way
Your company is made up of many moving objects and and that includes the people you hire to help you run it. You must make sure that everyone on your team understands what the brand is all about and everything they communicate internally and externally is uniform when it comes to the brand’s unique voice.
Define the type of vocabulary, images, colors, music, and formats to use in communicating with potential customers, current customers, clients, employees, and contractors.
Making sure everyone is on the same page will make sure that your brand is continuously cohesive and clear, which in turn will make sure that the type of audience you attract is perfect for your brand.
It may take a little work upfront to define and work through these 5 steps but once it’s done the first time, it will only need to be reviewed every couple of months to make sure all branding is uniform or whenever it is decided that your branding needs a change or tweak.
