If you’re an avid reader of this blog, you’ll notice one thing about my last post.
Yes! If you read that post you’ll notice I wrote it in a way that’s different from most of my other posts.
If you indeed noticed that then this tutorial is for you. If you hardly noticed it then you can have a look here.
Alright. So today we’re going to talk about how you’re going to create a brand voice that identifies your brand. And your content.
You’re going to learn How to find your brand voice, create connections and inspire your audience to take action.
So to really understand what we mean by brand voice, you’ll want to ask yourself: if a reader of my stuff sees one of my blog post on LinkedIn, Facebook, Medium without my picture or link, would they realize I’m the one that wrote the post?
Is there anything that would make them say something like: oh this person writes or talks exactly like Victor?
Of course, I’m not saying you’re the only one writing exclusively in a certain way but there’s certainly something distinct about your writing style. Or the way you produce your content.
This distinct stuff is what we’re talking about here. So can your audience spot it out? This is the big question you should ask.
But before we talk about creating your brand voice I want you to understand that your brand voice is not just about you…
So there are certain things you’ll have to consider before creating your brand voice…
Things to consider before creating a brand voice
1. Audience. Before creating your brand voice, you’ll want to ask yourself who are my audience. What segment of this audience am I targeting with this post?
In the real world, if you’re making a presentation to the board of directors of a corporate organization like Apple, there are certain ways you’d want to communicate with them so they can really listen to you.
You won’t want to communicate with their new staff exactly the same way even when they are in the same establishment.
Same goes with an audience like college students for instance…
If you want to really get them interested, you won’t want to communicate with them the same way you’d communicate with their Vice Chancellor.
This is the same way it should go with your content marketing effort.
Before you create your brand voice, think about your audience. You have a general audience. And within this audience, there might be some sub audience.
So the smart way to create a brand voice that works, is to divide your audience into different segments (if any), based on their specific needs…
Then find a way to create a pattern of communication that all of them can relate with in your content.
This will lead you to answering questions like: Should I create a more formal pattern of communication? Or something more chatty and informal?
Should I use some industry slangs or not?
2. What’s their pain point? So the next thing you’d want to consider before creating your brand voice is the specific needs of your audience. That’s their pain point which your post is supposed to solve.
Ask yourself, what do I want to help my audience achieve with this particular post? And what’s the best approach I can do this?
Now, this takes us back to my last two updates here… I created those stuff in a different way. Because I wanted my audience to have a different feeling.
OK. So at that point, I was writing to a specific segment of my audience. With a specific pain point.
I wanted them to take action differently. I wanted to push them off their seat so I needed to use a different approach where I can infuse the emotion that will create a certain feeling in the posts.
Can I tell you something?
At this point, you can’t really communicate with a job applicant who’s about losing his accommodation to unpaid rents the same way you’d communicate with a final year college student who’ll be looking for a job in two years time.
There are certain adjectives that will work with these groups based on their level of need. So it’s a good thing to have this in mind while finding your brand voice. If you really want to create a connection with them.
3. What segment of my audience am I addressing? Most content marketers will tell you: hey you must have a single identifiable brand voice.
That’s not correct. Unless your niche is so tiny that you’re targeting a very distinct and static audience whenever you create your post.
In most cases, that’s not always possible… Because there are always some sub segments when it comes to audiences.
The basic thing you should know is that there’s need to have a brand voice first… Like a general brand voice. This is a way of communication where the majority of your audience will relate with.
After that, you’ll have to realize there’s no hard and fast rule about creating a brand voice…
This will lead you to understand that if you really want to write content your audience can relate with, you’ll have to tweak your brand voice to meet the particular segment of your audience you want to meet at the specific time when, the need arises.
Like I mentioned earlier, even when you already have a distinct brand voice, there’s going to be some few instances where you’ll have to tweak your brand voice when you’re addressing a different segment of your audience.
For instance if your content is focused on helping job applicants find job opportunities, you may have more than one sub segments of an audience to address.
There may be times you’ll be creating content specifically targeted at fresh graduates.
There might be times you also want to target people moving from one job to another.
These are sub segments of your audience that may need you to tweak your brand voice. Add more of certain adjectives. Play with some words if you really want to connect with them.
That’s what I just did in the posts I mentioned earlier.
On a good day, our brand voice here is distinctively engaging, conversational and easy to understand…
But in this case I needed to change that. So I can pass across a different message.
4. How should I pass across the message? Now, here’s one thing you should know. Your brand voice will achieve two things for you and your audience.
It will either create a connection or create a disconnect with your audience.
Take for instance. If you’re producing a video content, you can’t start smiling when you’re talking about an obituary. Because it won’t create the right connection with your audience. And no one will take you serious.
Same way you can’t raise your voice when you’re trying to encourage a cancer patient to take Her medication.
You see why I first mentioned that you need to find your audience first?
Until you find your audience, you cannot create the right connection. Until you create the right connection, you can’t inspire people to take action.
There are certain ways you can use your brand voice to connect with your audience and inspire actions. But you’ll have to find your audience first.
And then following the measures above will help you create content they can connect (relate with).
Remember that when people relate with you and your stuff, it creates a common ground between you and them, breaking their natural personal barriers in the process.
It’s more like finding a new friend you share some hobbies with.
As they consume your content, they begin to feel like you really know what they want.
And then when you create a call to action, they will easily be moved to take action because this is coming from someone they can connect with.
You see, your audience play a very important role in shaping your brand voice. Because it’s all about them.
They are the reason you are writing this post so you should be able to create content that will connect with them effectively if you really want to achieve success in content marketing.
As a parting shot, I want you to understand that creating a brand voice your audience can relate with is one of the first steps that will help you create content that people will read.
As part of our efforts here, At Our Smart Blogging College, we help Marketers like you create content that inspires connections with their audience. So you’d want to consider joining us if you really want to create content that inspires connections in a few simple steps.
This is to many more years of creating content that inspires connections.