You know who you are, and you know what products and services you offer. You’ve spent time crafting your business and completely understand the value and results that you can deliver for your clients. How does that translate into a brand identity invoice? How exactly do you channel all that work and value into a unique sound and feel that is your brand?

For those of you who really wants some practical steps with accountability and a process to follow do check out check out my Online Visibility Masterclass. This is a four-step process that I have developed in response to some of our clients feeling stuck or lost. I wanted to offer some practical strategies that helped clients and pick their brand sound. If you don’t want to go through that process, let me try and condense elements of that service into a blog.

Brand voice starts with you

You can spend a massive amount of time researching segments of the market that naturally fit with what you offer but this is vastly different from your brand voice. You are your brand; you are your ideal client. Your personality must shine through every single piece of content you put out. As a business owner you need to look at your website and be proud of the content that is on there so at every touch point of your business you look at colours, images, website, socials and even your logo and you should be thinking “yes, that’s me.

I’m proud of the way that comes across“. If you don’t feel that way, then there is a disconnect at some stage. To help you further do check out Joe’s blog “How would you describe your business to someone in a pub?” It just strips away overthinking your brand and it’s a useful piece of content in connecting you to the authenticity of your business. Last week I also talked about some examples of brand voice in my blog which may help you steer your sound.

Customer identity

Who are your customers, where do they hang out, how can you steer them towards your business? In the OV Masterclass I really try to switch this around and have the business owner think of themselves as the customer. The reason for this is fundamentally people develop a business that provides products and service in the way that they would like to be sold to. So, if you do nothing else when working on customer identity think about you, how do you buy, what are your fears and emotions and how do products and services solve this. Then look at the various touch points of your brand and ask yourself is this speaking to me? If the answer is no, then tweak them until they do resonate with you.

Content strategy

Once you have carried out that important work on your brand voice and custom identity, you should now be able to put out content that connects to both of those. There’s nothing wrong with creating social posts and articles on your website that relate to your business and are not specific in terms of your customer and client base because you are still visible and generating brand awareness but possibly not getting specific or targeted with your content in a way that sells. That only happens once you have gone through the first 2 steps.

SEO and content marketing

We know through our experience in online marketing and sales content that SEO and content are the two constants in online marketing. If you have read through this blog and are thinking I know this, I just want to start getting my website visible with branded content then just jump straight to Joe’s service and get started.

Published On: May 5th, 2022 / Categories: Marketing Strategy /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.