To shine a light on what sets your brand apart from the rest of the world, we recommend uploading content to your website on a regular basis – showing your readers who you are, what you stand for, what expertise you have, and how that expertise can benefit them. And one the best kinds of content to help you grow your brand? You guessed it: blogs
Blogging can be your secret weapon in gaining a loyal tribe that is always hungry for more content. At the center of your personal brand is you, and at the center of you is your voice. Blogging is how you show the world your voice – how you show them who you really are.
If you overthink it, blogging for your personal brand can be overly time-consuming and downright difficult. BUT if you stay true + honest to yourself, who you are, what you want, and who you want to reach, blogging can be as easy as adding an entry to your secret diary.
So, how should you go about writing blogs for your brand?
First Things First: Find Your Voice
A huge part of your identity as a brand is finding + utilizing your voice. I cannot stress that enough.
Have you ever heard a song on the radio that you’ve never heard before but knew it was from a certain band because of the music? Or seen a painting and knew it was painted by a certain artist because of the style? That’s essentially what your voice does for your brand. You want your audience to recognize you even before they see your face plastered at the top of the page. If I hear someone say “hey sis…,” I’m going to automatically think Rachel Hollis. Or “be kind to one another” – Ellen Degeneres. If you’re not careful, you could accidentally end up with a random assortment of voices, none of which fully encapsulate your brand, and together send mixed signals about who you are.
The most important thing to remember when creating a brand voice is that you’re not trying to create an inhuman or fake voice. In fact, all you’re trying to do is to be consistent with the voice you use on a day-to-day basis. Authenticity is something we all value. From the authors of our favorite books to the influencers we follow on Instagram, one thing stays consistent: their authenticity. Why? Because people love authenticity so don’t worry about trying to be someone who you’re not.
If you’ve lost your writer’s voice over the years, don’t worry – we’ll find it! The first thing you need to do is understand your target audience – or more accurately, who you want your target audience to be. Are they business executives who want to hear a firm, authoritative voice, or are they moms with whom you can be more playful and quirky?
Next, think of your brand as a person. Now, let’s say you’re about to introduce your brand to a friend of yours. How would you describe it? “This is my friend TheModernMami, she’s surprisingly open, inspiring, and a force to be reckoned with.” Come up with 3-5 phrases that describe your brand and then expand on them. Think about what those traits mean to your brand, how you can integrate them into your content, and how they will come across to your tribe. And if you’re still stuck, just ask people that follow you. Ask people that know you. What do they say about you?
Once you have a clear idea of what your brand voice sounds like, you can start writing content that expresses your true voice and gives the right impression of your brand. And remember: you are your brand. That means that when you’re defining your brand’s voice, make sure to stay faithful to yourself.
Step Two: Dress to Impress
Remember your last job interview? Your hair was on point, your outfit was modern yet professional, and your favorite perfume drifted in the wind. And why do we spend so much time perfecting ourselves? Because, whether we like it or not, first impressions matter.
Your website is the world’s first impression of you, so make it a good one. Your website only has 50 milliseconds to make a good first impression. It doesn’t matter how good your content is; if your web design is lacking the proper TLC, it’s going to hurt your brand. Your website should be easy on the eyes and draw people in. And now that most people are using their phones to surf the web, your site MUST be mobile-friendly. Or else, you can kiss you SEO goodbye.
After you make your best first impression, you’re not quite off the hook yet. 38% of people will stop engaging with a website if it’s content or design is unattractive. That means that, while your first impression is the most important factor, you can’t just give up after designing a stellar homepage. Think back to that job interview: you may look fabulous when you walk in, but you have to continue to impress before you can get the job.
Pro Tip: Take a look at this list of quick website facelifts:
- Make sure your images load quickly – nobody’s going to wait around for your pictures to load so make sure that your website’s loading time does not exceed two seconds. Check your loading time here!
- Design your website with a good aspect ratio – most people report liking wider ratios, but make sure you can make it compatible with taller mobile screens.
- Make sure your content pairs well with your design – whether it’s pictures or written content, make sure it flows well on your website and matches your design.
- Integrate a Call To Action (CTA) – let’s be honest: we like to be told what to do. So make sure you have a clear CTA on your homepage that invites users to hand over their email address.
- Create content that is optimal for online reading – nobody wants to read content that looks like a never-ending college research paper – especially on their phone. Space out your content, include headings to separate text, and leave your visitors with an airy feeling.
Pro Tip: Find out how to build a complete website for blogging from scratch through my latest free guide. I slow it down and break it down for you in an easy-to-read roadmap to putting your voice online.
Step Three: Don’t Write Anything You Wouldn’t Read
Constantly under the pressure of creating and publishing new + relevant content can seem scary – I know. But blogging is crucial for your brand to connect with your tribe.
You have to come up with new ideas frequently, write about them, edit them, re-write them, edit them again, post them, and then sit anxiously waiting for activity and responses – like I said, scary. But you have to remember that people follow your brand because they want to hear what you have to say. Did you catch that? I said, they want to hear what you have to say.
Believe in yourself and have confidence that your tribe is anxiously waiting to hear from you because they care about what you have to say. The more you write, blog, and add content to your site, the more you’re fine-tuning your brand. It might seem like an uphill battle but think about it this way: if you commit to blogging once a week for at least six months, you’ll have a whopping 24 blogs!
When you write blogs, chances are that you’re going to be doing a lot of research to put together some awesome content. This means that, as an added bonus, you’ll learn even more about subjects that are relevant to your brand and your tribe. And here’s the cherry on top: all this research will inspire TONS of future topics to write about as well!
Pro Tip: If the pressure of coming up with a new blog every week is stressing you out, try reserving an hour out of your day for an intense brainstorming session. Jot down your ideas on a notepad and schedule your time to write. You can also write your blogs weeks in advance if you happen to be inspired or just find yourself with some extra time on your hands. That way, you have some “emergency blogs” for those weeks when life gets in the way.
Step Four: Feed Your Branding Family
It’s not over yet! Next, you’ll need to promote your blog and converse with your tribe. Use your social media platform of choice to share your blogs and ask your tribe for their thoughts! Respond to every one of their comments and show them that you really care about their feedback!
Listen to and consider their thoughts about what they liked, what they didn’t like, how they do or do not relate, and what possible blogs they would like to read from you in the future. Something as simple as a comment can give you valuable insight into how your audience is receiving your work; giving you the chance to tweak things for the future.
Engaging with your tribe is so important. You need to show them that you are more than a voice on the internet, but that you are a real, authentic person. Be fun, be full of life, but most importantly, just be yourself.
BONUS: What in the world is Guest Blogging??
Add guest blogging to your branding war chest because this tool is just too valuable to ignore. Guest blogging is a phenomenal way to expand your following and improve your domain authority. Find other brands who share a common interest with your brand and ask to write a guest blog for their website! Who wouldn’t want free + relevant content?!
Guest blogging introduces new audiences to your brand while creating priceless backlinks to your website. Just ask SEOers out there, they’ll tell you backlinks are to-die-for. Remember that guest blogging can be a two-way street, so don’t be afraid to ask them to return the favor with a guest blog on your website!
Blogging is one of the easiest + most important ways to let your thought leadership shine through.
Always make sure that you’re staying true to yourself and sharing your thoughts with the world in a genuine, honest, and meaningful way. In no time, you’ll watch your brand grow bigger and better than you’ve ever dreamed, right before your eyes. I can’t wait to see that brand that you can become.