You often hear bloggers and creative entrepreneurs talking about personal branding, finding your superpowers, and writing with purpose. Did you know that all this fun stuff can make your writing so much more juicy, compelling, and engaging?
Everyone and their grandma have a blog now. But what separates a blog that’s readable from one that’s engaging and compelling?
How do you differentiate yourself with brand personality?
You can make your writer’s personality more compelling by infusing it with inspiration outside of blogging, writing, or what you would typically consider normal. What you want isn’t something that’s normally accepted as, “Oh, this makes sense.”
But you want something that while a little “off the tracks” still meshes up with your brand topic seamlessly. Krista here at Blog Beautifully does this by infusing her business about blogging with “woo-woo.” While it’s not normally something you see in blogging talk, it’s her differentiation.
Many bloggers and creatives talk about the same topics, but what makes your brand different is the personality you develop in your writing. Krista talks about “aligning with your intuition” and “manifesting your superpowers” in relation to blogging, and that’s part of her brand lingo.
Your writing isn’t limited to your blog only, of course. You want your brand personality to be cohesive across all your social media channels, blog, emails, and even video — if you’re that kickass ninja who wants to do it all.
So how do you make all your brand touch points cohesive with one another?
Here are a few factors to look at.
Brand character and hero
My favorite way to infuse more personality into my writing is to write as if I was another character. The goal is to choose a fiction or even a real-life figure that you admire and begin writing as if that character or person was doing it.
A few questions to ask yourself are:
• Who is your favorite fiction character or hero?
• What kind of qualities and characteristics does he or she possess?
• What topics do I write about?
• How can I pair up my topics with these characteristics?
Here’s an example,
My brand character is a “ninja.” I’ve always secretly wished that I could employ ninjas who were smooth, slick, and could get shiz done.
Ninjas kickass and some of their characteristics are secretive, smooth, and effective. I’m a copywriter who writes website copy, sales pages, and email sequences for clients.
My clients know that sales pages are an important part of their online business and website copy. Who doesn’t want a smooth sidekick ninja who helps them connect with their customers 24/7? In this case, the sales page is the sidekick ninja who doubles as your sales employee!
Brand language and lingo
Brand lingo is the language your character would use. Of course, you’ll write like you normally do. But with your brand character, you can get away with using certain words that businesses and blogs in a similar niche wouldn’t. For example, because my brand character is a ninja, I can get away with using words like, “battle”, “cops”, and “kickass.”
For example, my email signature says something like this:
“Want an About Page, sales page, or email sequence crafted and polished for ya? You know those are important for your business. Don’t be shy, ninja, shoot me an email. Don’t worry, I won’t call the cops on ya.”
When I first decided on this email signature I was afraid I was taking this too far. But I haven’t gotten any complaints so far. And even when you speak like your brand character, you’ll still want to remain conversational. Not like you’re talking to an entire audience, but like you’re talking to one person. A friend, perhaps.
Your brand language is important and sure, it won’t connect with everyone. I remember way back in the days when I updated my AIM status (Yeah, remember back before there was Facebook?) with something along the lines of, “This is the beginning of very long battle.”
And someone asked me how I come up with my statuses because of course, I wasn’t really going into a physical battle. It was only an analogy, but she couldn’t connect with it.
Not everyone will connect with your brand lingo. And that’s totally cool. In branding and targeting your audience, you want to rally the right people as much as you want and keep the wrong peeps at a sword’s length.
Not too many people talk about brand archetypes. Perhaps the term itself is a tad bit intimidating. What it really means is that at the bottom of your brand, how do you want to connect with your audience?
There are several common archetypes to choose from like coach, entertainer, educator, and charismatic. Coaches are a blend of being a wise teacher and best friend. When you write, ask yourself: when I’m communicating and connecting with my customers, what kind of authority role do you want to play?
Wise teacher, best friend, big sister, or traditional authority?
When you’re just getting started on fleshing out your brand personality, follow these steps:
• What are my favorite influencers? How do they communicate info to my head?
• What role do I play when I’m with my friends, co-workers, or family?
• If you don’t know where to start, start by imitating. Your style will evolve as you write more.
As much as society tells you to be a rational and logical thinker, people learn best when there’s an emotional element to what they’re learning. I love taking personality tests and according to the Myers Briggs test, I’m a “thinker” not a “feeler.” But I can’t help it, I still learn best when there is some form of feeling and emotion involved.
When people are buying, they are looking to have a problem solved. A pain alleviated.
Start by following these steps:
What do I want my customers to feel? Be specific about the emotion. For example, “feeling good” or “feeling bad” isn’t specific enough.
What are people in my industry appealing to? Take a peek inside Amazon products and see if you can draw some ideas and inspiration.
For example, let’s say you have the pain of writing a blog. You’re looking to buy a course that teaches more about blogging. Which influencers’ story would appeal more to you?
Mary who said,
“I have been blogging for 20 years and have been doing it successfully. Want to replicate my success? Buy my course.”
Or Shirley who said,
“When I started blogging, my writing was dull and my blogging schedule was inconsistent. Sometimes I would just write once a month and other times I could go four months and not put up anything. But one day, I sat down and began to think about my content strategy moving forward.
I knew that if I wanted to kickass with this, I needed to carve out real time to write each week. So every Sunday, I sit down and tell myself that for the next 3 hours, it’s writing time. This is my productive editorial calendar strategy that I’ve been using for over a year, and I’m sharing it with you for only $29.”
Which piece of copy do you connect with more? Mary’s or Shirley’s?
Of course, Shirley’s right? Is it because Mary’s product is worse than Shirley’s? Not necessarily, as we haven’t seen either product yet. But from the copy we read, Shirley was able to articulate and connect with her people while Mary only cared about her own success.
Shirley’s copy was able to connect with her customer’s pain because she has “been there and done that.” She started off her copy by painting a picture of what her blogging life was like before she had an editorial calendar. Many first time bloggers can probably associate with this messy phase where they’re super frustrated.
Shirley then continues her story to say that she now “carves out writing time” — and that’s the turning point of her pain. Right after that, she wraps it up by sharing an effective strategy that works, showing people that there’s hope!
On the other hand, Mary’s copy appeared like she was this perfect human being who never had any problems. Her copy didn’t connect with people because if blogging life was all rainbows and unicorns, then new bloggers wouldn’t need to buy a product like that in the first place.
She didn’t make bloggers feel anything; she was just communicating information right across the line. Her copy made new bloggers suspicious, “Okay, that’s good for you. But I’m not successful like you, will your product work for me too? Or is it only made for people who are natural-born bloggers?”
So when you’re writing, make sure you’re driving your people towards a story that matters to them. They will want to follow as they read and get to the end. As a side note, positive stories usually perform better than negative ones.
Tying all your brand touch points together to make one cohesive brand personality
Your brand has many touch points: Instagram, Facebook groups, Facebook page, Twitter, Pinterest, Snapchat, your blog, and your email list. They are all touch points where your brand personality should exist.
That’s not to say you need a presence on every platform. I still don’t have a Instagram account because I don’t have time to run one.
But for the platforms you do have, you want your brand personality to be cohesive on all of them. To achieve this, you can evoke your brand character, lingo, archetype, and feelings – even though your goals will be slightly different on each platform.
And one of the worst things I’ve seen when it came to brand personality is to be all girly on your Instagram, but be street and badass on your blog. At some point those two extremes might mesh, but be careful if the two distinctions are as different as black and white.
At the heart of a blog, the goal is connect with your readers using compelling and memorable content. It’s not just about consistently putting out 1-2 blog posts a week and just following the rules for the sake of it. It’s about writing with purpose and actually being helpful for your audience.
Each blog post should have an intro that immediately hooks in a group of readers, body filled with valuable info and substance, and outro with only a single call-to-action.
I know how important it is to draw people in with a headline or intro. If you can’t draw them in with your captivating headline, they won’t be read the rest of your copy or blog post — as valuable as it is.
About the Author
Judy is a copywriter who writes clear, purposeful, and conversion-driven copy for your website and emails. Planning to dominate with a compelling About page, sales page, or email funnel? Get access to her audio recording and start crafting a promising headline in less than 3 minutes!
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