5-minute branding

Putting a consistent “voice” into your writing is an essential step to having a memorable online presence.

This 5-minute practical exercise will help you get there. Ready to improve your writing?

• The 5-minute branding exercise
• My results
  • Teacher not preacher
  • Cheeky geek
  • Attitude of gratitude
  • Relentlessly helpful
• Why is this branding exercise important?
• Using your brand values in your writing
• Putting your brand everywhere
• Bonus tips on finding your voice
• Let’s wrap up

Here’s an audio version of this post:

The 5-minute branding exercise.

Do this:

The exercise reveals the values and behaviours that sum up you and your business. These are the elements that should form the basis of your “voice” whenever you create content.

My 5-minute branding results.

I’ve done the branding exercise myself. Here’s what I came up with.

These are also the building blocks for my Content DNA.

Why is this branding exercise important?

The list you make from the above exercise is your fast track to being memorable.

Use the values and behaviours whenever you write content for your website or in any other communications that real or potential customers might see.

Everything you produce has to be in service of your ideal customer. But it’s also essential that you have a consistent and recognisable ‘voice’ in what you write.

Your written voice is what makes you memorable when people find your business online. And being memorable means your clients are more likely to choose you instead of your competitors.

Don’t just take it from me. Check out what my web design buddies Martin and Lyndsay say about this on their podcast:

Make Your Mark Online – episode 4 – How to find your tone of voice

Using your brand values in your writing.

Once you have your list of 4–5 items, write them on a post-it note.

Whenever you write an article or any other significant piece of content for your business, use the note as a checklist.

Is your writing consistent with most or all of the items on the list? If not, tweak the content until it represents the right voice.

After a while, this becomes second nature and the post-it note can hit the bin. But to start with, it’s a good way to put some discipline in your writing.

Here’s an example from an editorial colleague, Hazel Bird:

Really useful short exercise from @espirian: https://t.co/twjmuZorpt. Here's what I came up with! pic.twitter.com/3FCTxiOoPi

— Hazel Bird (Wordstitch) (@WordstitchEdit) March 28, 2018

Putting your brand everywhere.

Think beyond the main pages of your website. Your brand values should appear everywhere. For example, add some personality and your brand voice in these places:

• about page
• error 404 page
• privacy policy
• terms and conditions

And it’s not just your website that could benefit from your brand voice. How about putting some love into these other areas, too?

• business cards
• email signatures & out of office messages
• invoices & compliments slips
• quotes & proposals
• voicemail greetings

If your reader expects something dull and boring but you give them content that’s tuned just right to your brand, they’ll be impressed.

One more website tip: think about micro copy, the little snippets of text on your buttons and in status messages. Use every opportunity to stand out.

Bonus tips on finding your voice.

You can’t read the label of the jar you’re in, so you might need external help in understanding your true values.

Here are a few sources of inspiration:

• look at past content: are there any of your old articles that you’re happy with and that you feel represent you well? Read them again with fresh eyes. What values come out in the writing?
• review your emails: there’s gold lurking in your inbox and sent items folders.
• ask friends & colleagues: pay attention to what others say about you and your business, and ask them for their opinions.

Let’s wrap up.

Branding is about more than these values and behaviours. There are logos, colours, fonts, web designs and all sorts to consider.

But while the visual part of a brand is important, there’s no substitute for having a clear and consistent voice in your written content.

Continue the business blogging guide

This post is part of my definitive business blogging guide.

Previous step

​ Consider your ideal audience

Next step

Think about time constraints ​