How far do you take your branding?
Do you settle on a nice logo, catchy color scheme, a cool design, and call it good?
Or do you immerse yourself completely in your brand like a truffle that’s coated in chocolate?
The more you can immerse everything you do in your brand, the more effective it will be. But just how far can you take your branding, and is it even possible to brand more than just your marketing?
Let’s look at your writing; something most people wouldn’t think about branding.
Is it possible to brand your writing?
Successful authors know that in order to make their writing interesting, they need to develop their own writing style or voice that is unique to them. And once they settle on a style, all of their writing uses it. To put it simply, what they’re doing is building a brand for their writing.
Carrying your brand over to your writing helps you in several ways.
It keeps your writing focused and on topic. By branding your writing, you’ll find it harder to drift into unrelated topics that only confuse your audience.
It helps you develop a writing style. By creating a brand for your writing, you develop a style, voice, and format that will be uniquely yours and make your writing more interesting, and recognizable, to your audience.
It keeps things consistent. Infusing your brand into your writing keeps your writing consistent with your other brand elements. The key word here is consistent. You want your writing style to match the rest of your brand.
How to brand your writing
Now that you see some of the ways branding your writing can help. Let’s look at a few very simple ways to do it.
1. Choose topics that relate to your brand. There’s no need to confuse your audience by writing about topics that don’t relate to your brand. For example, if your business sells fishing tackle, then writing about beauty supplies makes no sense – unless the newest hair conditioner works great for polishing your fishing lures.
2. Choose a voice for your brand. Is your brand sarcastic, playful, or straight-laced? Choosing a voice for your brand can enhance its style, and help your audience connect to it better. For example, if your brand is somewhat laid back and casual, a voice that’s more conversational and even a little snarky can enhance that casual style.
And for those who don’t know what a writing voice is, it’s the style or “tone” you write in. Ideally, the voice for your brand will also be your own natural voice – the writing style that comes naturally to you.
3. Be selective with your wording. Sometimes the words you choose can make a difference too. Always be as concise as possible when you write, but also keep your brand in mind. If your brand is elegant and sophisticated, using slang terms wouldn’t fit with your brand.
4. Be consistent with your formatting. When you write, do you always use subheads, lists, or pull-quotes? Do you find yourself gravitating toward long articles or short ones? Which work better with your audience? Purposely sticking with a format you select helps your audience feel more “at home” with your writing.
For example, posts on Copyblogger all have a very similar structure to them, regardless of the topic. As a result, their readers feel like they’re reading content from a single source rather than a mix of styles from several authors, (even though many different people write for Copyblogger, including myself).
5. End your blog posts the same way. How do you end your blog posts? Do you ask for comments, use a specific phrase to sum up the content of the post, or just leave the reader hanging? Decide what action you want your reader to take, and always close your posts out with that.
The bottom line
Branding is all about providing your audience with a consistent experience whenever they interact with your brand. When they read blog posts, articles, or reports you’ve written, they are interacting with you, and you want to make sure that interaction is consistent with your overall brand.
By purposely setting some standards for your writing, and selecting specific details you will work into each post, you can actually infuse your brand into your writing.
Got a favorite way you work your brand into your writing that I didn’t mention above? Share it with everyone in the comments below!