|"...CAN YOU HEAR ME NOW?"---VERIZON
And it's more crucial now than ever before.
Here’s a vital statistic to consider: according to Statista.com, the number of bloggers is expected to reach 31.7 million in 2020.
With this type of competition, bloggers will need to make sure that their brand messaging is clever, credible, creative and consistent.
In other words...It's not just what you say, but how you say it that matters.
Which brings us to the essence of today's post.
Before we address how to become more effective and successful in your brand messaging, let's explore what it is.
According to ErvinandSmith.com: "Your brand messaging strategy is a combination of several branding elements. It defines how you plan to position and differentiate your brand within the competitive landscape by communicating a unique value proposition through a unique brand personality. In short, your brand message strategy says what’s special about your brand and it’s personality."
Translated? Brand Messaging takes into account your blog design, your slogan, your social media profiles, your business cards, your products, your writing style, your mission statement and your overall public image.
It's how you communicate with clients, readers and potential investors.
Now let's look at how inconsistencies and irregularities in brand messaging can sabotage your efforts, compromise your image (and adversely impact your bottom line).
Overpromising and under-delivering
It's a simple mistake that I witness far too often in my online reading. And one that is easily rectified.Your blog's "About Page" states that you update your site 3X a week. But, really it's more like once a month or whenever the mood hits you. Which is totally your option. But be honest about it. If not, it "communicates" that you're either not reliable, not fully committed, or you have problems with counting. Don't set up unrealistic expectations. Granted, sometimes things happen that are out of our control that may prevent us from posting: illness, death, holidays, etc.
Still, try to be reliable as much as possible in building your brand. Reliability breeds trust.
Trust breeds good business.
On your website you boast that you make a good buck in your practice. And that you can help other writers to do the same, if they sign up for your blog updates. Yet, you claim in your writers' submission guidelines that you "can't afford to pay for guest posts at this time."
Huh? If your business is flourishing and you advocate for writers being paid for their talent and time, why not be part of the solution, rather than the problem?
Those that talk the talk, need to walk the walk.
Being more promotional than helpful in your interactions
Not recognizing the concept of W.I.I.F.M. (What's in it for me?)
There's a lot of "noise" on the Net. And your goal is to be heard above the chatter. True?
One way to achieve this is to offer readers resources, needed answers to their pain points and entertainment value for their time. Don't just sell like hell.
A "bland" brand
Failing to inject humor where applicable; being fearful of addressing controversial topics; not being original in your writer's voice or blogging approach.
For example, when I first started out, I tried to please EVERYBODY. I sought to avoid anything that might alienate others, including: religion, relationships, opposing views, etc.
Then I realized that one of the best things about being a scribe is presenting one's own individual perspective and life's experiences. Some will dig me. Some won't.
But, in the lyrics of Sammy Davis Jr.: "I've gotta' be me."
You should be you, too. :-) Just make sure that your humor is tasteful and that you respect differences when engaging with others in public forums.
Remember...Vanilla is great as a flavor of ice cream. A "vanilla" brand? Not so much.
For bodacious branding that resonates and connects with today's busy readers, follow these four timely tips. "Say what you mean and mean what you say."
Thanks for reading, folks.
Thoughts? Agree or disagree?