The importance of personal branding cannot be stressed today. It’s how you differ from other people with the same talents and abilities. This is how you allow the world to hear your unique voice. It is practically essential for any professional who wants to survive in today’s job and business market.
However, there comes a time when you want to transition from your personal brand to a business one. You’ve finally broken your mark and now you want to take it to the next level. And one of the important things to consider is how your brand voice will change.
What exactly defines the voice of a brand? It’s up to you to create it, but here are some important points to consider:
• Your brand voice should be one that your target audience relates to
• It must reflect the culture and values that your brand stands for.
• It has to be consistent across all channels.
As a personal brand, your target audience is likely to be hiring managers, companies, job recruiters, clients, etc. But as a business brand, your goal can be much broader, encompassing different groups and demographics.
That’s why you need to adjust your brand voice to this new target audience. You don’t have to do a full 360, but you do need to start thinking about your new target audience and what voice resonates with them.
How do you adapt the voice of your brand to your audience?
1. Consider how they think.
2. What are your wishes? Needs?
3. What do they value?
4. How do they speak?
One of the best ways to connect with your target audience is to use their language. As a business brand, you need to be able to adapt to the needs of your audience and speak to them on the same level. Because if not, how can you convey your message to them?
Also, as a brand, you may no longer be able to manage all of your communication channels. You may need to delegate and let others do tasks for your business, such as customer service, managing your social media accounts, and even attending client meetings. These people will represent your brand to others, so their voice will also be part of your brand. Therefore, it is essential that their culture and values align with yours, and that your voice can easily represent the brand voice of your business.
You should also consider your brand’s tone of voice. As a personal brand, it’s okay to be more personal, more casual, and use a less serious tone. As a business brand, you can still use a less formal tone in your brand voice, but it should align with your target audience. If your target audience is primarily professionals and other business people, for example, then you should probably fit a more formal tone into your brand voice.
However, transitioning your brand and brand voice takes time. It doesn’t happen overnight. It takes careful planning, a good strategy, and the right timing. Don’t be afraid to seek advice, you can always ask people who have been down the same route. And remember, once you’ve found your new brand voice, always make sure it’s consistent across all channels and reflects your brand culture and values.
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