The Key To Consistent Brand Messaging
If you started your own business as a Health Coach, then you have also simultaneously created a brand for your business.
A brand is composed of the many perceptions of those who have interacted with the business in some capacity. For you, this could be your clients, your audience on social media, or the readers of your blog.
Each of these people associates certain emotions and memories with the things you have shared or provided to them through your work. Consistent messaging allows you to strategically craft the brand you desire and remain aligned with your mission as a business owner.
WHY CONSISTENCY IS IMPORTANT
Not only does consistency allow you to intentionally build a brand for your business, but consistency also allows you to become known for something.
For example, if one of the topics you talk about often is gut health, people would begin to view you as an expert in gut health and trust you as a reputable resource. By staying consistent in terms of when you share content, you will also become part of people’s routines.
They will get used to reading your newsletter on Thursdays or cooking your latest recipe every Wednesday night. A clear, focused brand will stand out and remain top-of-mind for those who encounter it.
HOW TO ESTABLISH CONSISTENCY
STEP 1: WHAT DO YOU WANT TO ACCOMPLISH?
The first step to establishing consistency is to clarify what it is you intend to accomplish through your work. In other words, what is your vision and what is your mission?
Your vision is future-oriented, and the ultimate goal you are hoping to achieve. It’s a broad, overarching picture of success as a company. Your mission is what you are doing today in order to realize your vision in the future, including who you serve and how you serve them.
STEP 2: WHAT DO YOU WANT TO SHARE?
Determine 4-6 categories of topics you will share about as a brand. Each category should somehow relate to your mission and, most importantly, be helpful for your ideal client.
For example, if your ideal client is a busy young professional who is single and lives alone in the city, she may not be interested in “kid-approved” recipes, but she would probably love fast, one-pan dinners to whip up for herself after a long day of work.
These topics should be broad enough that there are multiple things you can talk about within that category, but not too broad where your messaging becomes scattered.
For example, Gluten-Free Living allows you to talk about everything from the benefits of eating gluten-free to sharing gluten-free recipes, and your favorite naturally gluten-free foods. This is a great category; there are a lot of directions you could take, but they all are centered around the concept of a gluten-free lifestyle.
Healthy Living, on the other hand, is an incredibly broad topic that may have you talking about meditation and yoga one day and the quality of commercial soil the next. There’s a sweet-spot for these categories that allow you to create endless content that feels cohesive without sounding like a broken record.
There also may be certain categories you talk about more often than others, and that’s okay. As a whole, they all still contribute to your voice and personality as a brand.
If you are the face of your brand, and if you are the primary coach people would work with, don’t be afraid to share parts of your own life and dedicate 1-2 of your categories to these personal topics.
Maybe you share about your family and marriage, or another hobby of yours like interior design. By sharing unique elements about yourself, people will remember you and feel a stronger connection to you as a person.
You become more relatable, and potential clients will feel more comfortable working with you.
STEP 3: WHAT WILL YOU CREATE?
Once your categories have been established, begin to brainstorm and create within these categories. If an idea sparks for a blog post or podcast episode, see which category it could fall under and keep a running list of ideas going at all times.
Batch working is one of the most productive ways to plan your messaging and content. Dedicate an hour each week, or a few hours each month, and work ahead. During this time you can write captions or emails, research and stay up-to-date on trends, and decide which days you’ll be sharing and how you will be sharing the content.
STEP 4: IT’S ALL ABOUT THE TIMING.
By planning ahead and creating within your categories of content, you will never again feel rushed to come up with something to share. However, the last element of consistency is timing.
Choosing specific days of the week to publish your blog posts or send your email newsletter will not only help you stay organized, but it will allow you to nurture your relationships with your audience and potential clients.
The key to consistent brand messaging is two-fold: Categories of Content and Designated Timing.
These practices allow you to strategically engage with your audience, continuously serve in a meaningful way, and establish a reputable brand for your business. Your brand is continuously evolving as you engage with new people; and by implementing consistent messaging, you are ensuring your brand is aligned with your mission.