One of the questions I get asked more than any other: How do I capture a client’s brand voice? It’s a good question! My blogging clients’ brand voices run the gamut from edgy and confident to thoughtful and calm. Despite their differences, I’m able to make each of my clients feel seen and represented by the copy I create for them. More importantly, I help them connect with their ideal clients so they don’t have to rely on paid directories or the social media marketing rat race.
4 Steps to Capturing a Client’s Brand Voice
I have a four step process for capturing each blogging client’s distinctive brand voice.
Step 1: Brand voice audit
Before I have an onboarding call with a new client, I review the copy on their social media and website. I look in both places because people aren’t always consistent in their tone and style across these platforms. I’ve noticed that many photographers have a more formal tone on their website. They’re also more likely to have worked with a copywriter on this than their social media.
This doesn’t necessarily mean that website copy is the best determinant of style for blogging, though. People tend to write social media copy more in the moment. It gives me more insight into how they execute their brand and how it may have changed over time. After all, few people’s brands stay the same after they publish their first website.
Step 2: Ideal client profile
The next step to capturing my blogging clients’ brand voices is to collaborate on an ideal client profile. Some photographers have a stronger sense of this than others. If people need a little help describing their ideal client, I ask some demographic questions. I also encourage photographers to describe the connection points they share with their ideal clients.
Wedding vendors specifically need to think about what their ideal clients value in their weddings. People who want a big wedding with all the traditions will connect with very different copy than folks who want to elope alone on a mountainside. In Part 1 of this series, I explained that the whole point of understanding your unique brand voice is to connect with your dream people, not just anyone who finds you on a directory website.
Step 3: Direct ask
In addition to doing an audit of website and social media and an ideal client profile, I ask my blogging clients to describe their brand voices. The information they provide helps me build a bridge between the information I gathered in my audit and the ideal client they’ve described.
I also have found that this is an opportunity for me to build trust with my blogging clients. For many photographers, their brands are deeply personal. I want to honor that in the blogs that I create. Truthfully, I love this aspect of being a copywriter. For something that could be such a solitary act, there actually are so many opportunities for connection.
Step 4: Brand voice reference sheet
As the final step, I create a brand voice reference sheet. I collect and organize all of my notes about a client’s tone, voice, and style. If a client has any words or phrases that are important to their brands, I sometimes make a word bank as well. I keep this on hand as I write clients’ blogs so that I can embody their brand voice as much as possible. I’m always gratified when clients say that the copy feels like them – and drives leads from ideal clients.
Are you looking for a copywriter who can write SEO-driven blog content in your distinctive brand voice? Check out my blogging packages to learn more about how I can help connect you with your dream clients.