The difference between personal brand, messaging, & content
The reason that any small business owner’s marketing efforts either fail or succeed is almost always influenced by three vital components: the strength - or lack thereof - of their personal brand, their messaging, and their content.
Most people don’t understand the difference between the three (no shame - it's not really talked about in our industry), so let me break it down:
1️⃣ PERSONAL BRAND:
This is, in the simplest terms, your vibe. It’s how you come across. And newsflash - your personal brand is not decided by you! Yes, you can have an idea on how you want to be thought of and known - but ultimately, your audience decides how they view you.
For example, you could say that you’re a luxury coach who focuses on exclusive, high-end strategies, but if your content, customer service, and overall vibe scream “I just slapped a couple of zeros onto my pricing to appear luxurious but really, I’m winging it”, then that is unfortunately how your audience will see you.
2️⃣ MESSAGING:
Your messaging is the stuff - i.e. your expertise, your skills, your offers, and your values - that your audience associates with you. It’s the story you craft to navigate your audience through your world. It's the language, tone, and nuances you use to articulate who you are, what you do, and why it matters to them.
Effective messaging strikes a chord with the right people, not just because of what is said, but because it speaks to their realities, challenges, and aspirations.
3️⃣ CONTENT:
Your content is the output of your personal brand and messaging. It’s the canvas on which they paint their masterpiece. It's the tangible expression of your brand voice and message, delivered through various formats like your website, blogs, social media posts, emails - whatever you use.
Content is where your brand and messaging come to life, but its effectiveness is measured by engagement and resonance with your audience. It's not just about what you create; it's about how your audience receives, interacts with, and feels about you. And the right content can turn passive observers into active participants, building a community around shared values and interests.
Let’s simplify this even further, using the analogy of a talking margarita - cos why not? 🍸
Brand voice: If your margarita could talk, what would it say? “I'm the party starter, but watch out for my salty side.” That's its brand voice.
Messaging: Why should anyone pick your margarita? “It's made with the freshest limes and top-shelf tequila for that unbeatable beach vibe.” That's its message.
Content: This is actually whipping up that margarita, pouring it into a gorgeous salt-rimmed glass, and watching people enjoy it - and get a little lairy. It's the experience you create and share.
Your actions and communication set the stage, yes. But your audience sits in the director's chair, interpreting and assigning meaning based on their perceptions and experiences with your brand.
You don’t decide how successful your marketing is - your audience does.
So if you’re finding that your marketing efforts aren’t translating to interest in your offers and ultimately cash in the bank, then it’s very likely that you are dealing with a brand voice, messaging, or content problem.
Often, it’s a blend of all three.
🔥 So, if people can't recall who you are or what you stand for (brand problem), are puzzled by what you offer and why they should care (messaging problem), or simply aren't engaging or taking action (content problem), it's time for a tune-up.
Identifying the gap is step one. From there, it's about refining your approach to ensure your brand, messaging, and content align, creating a magnetic presence that attracts your ideal clients - and yes, that translates to more £££ in your pocket.
So, how do you identify (and fix) that gap?
This might seem daunting, but it's actually quite straightforward once you know what signs to look for.
Here's a simple guide to help you pinpoint if your challenge lies in your brand, messaging, or content - or perhaps a mix of them all.
1️⃣ For a brand voice problem:
Ask yourself, “when people talk about my business, what words do they use? Do these align with how I see my brand?” If there's a disconnect between how you perceive your brand and how others describe it, it's time to reevaluate your personal brand. Are you consistently conveying the qualities you want to be known for across all platforms and interactions?
2️⃣ For a messaging problem:
Reflect on the questions and feedback you receive from your audience. Are they often confused about what exactly you offer or who you serve? If you find yourself frequently needing to clarify your services or value proposition, then your messaging might need tightening up. Your message should be clear, concise, and compelling, leaving no room for ambiguity about what you do and why it matters.
3️⃣ For a content problem:
Look at the engagement on your content. Are your posts, blogs, stories, and emails generating discussion, shares, and (most importantly) action? Low engagement or lack of response indicates that your content isn't resonating. Perhaps it's not aligned with your audience's interests, or maybe it's not effectively communicating your brand and message. Content should not only reflect your brand voice and message but also be tailored to meet your audience's needs and interests.
Note: the goal isn't to appeal to everyone - definitely not! - but to deeply resonate with your specific audience.
If you're still unsure or if it feels overwhelming, that's okay! Honestly, we’ve all been there. Identifying and addressing these gaps isn't a solo mission. It's part of the ongoing dialogue between you and your audience.
And remember, I'm here to help guide you through refining your brand, messaging, and content to ensure they're working in perfect harmony to attract your ideal clients.
Being seen and noticed is one thing, but being memorable, relatable, interacted with, and of course paid for your expertise is the real deal.
If you're hitting snags, it's not a dead-end by any means; it's just an invitation to dig deeper and get everything in sync.
Most of us solo entrepreneurs face this at some point, so you're in good company!
Want to dive deeper into crafting a magnetic online presence? Download the Find Your Brand Voice eBook now and start transforming your marketing today!