Before you start shouting out your expert knowledge, you need to take some time to seriously consider what you have to offer and what you’d like to accomplish. The way you choose to share your expertise and the way you try to attract an audience should reflect the brand you would like to create for your business. For some, this means using your expertise to complement your existing brand. For others, this means using your expertise to transform your brand and your business. Either way, you need to decide what you want your brand to be first.
A brand is an attractive expression of a business’s identity. In order to develop the appropriate brand for your business, you need to know who you are trying to attract and what you are trying to attract them to do. You then need to develop an identity—a reflection of the attitudes you foster and the commitments you make to your customers—that will attract those people for those purposes. Branding then expresses this identity in a way that accomplishes the attraction you want.
Content marketing is a strategic release of content to achieve marketing purposes. Your content brand is part of this strategy; your strategy should shape your brand and your brand will shape your future strategies. The brand for your content doesn’t need to be a repetition of your business branding; instead, it should be a marriage of the expertise you are sharing and your business identity. Both your expertise and your business need to ring true within the branding of your content.
If you’re transforming an existing business into a solopreneurship, you’ll want to re-brand your business as one that has more than products and services to offer to your customers. Branding your expertise is an excellent opportunity to make that leap. If you’re already operating a solopreneurship, then this will be an easier transition—just ensure that your content complements your existing brand. Either way, you need to use the expertise you share to create your brand.
Branding is everything that helps identify you and your business in the crowded marketplace. This includes the special niche you choose, the expertise you share, and the vision of yourself as an expert that you cultivate in the minds of your audience. All of this should reflect the position or niche you take in the marketplace. This includes the types of content you create, the information you share, the messages you include, and the voice and style you use within your content. Everything should serve to reinforce your brand. You need to think through all of these elements before you start spreading your expertise, so you can create a consistent idea of the expert you are that will appeal to those you serve.