Keeping your target audience, your brand style and your brand’s written voice in mind while brainstorming, posting, and sharing content is important. Here are three ways to convey your brand voice through content marketing efforts.

1. How to Establish a
Consistent
Target Audience and
Style
for Your Brand
BY CATHY PHAM

3. Here are three ways to establish your target
audience and brand style.
• Get to Know Your Target Audience Through Content Analysis
Tools
• Develop Your Brand’s Visual Style Guide
• Build and Maintain a Brand Writing Style Guide

4. Get to Know Your Target Audience Through
Content Analysis Tools
Do you know your target audience?
• Understanding your target audience will help you determine
what your brand might focus its content marketing efforts on.
• Effective content marketing centers its target audience, so your
brand’s voice will too.

5. Use Data to Learn Your More About Your
Target Audience
• Use tools like Google Analytics to actively collect data about your audience’s behavior
and interests, organize your data to learn and track how your audience is engaging with
your past and current content.
• Observing how your content is performing will help you determine if your current content
marketing strategy matches your content goals, or if you need to make some changes in
marketing strategy to yield better performing results.

6. What do you already know about your target
audience?
• Your target audience should be the same as your competitors’
target audience.
• So, your brand’s content marketing efforts should always
embody and focus on your own audience and your competitors'
audience.

7. Develop Your Brand’s Visual Style Guide and
Apply It to Your Content
• First impressions are everything.
• If your brand has a consistent style, then all your content
marketing efforts will align with your brand’s style.
• All the content your brand creates, publishes, and distributes
online will feel definitive and familiar to your target audience.

8. Branding Matters
• Consumers will notice and acknowledge a brand’s logo, color
palette, typography, and other grounding visual aspects when it
comes to deciding whether they identify with or disregard said
brand.
• Your brand’s style will be consistent, and it will be expressed
through your content.

9. Establishing a core visual style guide is key.
• If your brand is still developing its style, or if your brand is
considering a rebrand, allow your staff to explore and
experiment with your brand’s expression through its visual style.
Find a way to develop your brand’s voice through visuals.
• Of course, a brand’s style guide is never complete. It will always
need to be updated and refreshed to match your marketing
efforts.

10. What’s your brand’s writing style like?
• Brand style begins with visual cues, but it doesn’t end there.
• Some brands possess a writing style that is conversational,
cool, and fun.
• Other brands stick to a writing style that’s respectable, formal,
and traditional.

11. What’s your writing style like?
• When it comes to your brand’s website, social media platforms, and
product packaging, does your brand follow normal capitalization,
punctuation, and spelling conventions, or perhaps your brand caters
to a target audience that loves minimal, trendy, unconventional
branding?
• Does your brand believe in the Oxford comma, or does your brand
go without using it?
• Whatever your brand writing style is, be sure to establish a core
writing style guide that encompasses what your marketing efforts
look like when it comes to all sorts of content marketing copy.

12. Evolving branding is great branding as long as it stays consistent with other
aspects of your brand identity.
• Your brand writing style may stay the same, or it may change as
your brand visual style guide changes.
• Now that you have gathered information surrounding your target
audience, your brand’s visuals, and your brand’s written voice,
use these defining components to plan, publish, and share
content that centers your target audience while staying
consistent to your brand image and identity