The role consistency plays in building your professional personal brand
How often have your heard the phrase that consistency is key when publishing content, whether you’re producing a podcast, a YouTube show, a blog or posting on social media?
But, here’s where things can go awry, because many people equate consistency with frequency. And yes, publishing on a regular basis certainly is important when you’re trying to build and audience for your thoughts, insights and ideas.
However, there’s more to consistency than just publishing regularly to a schedule, as crucial as that is. ‘Consistency is key’ also relates to:
Consistency of (personal brand) voice
The unique way in which you present yourself to the world. THINK: an authentic and distinctive representation of your professional self: an amalgamation of who you are and the unique value you bring to the table, including your principles, your mission and vision, the way you think, plus your individual personality.
This package – when represented by the words we use and the actions we take – defines our voice, one that is uniquely ours. It all boils down to understanding why what you say matters, and that your authentic message is true to you.
I’ve read before that over time our journey becomes our voice, and I kinda like that. It’s a matter of being able to package and communicate that through our content (and other means).
Consistency of tone
This is the expression of your voice, the way in which you deliver your story or message (and thus how you want to be perceived) i.e. is it friendly and warm, enthusiastic, bold/confident, quiet and intellectual, or downright snarky?
If you’re producing videos or doing live-streams, our ‘physical’ tone will also come into play (THINK: facial expressions and hand gestures; you could throw in ‘trademark’ clothing or apparel here as well).
So, there you have it folks: CONSISTENCY IS KEY => frequency / tone / voice.
Your voice is unique to you and shouldn't change
When it comes to tone, it can change depending on the circumstances, but perhaps best not to incorporate too many ‘tone swings’ as this can create a bit of disconnect (which can, over time, erode trust).
For example, if someone who’s typically brash and in your face – i.e. a Gary Vaynerchuk – all of a sudden came across as soft and cuddly, this would feel a little disconcerting, no?
At the end of the day, what we’re talking about here is building visibility and trust.
It’s hard enough to cut through with our content today, the very least we can do is make sure we show up and put our best foot forward.
Trevor Young is a veteran PR strategist and advisor specialising in reputation marketing, leadership communications and personal branding; he is a keynote speaker, blogger, social broadcaster, and author of the book ‘Content Marketing for PR'