If you’re considering expanding into other genres and markets, you need to think about how to market your new work. Should you add a section to your website? Should you build a whole new website? Should you create a whole new brand identity and start from scratch? These are important considerations but I think the answers are pretty easy, albeit not necessarily straightforward.

We want to work with people who want to work with us. I’d argue that we want to work with people who are fans of what we do, who love what we do, and who want us to have a positive impact on their lives. It’s why we need to define our ideal client and create work for the people we want to help and make sure we focus on reaching those people.

If you know who your ideal client is, you know who to target in your copy, your designs, your emails, your brand colours, brand voice, and every aspect of your marketing. You need to know who to target because we can’t be everything to everybody. In fact, we don’t even want to be. Here’s why.

Now that you’ve got a blog that’s great for SEO and your clients, I’m going to tell you three ways you can put your blog to use without you actually having to do much additional work.

When we refer to a brand’s voice, there are a few things that will shape the voice with which you communicate. What kind of language do you use? Formal, semi-formal, or casual? What narrative voice do you use? First-person (I/we), second person (you), or third person (the company, the client)? First-person is more warm and intimate, whereas the third-person is more formal and distant.

Market position refers to the value proposition your brand will occupy in the market, but more importantly, in the buyer’s mind. There are three main positioning areas to consider: budget, competitive, and luxury.