Same Music, Different Channels: Customizing Your Brand's Voice
A look at the power of personalizing content for diverse audiences
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
While I’m in Gran Canaria (today is my last day!), I’ve been going to a local gym to work out.
Fun fact: people here are very fit. I guess it has something to do with the fact that it’s summer all year round, they spend a lot of time at the beach, and there’s a cultural emphasis on staying in shape to show off. This isn’t a scientific study, just an observation.
Anyway, my gym is quite large and has different areas for free weights, machines, cross-training, boxing, etc.
I’ve noticed something interesting: while the music is the same across all the spaces (since they’re all connected and can’t change it), the content on the TVs is different in each section.
In the cross-training area, they show the CrossFit Games and Strongman competitions.
In the boxing area, they play UFC fights.
In the free weights and machines area, you’ll find the generic Spanish sports channel (Teledeporte), which features football, tennis, running, and a variety of other sports.
It got me thinking: working for a brand is the same. The overall music/vibe may be consistent, but you need to tailor your message differently for different audiences.
Your brand can be fun, but the type of fun you convey for B2B won’t be the same as for B2C. And your messaging shouldn’t be the same for someone who just discovered your brand versus someone who’s been a loyal client for years.
I’m not talking about drastic changes. At the gym, it’s all sports, but different kinds of sports. Yet, this simple differentiation makes people feel more engaged and emotionally connected. For example, I’m waaaaaaaaaaaaay more inspired watching the CrossFit Games during a rest than I am by a random UFC fight.
Whether you’re creating a style guide for your brand’s tone or adapting content, keep this in mind. Be aware of both the similarities and the differences in your target audiences.
Outside the desk
Where the magic really happens.
🛫 Tonight I’m flying to my next destination: Lanzarote. Any recommendation is welcome!
🎼 On Friday, we went out to a local festivity here. It was interesting to see the similarities and differences with the ones in the mainland. For example: dresses were very similar, music was very different.
🏔️ And on Sunday I did one of those hikes that you (and specially your legs) remember the next day: 16 km. to reach the highest point in the Island, “El Pico de las Nieves”
Make it global, baby
If you want to work with me, this is the way.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙