When it comes to writing, you are what you eat

If you're struggling to express yourself authentically, start by consuming the work of other people

We're social beings, and wanting to fit in is a fundamental part of human nature. We can see this in the way we speak – have you ever found yourself in a different social circle or setting and changed your accent, or the kinds of words you use?

In text messages, I've recently gone from staunch emoji denier to a regular poster of the crying face, as I've spent more time chatting to people who use them; and I can tell (even if no one else can!) that my very Home Counties accent subtly changed when I lived in the North of England for 8 years.*

All of which is a way of saying that if you want to express yourself in a particular way, the best thing to do is surround yourself by people who express themselves in that way. Find content in that style and tone, and absorb it. This will help you to find your voice – the way you want to express yourself - and build your personal brand through your writing.

The much-revered and often-imitated (if not as well) brand voice of Innocent is a good example of this, as they manage to be witty without being smarmy, succinct but not off-hand, and overall, clever but still approachable. They have a really distinct written identity. The kind of messaging that makes you smile, the kind of brand you warm to, because it feels like you're talking to a person, who – at best - you like, and - at worst - you don't mind spending time with.

This is an incredibly hard thing for a brand to do. It might read as if it's been casually put together, but an incredible amount of work goes into this writing, of course. It's the no-makeup makeup look that actually requires ten times more makeup. But the principle equally applies to individuals who don't all have teams of brand copywriters at their disposal.

Perhaps there's an author or journalist, or even a business leader you follow on LinkedIn that you admire? Who always seems to express themselves really well? Have a read through their stuff, look at what kinds of words they use, and the way they use form and structure, and emulate them. Do they write in long paragraphs or short sentences? Do they use complex or simple words? How does their writing make you feel? About them? About yourself?

This isn't copying, it's wrapping your message up in a specific type of packaging. And if you're struggling to express yourself because you worry about how you're going to come across, it's a pretty good place to start.

You could also work with a professional writer, of course, whose job is to help you figure out the things you're trying to say and the way you want to say them. Who can absorb your voice and use it to express your ideas. But I'm a firm believer that everyone can write, we all just need a bit of support sometimes, and lots of practice.

Finding your voice and expressing it through the way you write is really a fundamental part of building your personal brand, so it's worth investing time in. This work also involves looking into yourself and finding out what makes you, 'you'. Which is always a valuable activity, in my opinion.

*There's still something in the way I say 'up'. It's a shorter 'u' and a harder 'p' sound. I'm convinced.

Header image courtesy of Mike on Unsplash