Episode 50 – Why a vegan brand doesn’t mean creating vegan content

Cara Melzack

Welcome to the Brew Time Podcast. I’m Fiona, your vegan marketing mentor. I’m here to walk you through all the content marketing choices you have so that you can grow your vegan and ethical business.

Show notes

This podcast episode is in collaboration with The Happy Tea Company. Sustainable herbal tea. Grown in Worcestershire with love.

There are some awesome brands out there who create some brilliant vegan content. And how this can help you spread your message and mission as well as sell your product. However, this is not a rule you have to follow. 

This is all about understanding who you sell to in order to create the right content for your audience. 

For example, if you are selling to people who are on their vegan journey, then you need to make the content resonate with the point that person is at right now – rather than where you’d like them to be. 

People buy for complex reasons. It’s not about buying vegan – people buy for different reasons. People who are vegan will have very much different reasons to buy than someone who is transitioning. 

You’ve got to do your market research and understand what your audience wants. Being vegan is no longer enough of a USP. So before you create content pillars you need to truly understand your audience. This should be done before you build your product or service but also keep checking in with people to make sure your message resonates. 

Customer Journey

This isn’t the journey they take to buy from you but the journey they are on personally in their values and ethics. When you get to know where they stand right now, you can make a bigger impact. 

This is especially important if you want to bring people along with you to make an impact. 

But you need to meet them halfway rather than broadcast at them. Where they are right now in their vegan journey could need something different from what you are offering. And what they need in 5 or 10 years, might be what you deliver. So you need to make sure you’re either giving people what they need right now or attracting the people who are in that place in their journey. 

Open the conversation

If you are a values-led business then you need to think about how you can open this conversation with your audience to bring them along with you. It means really nailing your content plan. 

No one likes being told what to do, so you need to be open to conversations. 

How do you do all this in reality? 

You start with nailing your audience and where they are in their journey. Then understand what their next step needs to be. 

Even if you don’t outwardly talk about veganism but do put your values front and centre, you will attract those people with the same values. There will be a law of attraction and you will bring the kind of people to you who share your values. 

You will find your group of clients by being yourself. 

And I bet if you reflect on this, you’ll recognise patterns of this happening throughout your life where you find your people. 

When it comes to your business, you bring all of this together with branding and tone of voice. That’s how your content will bring those people in. Get that brand message right and the rest follows. It is the foundation of your message. It is the kind of consistency you need. 

Even if you don’t feel like you need brand or tone of voice guidelines, make a note of how you sound and what you want your brand to say. It’s unique to you. 

Once you do this, you can establish your content pillars. These are the talking points of your business. Veganism might be one of them but it might not be. 

All the links: 

30 Days of Vegan Contenthttps://indieessentials.co.uk/30-days-of-vegan-content/

Pimp My Content Programmehttps://indieessentials.co.uk/pimp-my-content-programme/

Thursday Brewhttps://brewtime.substack.com/

Book a Virtual Brewhttps://bit.ly/virtualbrew

Happy Tea Company –  https://www.etsy.com/uk/shop/HappyTeaCompany    

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