By Blair Williams, founder of MemberPress

Building a business from the ground up requires you to think carefully about your product or service, your audience and your brand image. Your brand image, in essence, is the thing that makes you stand out from everyone else in your niche.

Vlogging, or video blogging, is an excellent way to build up your brand image and expose your product to a wide audience. Video content is more popular now than ever before. According to YouTube’s press page, 1.9 billion logged in users visit the website every month.

This number paints a stark picture as to why it’s so important to get your vlogging content right if you want to build your personal brand. Below, I’m going to share some tips on how you can generate more traffic to your video content by giving your brand an extra edge over your competitors.

Find your voice.

There are plenty of factors that go into branding. One of the most important, and neglected, is adding your voice to everything you do. It’s not always enough to publish content based on recent news if you don’t find a way to weave your voice into the material. It’s also important to think beyond just the words and your opinions. Depending on your niche, you’re going to have to decide how to approach your tone.

YouTube shows that people with all tones are accepted, provided they are knowledgeable and have a history in their niche. For example, YouTuber and gamer AngryJoeShow has over three million subscribers. In case his username isn’t clear, he uses an angry tone in almost every single one of his videos. People flock to his videos because he is a skilled gamer and established his voice early in his YouTube career.

Perhaps you want people to perceive your business as friendly, approachable and educational. If that’s the case, establish your voice early and stick with it.

Spice up existing content.

If you already have an established website with fans, then people enjoy what you have to say and how you say it. This provides an excellent opportunity to take existing written content you have published in the past and spruce it up a bit.

Various sources report that most people speak between 125-150 words per minute. If you publish a piece of content that clocks in at around 3,000 words, chances are some of your audience will drop off as they read the article because they don’t have time. But the way people consume vlog content is different than the way they read an article.

Let’s say you had to cut down your first 3,000-word article down to around 1,500. You’ve dropped half of your message. A vlog update with the full 3,000 will give your audience a reason to revisit your content and get the “director’s cut” version.

Offer methods of engagement.

One of the core benefits of vlogging over traditional written content is that people are more likely to engage with you when their opinions could result in a future video. There are plenty of people in the vlog sphere who create surveys for their subscribers to vote for the topic of the next video.

As a result, buzz builds over the channel and on the videos. After people start to recognize your company voice and the identity of your brand, they are far more likely to engage with you. Try to respond and like comments to keep your audience involved in the process.

If you want a great example of how this gives you an edge, think about the last time you were on your favorite YouTube channel. Did you look at the comments and see that the vlogger had liked some or all of them? If so, this probably encouraged you to voice your opinion and engage with the vlogger.

People love engagement. If you create pathways for people to enjoy your brand and give feedback, they will be more than happy to oblige. As you develop your brand identity and build a following, you’ll soon discover that vlogging the right way can give you a much-needed competitive advantage, regardless of how saturated your market.

Building your brand image is a challenge, but one worth taking the time to understand. Vlogging is growing at an outstanding rate for a good reason. People are invested in their favorite brands and the personalities behind them. If you’re willing to take a careful look at your audience and remain true to your brand’s image, you’ll soon develop a company personality with a following that appreciates your brand for being unique.

Blair Williams is the founder of MemberPress, an all-in-one membership website software for WordPress.