Hey guys, it’s your girl Adrian M White aka Brand with AMW and I’m here today for another weekly Brand & Convert Chat and Chew. This is your chance to take a quick snack or lunch break and learn about all things branding and web design with a marketing spin.
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Alright so let’s jump right in and talk about today’s topic, Finding and Defining your Brand Voice.
In the branding process, people often think about how a brand looks visually, from fonts to colors to design styles. But what is sometimes overlooked is brand voice. With social media, email, and your website being some of the top online marketing strategies, it’s important that your brand voice be consistent and stand out.
Even if you’re unfamiliar with the term, you have likely experienced it. Take Wendy’s for example whose Twitter has a sarcastic undertone to all of its messages. While you can get away without having a distinctive brand voice, you can take your marketing much further once you’ve established one.
So what exactly is a brand voice?
Brand voice is the distinct personality a brand takes on in its communications. Imagine you went to a dinner party and you’re chatting with all the guests. One person stands out because they’re great at storytelling in a distinctive, unique way. The flow of their words, the language they used, and their personality all combined to make for a memorable experience. In fact, when you’re retelling that story, you immediately think of that person.
Now think of that dinner guest as a brand voice. Who is your brand online? If your brand was a person, what personality traits would they take on and what would they actively avoid? What phrases and stylistic choices does your brand use on a consistent basis?
All of the above combine to create your brand voice. This personality is applied everywhere your brand speaks, including newsletters, social media posts, and internal official communications like company announcements and advertising.
Why does it matter?
Brand voices help you stand out from the crowd. When people are viewing your content they should be enjoying the experience and love what you represent. If you don’t have a brand voice or personality it’s hard to do that.
Here are 5 steps to find your brand voice
1. Know your Customers
a. Your brand voice is meant to be heard by the customers. Make sure it sounds pleasant to their ears. Know what they like, what they want, and their demographics, and create the music after some initial research.
2. It’s for you but they should like it too
a. Having a unique and differentiated brand voice that can be recognized by the customer is beneficial for the brand as long as it is liked by the customer. Your position in the market is decided by the user and hence, it’s your job to woo him.
3. Your voice should represent your personality a. Assign yourself an adjective first like adventurous, cool, friendly, flirty, etc. and build your voice based on it.
4. Don’t act like a robot
a. A company is an artificial person, not a robot. Interact with them and use vocabulary that can be understood.
5. Create a brand voice chart
a. Include three rows for each of the primary characteristics accompanied by three columns – a brief description, do’s, and don’ts. If necessary, add a row for any secondary characteristic that needs a little extra explanation. In this example, “irreverent” is a related word and should be fleshed out so the team is clear on how it is defined (i.e., Does irreverent mean to challenge the status quo or to be snarky?)
Make sure to share your brand voice if you hire anyone to help with your marketing efforts and always be consistent.
If you need help with defining your brand voice download my Brand Narrative Workbook which has multiple sections on your brand voice and personality. Link in the description.
That’s it for today. Comment below with any questions and don’t forget to follow me on Facebook, Twitter and Instagram at Brandwithamw for more entrepreneur advice and a look into my everyday life.
Wishing you much success and good juju.