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HOW TO DEVELOP A BRAND VOICE FOR YOUR BUSINESS



HOW TO DEVELOP A BRAND VOICE FOR YOUR BUSINESS



| Introduction:


It’s out goal to help define your brand voice, we need to understand your company's ethos, mission, and vision from the inside out. Your responses to the following questions will assist us in refining and establishing a distinctive voice for your business.


Section 1: Brand Basics

  • Mission Statement: What is your company's core mission?


  • Vision Statement: What future does your company aspire to create?


  • Core Values: List 3-5 values that are crucial to your company.







Section 2: Brand Personality & Tone

  • Descriptive Words: If your company was a person, list 5 adjectives that would best describe its personality.


  • Tone of Voice: How do you want your brand to "feel" to your audience? (e.g., authoritative, friendly, professional, casual)


  • Distinguishing Factors: What sets your company apart from its competitors?


Section 3: Audience Understanding

  • Target Audience: Who is the primary audience your company serves or aims to serve?


  • Audience's Desires: What are the top three desires or needs of your target audience?


  • Audience's Challenges: What are the top three challenges or pain points your target audience faces?


Section 4: Messaging

  • Message Priorities: When communicating, what are the top three messages or themes you want your company to emphasize?


  • Taboos or Avoidances: Are there any themes, topics, or words that should be avoided in communication?




Section 5: Brand Examples

  • Admirable Brands: Are there any brands (inside or outside the entertainment sector) whose voice and messaging you admire? Why?


  • Current Messaging Review: Provide examples of current brand communications you believe capture your desired brand voice.


  • Improvement Areas: Provide examples of current communications that don’t align with the desired brand voice.




Section 6: Deep Dive into Brand Identity

  • Brand Evolution: How has your company evolved since its inception? How do you foresee it changing in the future?


  • Human Traits: If your company was a person, what kind of friend, family member, or colleague would they be?


  • Emotional Impact: What emotions do you want your audience to feel when they interact with your brand?


  • Storytelling: Every brand has a story. What’s the story behind your company? Why was it started, and what keeps driving it forward?


  • Visual Identity: How do you think your current visual elements (like logo, color scheme) communicate about your brand? Do they align with the brand voice you envision?



Section 7: Interactions & Perceptions

  • Customer Perceptions: How do you believe customers currently perceive your company?


  • Ideal Perception: How would you like customers to describe your company after an interaction?


  • Real-life Scenarios: Describe a situation where your company went above and beyond for its audience or clients.


  • Challenging Scenarios: Describe a challenging situation or mistake made by your company. How was it handled, and what did you learn?


Section 8: Industry & Competition

  1. Industry Trends: Are there current trends or shifts in the entertainment industry that your company is looking to respond to or capitalize on?


  1. Competitive Analysis: How would you describe the brand voices of your main competitors? What can your company do differently or better?


Section 9: Final Reflections

  1. Legacy: In 50 years, what do you want your company to be remembered for?


  1. Challenges: What are the biggest challenges or barriers you anticipate when trying to establish or maintain this brand voice?


  1. Final Thoughts: Are there any other thoughts, ideas, or inspirations you'd like to share that haven't been covered in the above questions?






Understanding Brand Voice and Its Significance


Brand voice is the unique personality and tone your brand adopts in its communications, painting a specific image for your audience.


It's not just a marketing tool, but a bridge to connect with the precise audience that resonates with what your brand offers.


Imagine brand voice as a person's unique character. Just as individuals have distinct traits, your brand should also project a clear persona. This persona becomes the lens through which customers understand who you are, based on your interactions and expressions.


While many brands might exhibit similar traits, a slight deviation can set you apart, enticing your audience to pause, engage, and delve deeper into understanding you. Even those previously unaware of your brand might be drawn in if your voice resonates with them.

So, what's the significance of having a distinct brand voice?


In today's digital landscape, where consumers are inundated with content, your brand voice helps you cut through the clutter. It makes you memorable and consistently recognizable. More than just recognition, a compelling brand voice fosters loyalty, keeps existing customers engaged, and draws new ones.


Your brand's voice could be "empowering and inspiring", "knowledgeable and professional", or even "lighthearted and spontaneous". The essence of this voice should align with the kind of relationship you aim to establish with your customers.


Once you've honed in on your brand voice, it facilitates clearer communication across teams and with external partners, such as content creators or ghostwriters.





Branding & Brand Voice: Why It's Essential


In the bustling realm of today's marketing, carving out a distinct brand voice is pivotal. This voice isn't merely about tone; it's about connecting with the audience and setting your brand apart.


Diving Deeper: Brand Voice's Essence

Brand voice represents your brand's distinct personality in communications. Like an individual's unique persona, your brand's voice creates a relatable image for consumers. This voice isn't just about differentiation; it's about fostering loyalty, capturing attention, and facilitating clear communication.



Brand Voice In Action: 15 Noteworthy Examples


  1. Dove: Championing body positivity and self-love with a resounding voice of empowerment.

  2. Mailchimp: Embracing an unconventional, light-hearted voice, connecting with users beyond the usual SaaS language.

  3. Nike: Embodying ambition and determination with their iconic "Just Do It" mantra.

  4. Starbucks: Blending functionality with a narrative, presenting coffee stories that are both expressive and straightforward.

  5. Harley-Davidson: A bold, audacious voice underscoring the thrill of the ride.

  6. Coca-Cola: An enduring voice of positivity, linking the beverage to joyous moments.

  7. Tiffany: Elegance and timelessness, delivering messages with a touch of classic luxury.

  8. Spotify: Playful and direct, celebrating the joy of music with humor and zest.

  9. Uber: User-centric and bold, emphasizing convenience and a global appeal.

  10. Slack: Valuing efficiency and simplicity, advocating for seamless workplace communication.

  11. Old Spice: A mix of macho and humor, revitalizing the brand with memorable comedic campaigns.

  12. Duolingo: Quirky and memorable, capitalizing on its iconic mascot and humor-infused reminders.

  13. Skittles: Delightfully irreverent, adding a splash of fun and mischief to candy marketing.

  14. Fitbit: Motivating and supportive, urging users towards healthier lifestyles with a gentle, encouraging nudge.

  15. HubSpot: Radiating optimism, instilling a belief in growth and positive transformation.





Brand Voice Guideline Form


Brief Overview

  • Describe the brand's core values and mission.


Brand Personality


  • Key Adjectives:

    • List the primary descriptors for the brand's personality.


Brand Voice Tone


  • Description:

    • Summarize the intended emotional impact on the audience.



Target Audience


  • Overview:

    • Describe the primary demographic and psychographic characteristics of the target audience.


Messaging Pillars


  • Core Message Themes:

    • Outline the main themes that should consistently appear in brand communications.


Language & Phrasing


  • Do’s:

    • Provide specific phrases or wording preferences.

  • Don’ts:

    • Clearly state what language or phrases to avoid.


Messaging Examples


  • Good Examples:

    • Provide exemplary communications.

  • Bad Examples:

    • Offer contrasting non-exemplary communications to clarify pitfalls.


Tone Variations (Platform-specific)


  • Platform Instructions:

    • Offer tailored tone guidelines based on different communication platforms (Social Media, Email, Website).


Feedback & Iteration


  • Feedback Collection:

    • Detail how feedback will be sourced and considered.

  • Iteration Process:

    • Define when and how the brand voice guidelines will be updated.






Resource & Support


  • Reference Materials:

    • Point towards internal or external resources for grammar, style, and brand-specific queries.


  • Show, Don't Just Tell:

    • Prioritize practical examples over theoretical explanations for clarity.


  • Dos & Don'ts:

    • Clearly delineate the boundaries for content creation.


Using the Guideline


  • Collaboration:

    • Use tools like Pitch for collaborative work on the brand guideline.


Dynamic Content


  • Integrate GIFs, stickers, and emojis, where relevant, for clearer communication.


Efficiency Tools


  • Leverage keyboard shortcuts and platform-specific features to expedite the editing process.


Sharing & Distribution


  • Ensure guidelines are easily accessible and distributable among teams.


Updates & Revisions


  • Establish a process for periodic review and iteration.




If you do not want to do all of this yourself contact us so that we can help you define your brand and brand voice.

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