When it comes to your business, your brand voice is everything (well, almost!). Your voice communicates your brand, core values and the type of relationship you want to have with your consumer. It sets expectations and helps build trust. In fact, your brand voice is so impactful – it can make or break your business. That’s why it’s important to get it right early on.
And yes, we know it’s no easy task creating a voice for your brand. It takes time to get it right so you should never rush it. Take your time and follow these four steps:
Step 1: Who are you?
It’s as simple as that. What is your business all about? At this stage, it is about defining your company values – what you stand for, what makes you unique, and why you exist? And even if you aren’t offering the sexiest product in town, it doesn’t mean you need to come across in a boring manner. Have fun with your brand and really stand out from the crowd! Suggested read: FunTech: Make that content cray
Step 2: Who are you talking to?
First, define your audience. Who is your key customer? Are they likely to respond to a very casual tone with lots of humour? Or perhaps your customers prefer a more corporate approach. Either way, you know your customers, so work out the best way to speak to them.
Get your team together and brainstorm answers to the following:
- I want my brand to make people feel _______.
- Three words that describe my brand are _______ , _______ , and _______.
- I love the brand voice of _______.
- I dislike the brand voice of _______.
Doing this will really help you define and drive your communications.
Step 3: Strip it back
Ok, so you’ve now identified what your brand represents and who you’re talking to. The next step is to create a list of brand buzzwords and as well, a banned list of words or phrases. Focus on specific things that encompass what your brand represents and decide how you’d like them to be communicated. Here’s your chance to think outside the box and really get creative.
Step 4: Stimulate visually
Words are one thing, but a picture tells a thousand words. The imagery you use across your marketing should show a brand story and convey a strong message. Try creating a series of graphics that are unique to your brand and match this with quirky copy.
Here’s our favourite example of a brand that’s really created an amazing voice – Vinomofo. Their audience is made up of wine lovers but what makes this brand unique, is how they convey their message to their audience. From the way website looks, to the fun tone used in their copy, all the way through to culture which is clearly represented through the imagery – it all really helps differentiate the Vinomofo brand from any other wine company or distributor around.
Check out the tone of their website bio:
Do yourself a favour and scroll all the way down to the bottom of their home page – make sure you read all the text. It’s so funny and entertaining! It’s rare to find a brand that communicates this way. Reading their content makes you feel like you’re having a direct conversation with Vinomofo – and they really do have fun communicating their message.
If you need help standing out from the crowd, drop us a note at firstname.lastname@example.org – we can help you take your brand tone from boring to brilliant!