In the last article in this series we covered Brand Archetypes to help you nail down the tone of your brand voice. If you haven’t identified your business avatar, please take a read.
The personality of your business – your branding IS a big part of your positioning within the marketplace.
Are you a Ford or a BMW? Are you a Victoria Secret or The North Face?
This is knowing your POV as a company, not only in your industry, but amongst all the noise out there in online selling.
We ended the last article with focused in on three aspects of bringing your brand voice to life:
- Educational Communication (website, newsletter, blog, brochures, etc.)
- Customer Service (eMail, social media, review forums, etc.)
- Selling Tone
We are going to expand on those three here. Before we do, I want to ask you, do you have a brand archetype muse? Is there an existing brand, or mix of brands that inspire your business avatar? (if these terms confuse you, hop on back to the first article in this series)
It’s good to have a brand muse in mind, even if from another industry. The point here is to see how their communication is brand-appropriate across all mediums.
Copywriting for a website, social media, eMail, selling, to brochures and leaflets will have slightly different tones. Having a real example of this is a must.
When I was building my platform I looked up to Marie Forleo. Although her audience focused solely on entrepreneurs while my segment was technically self improvement, there was some overlap, and values really spoke to me.
I noticed the tone across her copy on social, in her newsletters and on her website. Before Marie, a lot of Authors, Speakers and Coaches had a very business approach. More templated into sections and third person copy. Nothing wrong with that for some industries, but for what I was launching and the credibility I was building – it was centered around my story.
So, for me, it was important to find a Brand Archetype muse that infused her personal side into her work, and Marie really did that for me. Let’s bring the focus back to your business, here are a few questions to help you brainstorm tone, before you get to writing copy.
- I want to mimic the brand voice of _______.
- I dislike brand voices that sound _______.
- I want my brand to make people feel _______.
- _______ the company makes me feel this way.
- I want people to _______ when they come into contact with my brand.
- Three words that describe my brand are _______ , _______ , and _______.
Initially, the tone my brand took was that of the nurturer. I empathized with the hardships because my goal was to help people not feel ashamed of who they are, especially victims of trauma. After a year of reflecting this brand personality in my copy, I got feedback it sounded victim based or enabling.
NO NO NO! That was the furthest goal for “Find Your Voice.” For any brand, but especially for any solo-preneur, it’s important to check in with your audience’s POV consistently to make sure the brand archetype you chose is coming across in your copy.
Let’s get into writing educational communication, customer service, and even selling in the tone of two different Brand Archetypes: The Jester and The Hero.
The Jester customers find generic or statistic filled copy and advertising boring, but will love anything unusual or playful – especially ads that make light of the seriousness of life.
The Hero values quality and efficiency overall. They like to think their consumer choices will put them ahead of everyone else, and aren’t likely to be swayed by cute or funny adverts.
We are going to step into our workout clothes and say you own a yoga studio, crossfit gym, or you’re a personal trainer trying to sell workout plans online, here is an example of copy reflecting either a Jester or Hero brand archetype.
Bringing your brand archetype to life doesn’t have to be done on your own. By writing one liners like this help define best practices for your Brand Guide to pass onto your team or any freelancers helping you. It’s a great practice to do as the CEO of your own brand.
Next up in this series: Developing a Brand Guide To Keep Your Brand Voice Consistent.
Until then, keep writing, keep experimenting, keep reviewing feedback.