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You’ve identified a need in the market, you’ve got a product or service that serves as a solution, and you’ve thought of a badass name that isn’t already taken. Now, it’s time to wrap it up with a bow called a brand guide.

Branding is more than a color scheme. Branding is also the tone and personality of your business.

This series of articles will be dedicated to maturing your Brand Voice and keeping it consistent by developing a brand guide.

It’s easier to decide the combination of pantone colors that will be consistent no matter who is communicating on behalf of your business. What about the copywriting? Call to actions? Online customer service and sales?

Strategic growth of your company goes hand-in-hand with your branding. It keeps you accountable for staying consistent – not robotic or repetitive – but consistent.

A well rounded and extremely useful part of onboarding new employees, and in some cases clients is a Brand Guide – we will get into those specifics in the third article in this series. I bring it up now because there will be golden nuggets that pop up during your branding conversations that should be recorded in one place.

It’s important your Brand Guide includes best practices around copy and messaging when it comes to all aspects of communication (social media posts, customer service online via eMail, etc.) on behalf of your organization.

Before building your brand, it’s important to be uber clear on your audience. Who is the most engaged with your product or service?

For many businesses within their audience there are segments of gender, age, and lifestyle preferences. Create varied customer avatars to hone in on the actual people you are selling to. It’s tedious, but you will thank yourself for it later.

This will help you get clear on the messaging that gets your targeted audience to convert.

Posting on social media, or a/b testing with your newsletter list or Facebook advertising is a great way to put your brand messaging to the test – when the time is right.

Before you get there, there are another round of archetypes you should consider – the one that your brand is most aligned with. When it comes to how your business is positioned in the marketplace for a varied audience, beit women in their 20’s or men in their 50’s, your brand needs to be consistent in its tone. Are you nurturing vs. problem solving vs. brave vs. innocent?

Below are a list of brand archetypes, you will probably be drawn to more than one, and that’s okay. Take a look, jot down the top three your business identifies most with:

Take some time with the top three avatars you chose, and get your team in on the conversation. Step into each avatar personality and educate, sell, or conduct customer service from this tone. How would a Ruler vs. a Nurturer present customer service differently?

Save this post, as your business scales, more feedback you get, there is a good chance your business archetype will change. Next up we will take what you’ve discovered through this exercise and solidify your brand voice.

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About the author

Sahar Paz

Sahar Paz

Sahar Paz started her first profit-generating business at the age of 13, and has been an entrepreneur ever since. During her years in New York City she worked in Banking and Fashion while running her own non-profit. Sahar now resides in Houston, Texas as a Keynote Speaker, Author, and Coach to entrepreneurs, adults and teens. When she is not inspiring others, Sahar loves to salsa dance!


  1. David

    Hey Sahar,

    Nice Blog.

    I am an online trader and my most of the efforts comprise to establish my brand’s identity. The points you mentioned are truly right which a one should carry out to gain relevance

    1. Selz

      Bryce Patterson

      Hey David, great to hear you found this blog post helpful! Brand identity really is so important in a field like yours, where you need to establish trust and connection with potential customers. Thanks for checking us out and commenting!

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