Creating A Great Brand Voice Part Two
To be successful in business, you must have a great brand voice. It needs to convey the right message, tone and image. Here's part two of two on how to do that.
No need for an introduction here, (if you really do want one, though, head to part one for exactly that along with tips 1-5) this piece does what he says on the tin.
6. Create A Template Sheet And Fill It In
A little more descriptively, you want to create a sheet with a few headings with white space below each one. In those gaps you’ll fill in everything you can to describe the people you’re marketing to. Some people might worry that they’ll miss out on potential customers if they narrow down too much, but it really is necessary.
You need to know who your target group in order to pitch your brand voice so it speaks to them. You’ll still catch attention elsewhere, but you have to ensure your potential customers feel like your brand is talking directly to them. That’s why knowing who they are is so vital.
A good template helps you to do that as it allows you to gather information such as their gender, their income, where they live and other details of their lives. It guides your market research and underpins the creation of your brand voice.
7. Use Your Template To Develop A Style Guide
Now you know who you’re targeting, you need to develop a style guide. This is a working document which helps instruct you and your team, including any freelance or agency staff, in how to write for your brand. You need to use your company values to inform this, but you also need to think about how your target group speaks and acts too. That’s why the template discussed above is so important. If you are marketing to people in later life, it isn’t wise to use the term ‘sick’ unless you are speaking about its literal meaning. However, if teens are your most likely customers, it could very much be part of the vocabulary you include as it, somewhat bizarrely (Am I showing my age?), suggests something extremely good to younger ears.
8. Use The Style Guide
A style guide is only valuable if you use it. Put it to work by using it to inform everything you and your team do when it comes to your brand voice. If you don’t, you’ve wasted your time creating it.
9. Stay Updated With The Latest Trends
Things change over time. Subsequently, so must your brand voice. Fashions, societal attitudes and behaviours all differ from one era to the next. If you want to stay vibrant, you need to make sure your brand voice does too. A brand voice isn’t a ‘do it and it’s done’ thing. It evolves and if it doesn’t, the brand will wither and die. Be prepared to adapt and ensure your brand is speaking to its target audience in every era.
10. Don’t Be Afraid To Kill Your Babies
OK, please don’t take this literally. Just because they’re part of that wave of change I discussed in the last point, doesn’t mean we have to get that drastic. All it means is, if the brand voice you’ve been working on (that kind of baby!) can be improved in some way or somebody suggests an alternative which is much better, don’t be frightened to scribble over yours in red pen and use the new, more effective one.