How to create a brand voice that sings loud and clear

What’s your story?

What is a brand?

But first, what a brand is not…

A brand is not a logo.

A simple, visual mark that:

• Creates immediate recognition• Hints at the essence of your brand• Serves as visual shorthand for the

organization• Derives its meaning from the

quality of things it symbolizes

A logo is…

A brand is not a tagline.

A tagline is a succinct phrase or slogan that communicates a single, but powerful brand message. It should:

• Clarify• Express an important brand attribute• Support your position• Aid in brand recognition

A tagline is…

and most importantly…

A brand is not what WE say it is.

A brand is what THEY say it is.

Your brand is the essence of what will be experienced or delivered.

It represents and reflects the sum total of your reputation, personality, services and offerings … all rolled into one.

So… what is a brand?

What is a brand promise?

In a sentence or two, your brand promise conveys what it is that makes you “you,” while saying what your target audience can expect from you … that no one else can provide.

What makes you special.

What is a brand voice?

Your brand voice is what you use when speaking to others. It will frame the language used in all of your communications. Your voice should sound like you, but be worded in a way that resonates with your audience.

Loud and clear.

Why does it matter?

If you’re confused about what your brand is all about, let alone how you talk about it…

You can bet your audience is confused, too.

Clarity is key.

BRAND PROMISE

BRAND VOICE

BRAND

How do you find your brand voice?

• What is your brand all about? • What is your “true story?” Your passion, purpose and promise? • What does your voice sound like – to your clients, prospects and

employees?

Step 1: Discovery.

Bring your brand voice to life.

• A one-sentence mission statement that anyone can repeat• A memorable, authentic tagline• Fully developed key messages

Step 2: Shape your story.

Your brand voice should be clear at every single touchpoint.

• All marketing materials (digital and print)• All social media• All public media• All traditional media• HR: hiring and training• Every interaction between any employee and your audience

Step 3: Share it. Everywhere.

Now it’s your turn.

• What is your current mission statement?• If your brand were a car, what would it be?• What color would the car be?• What kind of dog would ride in that car?

Look again at your mission statement. Look at those descriptors you wrote down. Do they match up ... at all?

Who are you (really)?

10 - 15 adjectives that define your company. Things to consider:

Let’s make a list.

D I F F E R E N T A U T H E N T I C

R E L E V A N T M E A N I N G F U L

from competitors to who you are

to your audience to you

Draft a one-sentence mission statement.

Pull words from your list. Your statement must:

• Tout your relevant difference• ... and connect with your audience.

Don’t forget the WIFM!

Brand voice in a digital world.

Your website needs to quickly answer these questions:

• Who is this?• What are they about?• Why should I care?• What’s in it for me?

Website Philosophy

Audit your brand promise and voice.Audit your website and other marketing materials.

• Does every main web page reflect your mission statement and brand voice?

• How about your social posts?• Printed marketing materials?• Digital and traditional campaigns?• … you get the idea, right?

Homework:

Never miss an opportunity to brand yourself.

thank you