Your Brand Voice: A Clever Journey
In the bustling realm of business communication, your Brand Voice is the secret sauce that adds flavor to your brand's persona. Whether it's the written words dancing across your social media or the spoken charm in your ads, it's the unique way your brand engages with the world.
Archetype: The Voice's Muse
Your Brand Voice isn't a solo act; it's a direct extension of your Brand Archetype. Picture your archetype as the guiding star, shaping the character, language, and motivation of your brand's voice. This is where the magic begins.
The Empathy Quest
Before you dive into defining your Brand Voice, embark on an empathy quest. Slip into your customer's shoes and feel the beats of their emotions. What resonates with them? What tone of voice might strike a chord? It's a journey of understanding, a symphony of emotions.
Talking the Talk: Real Examples
Let's walk through a fun exercise. Imagine McDonald's potential customers gearing up for a drive-through adventure. What's swirling in their minds? Now, switch gears to someone pondering an Advil purchase or contemplating splurging on a designer handbag. Each scenario demands a unique tone of voice.
Archetype in Action
Envision your Brand Archetype stepping into the spotlight precisely when your customers need your product or service. Would it be the comforting voice of Advil, knowledgeable and supportive? Or perhaps the descriptive allure of Starbucks? Maybe it's the rebellious challenge echoing the spirit of Harley Davidson.
Keywords as Building Blocks
As you answer these questions, jot down the keywords. There's no right or wrong; it's about building a repertoire. The next step is refining this list. It's like sculpting, chiseling away until your Brand Voice shines through, consistent and captivating.
Navigating the Tricky Terrain
Navigating consistency can be like tightrope walking. If your brand voice is funny, ensure it's a shared humor, not veering into sarcastic territories. For a children's brand, innocence and silliness triumph over sarcasm. Similarly, for a reflective, dreamy brand, steer clear of dopey associations.
The Workbook Adventures
Delve into the workbook for exercises that hone your Brand Voice. It's about refining your tone, making it a resonating melody across every piece of content. It's a journey of self-discovery for your brand, ensuring it speaks with one coherent voice.
Think about the Brand Archetype you just selected. How would that character talk?
What kind of language would they use? This is the essence of your Brand Voice.
The Clever Scale Game
Take a page from the playbook of brands that describe their voice as "This, but not That." It's a clever game of scales, finding the sweet spot for each pair of words. Funny but not sarcastic, relaxing but not dopey – this is the balancing act that keeps your brand on a consistent and captivating track.
Embark on the clever quest of crafting a Brand Voice that resonates, engages, and leaves an indelible mark. It's not just talking; it's a conversation that captures hearts, one clever word at a time.
