Stand out with your unique brand voice
Remember in 8th grade English class when you had to read about Hamlet and conduct a thorough book review about Shakespearian classics? Can you recall the many times you probably dozed off because it bored you to tears?
Having a brand that doesn’t suit your audience feels the same way.
Now that you’re probably older – and a lot wiser – and probably read a little bit of Shakespeare over time, understanding his comedies, drama, and otherworldly plays are easier than when you were in 8th grade and just hitting puberty.
When it comes to branding, you should be trying to reach the right audience with your message. That’s why people invest thousands of dollars on website development, brand identity, and visual resources — to weed out people who don’t fit the criteria.
Interestingly, a lot of people wouldn’t tell you that defining your brand voice often does the same thing, especially when you’re a digital course creator who wants an audience to love the way you teach.
Keeping your brand voice consistent is especially important when you’re starting out because it puts you in a unique position to attract the right audience. As your business grows, so does your brand, and standing out with a unique tone or position stands out in the Internet’s echo chambers of mass marketing.
You might have a little difficult pushing through the noise today, however, once you figure out how to attract the right people – with a unique mix of business expertise and personality – you’ll be able to create content your audience loves.
And if you’re feeling a little bit stuck, I have the right training just for you 😉
Now, on to the fun part!
See – I didn’t start Isabel and Co with a clear direction when it came to my brand’s voice. I tested numerous ways of writing my content before I came up with the right one for me: casual yet informational.
Friend, I’ll be sharing with you five easy activities you can do to get clear on your brand voice and attract the right audience! Are ya ready?
Activity #1: Find your brand promise
Knowing the result you promise customers is a must for any business owner. Ask yourself: why do you do it?
You can simply write a 1-2 sentence copy of what you promise customers — take note of your who, what, and how. For example, Isabel and Co’s is: I help ambitious women create a profitable business that works for their lifestyle through interesting copy and sales education.
And if you’re unclear about your own brand promise, dig deeper into why you started a business in the first place. What problem were you trying to solve? How about any unique skills or expertise that people want to pay for?
It doesn’t have to be a complicated business proposal, full of stats and figures. A brand promise is meant to be simple and carried throughout your entire customer journey.
Take a look at companies like Apple whose brand promise is literally “Think Different.” H&M’s is “More fashion choices that are good for people, the planet, and your wallet.”
Once you know what you’re delivering, you’ll spend less time sounding like a robot when writing social media captions.
Activity #2: Figure out how your ideal audience talks
Have you ever met someone whom you really clicked with and talked to often? And then suddenly you’re both using the same words and slang?
That’s gonna be you and your ideal audience, fam 😉
It’s super important to know the people you’re talking to in order to write relatable content. A lot of new entrepreneurs forget that niche building is one of the most crucial aspects of creating a brand, and sometimes jump headfirst into marketing without a clear direction.
As you’re defining the brand voice, take note of the different keywords and phrases your dream clients use.
Case in point, if you’re talking to e-commerce store owners, they usually say ‘customers’ while marketing coaches would probably use ‘prospects.’ These terms essentially arguably have the same meaning — but it’s the context that makes them different.
Activity #3: Describe your business with a couple of adjectives
Put simply, a brand voice is an extension of what your business is all about. If you’ve done the hard work and accurately described your business using the who, what, where, and how formula, then this activity shouldn’t be difficult!
In fact, you can go through it with ease, knowing that it’s gonna work.
Okay, this is all about knowing how to communicate with the right audience. I want you to list down 6-10 adjectives that describe what your business is about. Later on, pull up the top 5 of that list and see how you can incorporate it in your voice.
From there, pick one adjective to describe – or call – your dream client. For Isabel and Co, I call them go-getters! Whereas for big brands like Frank Body, they say ‘babe.’
Activity #4: Develop your own brand voice chart
Once you have a couple of adjectives for your brand, it’s time to create a chart that allows you to describe your voice using three columns — Description, Do, and Don’t.
I like to call ‘em the three 3 D’s, like P-Diddy! 😅😝
This can easily be done even with a full-on excel sheet and doesn’t have to be too complicated. By doing this, you’re looking at what your brand stands for which helps keep your brand voice direct and consistent.
Activity #5: Apply it directly to all social media channels
If you thought a consistent brand voice is only limited to your website… See – social media platforms are an extension of your website and should be kept consistent at all times.
I find that after writing a massive blog post (like this one), I try to immediately re-purpose it on my social media profiles to keep myself in the “zone” and stay consistent with what I want to say! More importantly, this tiny habit makes my messaging clearer, thus, helping me create awareness for my brand.
BONUS: Interact with your ideal audience on social media too!
I LOVE when brands share a little bit more of their personality on social media! You don’t always have to share values and offers — you can simply talk to people and let them get to know you (digitally, of course!).
Once you do this, your brand voice will naturally stem out and you won’t have difficulty reaching the right people.
So, what’s next?
Focus on developing a brand voice that feels natural to you and is an extension of the business. This way, you’re targetting the right people with content they’re interested in. It’s important to be clear and consistent about communicating with people, especially as you’re starting out. This will make them feel like they know you too!