Everyone extols the virtues of having a strong brand, but let’s face it, a logo and color palette seldom convert prospects into customers. If you want to truly have a brand that impacts your bottom line, you need to have a strong focus on brand voice.
Building an authentic brand voice allows your team to get on the same page, speak the same language, and tell your customers the same story. It emboldens your marketing team, empowers your sales team, and assures your executive team that their brand is in good hands.
If you really want to build an authentic brand voice, it’s not rocket science. Simply follow these 4 steps and you can build an authentic brand voice that resonates with everyone who touches it.
This is simultaneously the most important and the most overlooked aspect of building an authentic brand voice. Too often, marketers will hole up in their office for a week and emerge from the ether with a glorious brand document that they mostly made up. That’s great for an art project, but if you need something that people can actually use, you should try talking to the people who will use it.
If the purpose of a brand is to help you sell more products, you may want to talk to your sales staff about your brand. If you need to communicate your product’s superiority, make sure you talk to your product team, etc.
Here is your ultimate brand interview checklist:
Ask these individuals about your company, product, and clients. How do they view them? How do their clients view them? What’s most important to them? Once you’ve conducted your interviews, it’s time to look at some context.
Secondly, you’ll want to make a list of the places that your brand will be communicating. This includes internal communication and external communication alike. Look at all of the following questions and make sure you have good answers to each:
Once you’ve answered these questions, we’re ready to build!
Start by building a great outline of your brand’s voice. You want to make sure that you know when, where, and how your brand’s voice will be used at all times. Ideally, it will look something like this:
Finally, fill in the outline with your brand’s unique voice. Make sure that it is authentic to the results of your interviews and not spin. It’s important to make this document as genuine as possible. Once you’ve filled in the blanks, incorporate this document into your brand identity guidelines and work on enforcing your brand’s voice over time.