In a previous blog post, we went over how branding creates a huge impact on your business and all of the great things strong branding can do for you. So it’s time to show you how to find your brand personality, voice, and tone. What exactly does that mean?
Brand voice is the personality and emotion portrayed by your business’s communications.
Brand personality is a set of human characteristics that are attributed to your brand’s name and something your customers can relate to.
Brand tone is how you express the brand personality you want your business to portray.
In order to find these, you need to sit down and think about your ideal audience, who are they? How do they communicate? What are their characteristics? Now think about your business’s values. Now that these have been defined, you can establish clear guidelines for you to make sure your brand’s voice, personality, and tone shine through every time. Let’s get to work!
Defining your audience
Imagine the type of person that you believe would gravitate toward your product or services. Are they male or female? How old are they? What are their habits? Fill out some demographics and psychographics on who you think they are. Do some research and really narrow down their behaviors and how they communicate. This will help you in your brand’s tone and voice.
Define your values worth communicating
Think about your business’s core values. Identifying these will allow you to determine what language you need to communicate your message effectively. To do this, answer the following questions below:
Why did you start your business?
What makes your brand unique?
What do you stand for as a brand?
These can be kept just for yourself and your business but answering these helps put into perspective how you’d like to take on communicating these with your audience in a way that resonates with them.
Try an exercise
Have you heard of the “We’re _______, but we’re not _______” exercise? It’s literally just that, fill in the blanks of what your business is and is not. This way it’s clear to determine your business’s personality and voice. According to Stanford professor Jennifer Aaker, there are five dimensions of brand personality.
Each one contains a set of traits, and those traits can be used to compose the personality of your brand.
Create guidelines after compiling all of this information and share them with your team. It’s helpful to have clear guidelines they can refer to. This way anyone writing content, updating your website, or handling community management on their social media accounts that ALL communication is consistent for strong branding.
There you have it! Now you can buckle down and become the branding guru I know you can be!
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