Finding your brand voice.
Most brands don’t have a famous narrator to keep audiences waiting in anticipation for their next ad campaign. But they should all have a voice—even if it is an imagined one.
Are you branding your company for the first time, rebranding, or just defining a brand that has never been clearly communicated before? One of the first things you need to do is to find your brand voice.
What is a Brand Voice?
If you want a literal example, there is none better than Ving Rhames. He has had an impressive career as both an actor and a voice actor. Since 2014, Ving has been the voice of the Arby’s commercials which tout “We have the meats!” Enjoy this “Try Not to Laugh” compilation of his ads.
Most brands don’t have a famous narrator to keep audiences waiting in anticipation for their next ad campaign. But they should all have a voice—even if it is an imagined one.
How Do You Find a Silent Voice?
A lot of imagination is a great place to start. But first, you have to know your audience. Who is your ideal customer? How do you speak to them in a way that is relatable and genuine? What kinds of language would you use or avoid using?
If Your Brand was a Person
What would your brand say? How would your brand move, dress, act? This is where imagination comes in. It can also be helpful to see how others within your company see your brand.
We recently did a simple exercise where everyone was asked to privately message me five words they would use to describe Iceberg Web Design and our services. It was interesting to see how many people had in common. And nearly everyone included the word “Responsive” as one of their answers. Other common themes were: reliable, friendly, and authoritative.
What are Your Brand Differentiators?
You don’t want to be just like all the other guys in your industry. But you also don’t want to be different just to say you are. So, what makes you different, and why does it matter? What are the things that you are—and are NOT?
Have One Person Write
As you are defining your brand voice, have one person do the writing until it becomes solidified. After that, anyone marketing or joining the writing team should get very familiar with that voice. Otherwise, you will be putting out marketing material and blog posts that don’t sound “on-brand.” Don’t worry. It won’t take long for the entire team to be able to emulate your brand voice.
Do You Need Help Finding Your Brand Voice?
From websites to branding, Iceberg Web Design knows how to market your business online. We have solutions to your business problems and can help you grow! We are just a phone call away, 763-350-8762.
