If you’re like most SMB marketers, you’ve created a lot of marketing copy without taking the time to define your brand voice. And you’ve ended up with copy that doesn’t sound like you at all.
As Erika Heald notes in a Content Marketing Institute post, “If your logo didn’t appear with your content, could you identify the content as coming from your brand? Would someone viewing your content on different channels know it all came from the same brand?”
How to find your brand voice
An authentic voice is a wildly important part of your marketing strategy. But how do you define it? And how do you share it with the people on your team who need to know how to use it?
Around here we say “Give us a week; we’ll give you a voice.”
We take Heald’s advice a few steps further, and use a thing we call the Five Question Process. It’s pretty simple. Each workday for one week, you answer one key question about your brand. You can answer them on your own if you’re a solopreneur, or get your team members involved for a wider view. Plan to spend at least 30 minutes on each answer. You want to really dig deep and give this some thought.
At the end of the week, you’ll have about 80% of the tough work done to create a workable brand voice guideline you can share with your team. You’ll be ready to define, in just a few short paragraphs, what your brand voice stands for, sounds like and intends. And that information will absolutely transform your marketing.