Your team has all agreed what your voice should be. If you find common ground - like you want to be conversational but still professional, light humor (but in blogs and content marketing only), and have a reading level in mind to target all content for, great! You’re on the right track. Educational might mean a more casual attempt to share knowledge, without sounding like a manual. For example, “not patronizing” might come in play with the reading level. You can also try to use something more succinct, such as:Īfter you’ve talked about these, define - as a team - what these definitions mean in context to your brand. Does it feel stuffy and stiff? Does it use too much conversational humor that might be flying over the head of your target audience? Do we need to do more user testing to find out what resonates? (It’s OK to say ‘yes!’ to user testing!) Try to define your brand voice in three words.Īccording to Content Marketing Institute, try to narrow down your voice style in three words. Get everyone in the room and brainstormĪfter you’ve reviewed existing collateral, ask your team members what they like or don’t like about the tone today.
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Look at the content on your website: How does it sound? Where are the inconsistencies? Once you find them, jot them down and brainstorm how to improve what you have with a more consistent voice, tone, and style. Look at your company’s tagline as a start, and think about how you talk to your customers on the phone or by mail. Review the content you have today - all of it
Alex York, Sprout Social Identify who you’re talking toįirst thing’s first: Who’s your audience? What personas are you targeting? Are you trying to reach young, working mothers? Retired, restless men? Millennial professionals on-the-go? Knowing who you’re trying to reach will set the standard for your voice and tone. These recognizable actions help drive people through your marketing funnel. Here are some tips to help you identify your brand voice.īy maintaining your fundamental beliefs across content, advertising and social media posts, you create similar experiences. Yes, that sounds like a fortune cookie, but what it means is your organization has to start inside your walls with who you want to be and how you want to position your brand voice. Just check out the Twitter responses from their announcement.īut my favorite part of their rebrand efforts was the blog post that was so succinctly transparent about what led them to the logo launch. And despite some criticisms, ribbing, and - ahem, different takes on the logo - Slack kept a good sense of humor about the whole thing. When Slack released their new logo in January 2019, there were varying reactions across the social spectrum. Slack - Clarity is the moral of their story Dogs are their business, and if you love your four-legged friend as much as they do, you’re in good company.
And they’re not afraid to share these photos on their website, their social media, and beyond. While yes, the human/feeder/master is the one who opens the box, it’s the furry ones who enjoy what’s inside. What I also love about BarkBox, even as a non-dog owner, is how much they enjoy their community and shoppers. It’s a pet company, so why not start the conversation with the pet from the get-go? This sets up the conversations to ask how Patches, Snowflake, Teddy, or George is doing and what he or she needs, before asking about you. How do they do this? Because the first step in getting signed up is not BarkBox asking for your name or email, but your dog’s name. (Screenshot from )įriends who’ve interacted with BarkBox love how they personalize their communication with customers, from on-the-phone to chatbots. They’re hungry for details about your four-legged friend.
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And their missions outside of selling their expansion packs include raising awareness on policial issues like voting registration (and poking fun at U.S. The royalty of snark and dark humor, the creators of Cards Against Humanity seem to draw fans from all over the country, if not the world. While you’re here, leave a comment about some of your own favorite brands and why you feel drawn to them - I love hearing about other brands that are killing it! Cards Against Humanity - Stand-up comedy in a box
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Whether it’s the humor they use across their commercials or the way they make you, the customer, feel like the center of their universe, you likely find yourself paying attention to what they have to say, from the TV screen to social media posts. Think about commercials and content you enjoy from brands today. Yes, it’s consistency in delivering new content their audiences expect, but more importantly, it’s consistency in their marketing voice, tone, and style. There’s a reason certain brands are killing it in today’s ever-evolving market and economy: It’s their consistency.
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