herBusiness - The Australian Businesswomen's Network Blog
herBusiness - The Australian Businesswomen's Network Blog

A Copywriter’s Secret To Finding Your Brand Voice

By Belinda Weaver

5 March 2012 | 1 Comment

fingerprint scanOne of the things I ask clients to describe during our copywriting brief is the personality of their brand and the tone needed for the copywriting piece. Your brand personality gives people something to relate to. It also helps to govern what you say, how you say it and where you say it.

Why Should You Bother Defining a Brand Personality?

Your brand is a living entity and you need to think of it as such. When you take the time to assign personality traits to your brand, you create a profile that lets you cross check your communications to make sure they are unified, consistent and “on brand”.

Turn Your Business Into Someone Real

The tone of your marketing and business communication is your brand personality in action. Your brand personality might be just like you, but it might not. To find the voice of your business, you need to start by asking yourself: if your business were a person, what would it be like?

A very simple exercise is to assign three human values that represent how you want your business to be seen.

Copywrite Matters is knowledgeable, creative, and edgy. I use these values to guide how I write about my business and how I communicate with my customers and peers.

It’s also worth digging a bit deeper and thinking about:

  • What’s really important to your brand?
  • Who does your brand aspire to be and what impresses it?
  • Which blogs does your brand like to read and why?
  • What kind of car, food and hobbies would your brand like?

The more you can flesh out about your brand personality profile, the easier it will be to speak in a consistent tone of voice.

Find The Voice of Your Business

The next step is to translate those personality traits into a real voice, the voice of your business. You need to consider vocabulary, grammar and style. Another useful exercise is to decide where your brand personality might sit between these extremes.

Formal___________Chatty

Detached_________Warm

Professional_______Wacky

Serious___________Humorous

Relaxed___________Lively

Just like you, your brand might have different voices for different audiences, but they should always be guided by those high level brand values. Consider how the tone might change in different circumstances, such as the first time you communicate with a customer versus how you talk to the most active members of your social media communities.

Differentiate Your Voice

You might find that when you first do these exercises, you’re selecting broad-brush values that don’t really differentiate your business. Professional. Reliable. Cost-effective. This is especially the case for B2B brands.

You can differentiate your business through the integrity of your brand's voice, so it’s important that you are committed to the values you assign.

Do you think of your business as having a personality? Have you taken the extra step of profiling it? Let me know what you think!


Belinda Weaver, Copywrite Matters

Blogger

Belinda Weaver, Copywrite Matters

Belinda Weaver

Belinda Weaver is a professional marketing copywriter who confidently walks the line between writing effective online copy and creating an engaging online brand. You don't have to choose between them and the right words to make a difference. She has more than a few years chalked up as a marketing...


Read more about Belinda Weaver

1 Comment »

No comments yet.


RSS feed for comments on this post.

Leave a Comment

Related Content

Get More Value from Your Advertising Dollar - 8 Effective Advertising Techniques

By Dean Parker

An easy to follow, 8-step plan will help increase results from your advertising. Many small business owners take a shotgun approach to advertising, hoping that they will hit their target. This approach can waste time and money. The reduced returns can harm your business. Now is the time to re-think your advertising strategy.   Get [...]

Read More

Facebook Loosens the Reins on Promotions, But Don’t Forget the Legals

By Alicia Beachley

In what will be seen as a welcome move by many who run online promotions, Facebook has done away with the requirement that promotions and contests can only be administered within 3rd party apps. Its updated rules allow businesses to run promotions and competitions on their Facebook page’s Timeline, with no requirement for an app. [...]

Read More

Bust Through Online Clutter with this Low Cost, Easy Tactic

By Vivienne Kane

Marketing can be a bit like a sport. The aim of the game is to get the eyeballs of your audience. The prize is attention that lasts long enough to for your message to be remembered. You will know from your own email inbox and social media feeds that standing out online is becoming harder [...]

Read More

Online Marketing Tips for Small Businesses

By Ruth Perkins

When you own a small business, every decision you make is critical. Your marketing strategies are among the most costly and critical ones. So how do you take the little you have and turn it into gold? Use online marketing methods as much as you can. It’s not clear to all what exactly online marketing [...]

Read More

Seven Tips to Get the Best Marketing Consultant for Your Business

By Megan Barrow

Marketing Consultants seem to be everywhere! Marketing, like many service industries, has a low barrier to entry and people can easily profess to be an “expert” with little experience. Think Social Media: How many workshops do you go to where you’re left saying “but what do I do now?” It was for these reasons I [...]

Read More