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When you hear the word \u201cbrand,\u201d you probably automatically think of a logo, don\u2019t you? You think about the emblem representing a brand – iconic ones like Louis Vuitton\u2019s LV monogram or Nike\u2019s swoosh.<\/span><\/p>\n\n\n\n From there, you might think about terms associated with a brand – that Chanel is chic and timeless, that Apple is sleek and user-focused.<\/span><\/p>\n\n\n\n A brand is all about what people think, feel and see when they connect with your company. It\u2019s the differentiator between you and your competitors. It\u2019s the cornerstone of your business.<\/span><\/p>\n\n\n\n Building a robust client-attracting brand means staying consistent with your values in every client interaction, so that when they think of you, their perceptions are positive and their loyalty is secure.<\/span><\/p>\n\n\n\n So, how do you make this happen?<\/span><\/p>\n\n\n\n Everything you say and do in business is a reflection of your brand. If you\u2019re a founder\/owner who is closely connected with your brand, even your personal posts and actions are impactful.<\/span><\/p>\n\n\n\n Developing your brand voice means starting with the fundamentals of your business and defining what you care about and how you share these things with the world.<\/span><\/p>\n\n\n\n Why does your brand exist? Why does it matter?<\/span><\/p>\n\n\n\n That\u2019s the point you need to get across when you create your brand story.<\/span><\/p>\n\n\n\n When you tell people what your brand does, what it means to you and how it\u2019s unique, you\u2019re being vulnerable and creating an opportunity for trust and connection.<\/span><\/p>\n\n\n\n While there may be a dozen products on the market that are similar to yours, your story makes it unique. Build your brand around you and the stories you can tell about how you\u2019re serving and empowering your clients.<\/span><\/p>\n\n\n\n People want to buy products that solve problems, but at the foundation of it all, they want to connect. They want to know that others are going through the same issues; that their fears, concerns, and goals are relevant; and that they\u2019re not alone in their journey.<\/span><\/p>\n\n\n\n Tell them about the problem you saw in the world, and the product or service you designed to fill that need and make the world better.<\/span><\/p>\n\n\n\n It doesn\u2019t have to be earth-shaking or world peace driven. It can be as simple as <\/span>\u201cWhen I was getting ready for work in the morning, I realized I\u2019d be a lot less stressed if I could write my to-do list while getting ready. However, I can\u2019t write, style my hair and pack lunches at the same time. That\u2019s why I built an app that lets me add voice recordings directly to my list for the day, so I can capture them wherever I am<\/span><\/i>.\u201d<\/span><\/p>\n\n\n\n This is just an example (although it\u2019s definitely an app I\u2019d want!), but doesn\u2019t that message come across as more personable and relatable than \u201cWriteTheThings is an app that allows you to create audio to-do lists\u201d?<\/span><\/p>\n\n\n\n To tell that brand story, you have to find the purpose that\u2019s driving your business.<\/span><\/p>\n\n\n\n What does your brand stand for? How does it reflect your personal beliefs and goals?<\/span><\/p>\n\n\n\n When your brand stands for something and has a purpose, you\u2019ll be able to do more than push products; you\u2019ll be providing genuine value.<\/span><\/p>\n\n\n\n Define the actionable impact you want to see your brand make on the world. Do you create a sustainable beauty product because you want to see people and the planet at their best? Do you offer leadership development programs because you want to give a voice to demographics that aren\u2019t being fairly represented?<\/span><\/p>\n\n\n\n Find your purpose and you\u2019ll find a key motivator for your clients and team. They\u2019ll want to be part of something bigger than a single product or offering – they\u2019ll want to be part of a movement that means something and that brings together people with similar vision.<\/span><\/p>\n\n\n\n Your brand personality can grow from your brand story and purpose. After you know what you\u2019re going to say, figure out how you want to say it.<\/span><\/p>\n\n\n\n Who does your target audience want to buy from?<\/span><\/p>\n\n\n\n Your brand personality can also come across in more than words. The images you choose, the hashtags or challenges you participate in and the content you share are all tied into your brand personality as well.<\/span><\/p>\n\n\n\n Many people get stuck on an idea for a color scheme or a logo because there\u2019s something that resonates with them personally. As a brand builder, though, you want to make sure you have the foundation of your brand in place before you begin to tell a visual story.<\/span><\/p>\n\n\n\n Your brand aesthetics tell a story about your business, whether you\u2019re trying to evoke trust, boost energy, or build relationships.<\/span><\/p>\n\n\n\n When choosing a design look and feel to reflect your company, it\u2019s not just about the logo. You need to consider every interaction a client will have with your brand, including:<\/span><\/p>\n\n\n\n You need to choose these ideas with both strategy and inspiration in mind, so you can make sure YOU come across at each touchpoint, and that these touches are moving your prospects toward making decisions.<\/span><\/p>\n\n\n\n That means everything, <\/span>everything<\/span><\/i> – if you\u2019re sending out invoices, for example, why make them bland and boring? Why send a typical form letter message with them? Infuse your personality into every interaction (<\/span>HoneyBook\u2019s templates<\/span><\/a> make this so easy!), and keep reminding your clients about what makes you unique, down to clever phrasing or quick tips you offer.<\/span><\/p>\n\n\n\n The more cohesive and clear you are about your brand, from key messages to design aspects, the more effective and stronger it will be.<\/span><\/p>\n\n\n\n Your brand should be infused into your marketing, so you\u2019re staying consistent everywhere that you\u2019re sharing your message. That means your website, social posts, blog posts and emails should all look, feel and sound like you.<\/span><\/p>\n\n\n\n Email is the top ROI generating platform (<\/span>up to 4400% ROI<\/span><\/a> – wow!), so you want to make sure your voice and brand are shining through in your email communications to garner great results.<\/span><\/p>\n\n\n\n With email, you have an opportunity to connect with people and to tell them a story. You\u2019re not limited by a character count – you have the opportunity to share who you are, what your brand is and why you\u2019re unique.<\/span><\/p>\n\n\n\n Use email to get your Unique Selling Proposition across to your potential clients or to retain loyalty from your existing ones.<\/span><\/p>\n\n\n\n Use your emails to say, \u201cIt really worked!\u201d For example, if a client has a great experience with your product\/service, use email marketing to share that. Why?<\/span><\/p>\n\n\n\n Don\u2019t be afraid to have fun with these emails. Use pictures, quotes, jaw-dropping stats, and color to make your emails engaging.<\/span><\/p>\n\n\n\n You need to ask yourself a couple of questions to ensure you\u2019re creating an authentic and sustainable brand. These aren\u2019t one-and-done questions; you should ask them often, gauge changes and adjust accordingly.<\/span><\/p>\n\n\n\n There are two questions you should ask yourself frequently to gauge if your brand voice and copywriting is effective or needs an update.<\/span><\/p>\n\n\n\nDISCOVER AND DEVELOP YOUR BRAND VOICE<\/b><\/h2>\n\n\n\n
1 | Create your brand story<\/h3>\n\n\n\n
2 | Determine your brand’s purpose to highlight in your brand voice<\/h3>\n\n\n\n
3 | Define your brand personality<\/h3>\n\n\n\n
4 | Design your brand aesthetics<\/h3>\n\n\n\n
HOW TO INCORPORATE YOUR BRAND VOICE INTO YOUR MARKETING<\/b><\/h2>\n\n\n\n
1 | Share who you are<\/h3>\n\n\n\n
2 | Share results<\/h3>\n\n\n\n
HOW TO MAKE SURE SHARING YOUR BRAND FEELS AUTHENTIC IN BRAND VOICE AND COPYWRITING<\/b><\/h2>\n\n\n\n
Frequently ask, “Why am I doing this?”<\/h3>\n\n\n\n