finding (and expressing) your brand voice

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Your brand voice

“An expression of the values that shape your organization

— it best delivers the messages you’re trying to send and

shapes the perception of your brand not only through what you say but how you say it.”

Brand voice is:

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HOW BRAND VOICE

WORKS

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FINDING YOUR

VOICE

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Components of your brand voice

• Essence• Point of view• Personality• Tonality

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The brief, tell-all statement that captures what a brand uniquely stands for.

Brand Essence

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Free the “what if?”

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Magical family fun

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Rewarding everyday moments

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Getting to the brand essence:

• Try to think of several words that best describe the experience of doing business with your company.

• Think about what your customers feel when they shop at your store or buy your product — what are the emotions your brand evokes?

• How are you different from your competition? What do you do better than anybody else?

• Is the brand experience true no matter where people encounter it? Are the words you use still relevant whether consumers interact with you online, in a retail store, at a trunk show, or anyplace else?

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How your brand sees the world, and your unique knowledge and perspective that drive

what you care about.

Brand Point of View

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What your point of view includes:

• What you know about — better than anybody else

• What you choose to focus on and care about

• How you uniquely bring those things together to create something that people care about

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The characteristics that make up your brand; how people perceive you.

Brand Personality

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Uncovering your brand personality:

• If a brand were a person, who would it be?

• What adjectives would you use to describe that person?

• What are people’s perceptions of your brand? How do they respond to your brand?

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How your brand “sounds” to the world

Brand Tonality

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Your tonality is created by:

• The words you choose

• The syntax you use (how you put the words together)

• The style you use (choices in punctuation, capitalization, formatting, etc.)

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BRINGING IT ALL TOGETHER

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Brand essence: Innovative fun that offers value for the money

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Brand point of view: •We have always succeeded in business by offering consumers another way, a better way and being willing to fight their corner. The world has changed a great deal in the 40 years that Virgin has been in business but we have moved with the times and we have always listened to what people want.•Our vision is to contribute to creating happy and fulfilling lives which are also sustainable. We do not want sustainable lifestyles to be dull and hard work, but for people to enjoy life, safe in the knowledge that we're working hard to make all our products responsible and sustainable.•“Virgin Atlantic makes every day a happier day. It is a tonic for the soul, delivering great product, and great experiences for customers all around the world.”

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Brand personality: •Optimistic•Humanistic•Rebel•Clever•Charismatic

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Consistent

Unique

Authentic

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QUESTIONS?

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THANK YOU!

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