This is something you might not have considered but think about this for a second. How do you greet your friends, teachers, manager, boss, child, spouse, parents etc.? Do you greet them differently?
Your brand tone of voice is the way you communicate with your audience via written media or any form of media really.
Your brand is your avatar (↑ ↑ previously talked about above ↑↑) it is how you choose to communicate with your audience and in turn it is how your brand’s personality is created.
As a freelancer looking to brand yourself or a blogger self-marketing, it is a lot easier to create a brand voice because the number of people speaking at the same time is a lot less. You might be the only person in your company which means there is only one tone of voice that your audience will hear.
Try to imagine your audience in a room with you (describing our audience, was previously talked about) how would you talk to them? Would it be formal, informal, casual, friendly, fast, slow, etc.?
Finally do you use jargon? Jargon is basically specialised or technical language used by a profession or group that can’t be understood by others. Slang would be the casual informal version of jargon.
Many people say to avoid using jargon, but then again it really depends on who your audience is and how well-versed they are in the field you are branding yourself in.
Instinctual Branding: Defining Your Why
Here we are going to look at how to connect fully with our audience so we can better communicate our brand’s message. I’d like us to look at something called the “Golden Circle” (below) by Simon Sinek a speaker who has the 3rd most popular TED Talk video of all time
Simon Sinek begins by asking a simple question: Why is it that a few individuals and companies end up being more creative, more persuasive, and overall more successful than their competitors? So why is it that some are rewarded with high customer and employee loyalty?
Individuals such as Martin Luther King Junior., Steve Jobs, and the Wright Brothers who came from such different, yet all began asking one simple questions, “WHY?” They understood that no one is willing to do anything like buy or subscribe to their movement(s), or idea without knowing the reason the WHY.
Beginning with your WHY demonstrates that most influential people in history all thought / think, move, and communicate almost identically in a way that most people do not understand. Simon Sinek refers to this as “The Golden Circle,” a framework where companies and/or individuals can be created, innovations can be guided, and individuals could be inspired. It all begins with WHY.
Here he explains of how most businesses and people try to sell. First they start by explaining what the product or service does. Second they explain its process or what specific actions to take for x to result in y, and then stop there.
However, most people aren’t interested in hearing the what or the how first. We are interested in the why because if we can relate to the why we will then be willing to listen to the how and what.
People don’t buy what you do, people buy why you do it.
Flip from how, what, why to > WHY, what, how.
The goal is not to do business with anybody who needs what you have. The goal is to do business with people who believe what you believe!