One of the (many) perks of being a freelancer is getting the opportunity to travel – I can do my work from pretty much anywhere.
No need to ask a boss for permission, I just grab my laptop and go!
Just 2 weeks ago I spent the weekend in Paris to celebrate my mother’s birthday 🎂
It was great to use my French again. It took me many years to become fully fluent, and I’m always afraid of letting it get too rusty.
It had been more than a year since I’d had an opportunity to speak the language, and I always notice that I almost have a different personality when I speak French…
A different “voice”.
Voice is something I pay a lot of attention to.
So many people equate branding with visuals, but good marketers understand that voice is just as – if not more – important!
Over time, I create a brand voice guide for all the clients I work with on retainer. I study their previous copy, what they’ve written and posted in emails and on social media…
Then I make a detailed guide…
Sometimes clients are shocked – I often end up sounding more like “them” than they do. It also allows them to find their true voice when they’re creating other content.
Clearly defining your voice will separate you from your competition – you’ll never sound generic, dull or inauthentic!
It’s this authenticity, combined with good storytelling, that makes you and your brand stand out…
While also generating a devoted following of customers who LOVE your messaging.
I’ll end this email with 3 basic tips to help you define your “voice”.
- Know the word that best describes your service. Your branding should always be linked back to this word/concept. For example, it might be “simplicity” if your goal is to make your customer’s life simpler. Or it might be “elegant” if you’re trying to attract leads for a more exclusive clientele.
​ - Knowing 3-4 adjectives that most closely describe your brand. Maybe these are “expensive”, “elegant” and “exclusive”. Or maybe they’re “friendly”, “accessible” and “funny”. It can be any combination, but the better you know them (and the more you pepper them through your marketing), the more success you’ll have transmitting your message. You’ll also have a better chance of attracting the leads you want.
​ - Create a Brand Voice Guide as a reference point. This is best done with a professional copywriter or marketer who will analyse everything from the skin tone you use in your emojis to your use of punctuation.
Hopefully these tips are helpful.
Slainte 🍻
Shane
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