How can we adapt our own strategies (with limited budgets) to the new COVID world, where potential customers are harder to reach online?
Your brand’s voice is your voice. It connects your business to your customer.
But how do you decide what that sounds like? What does your brand voice embody? And how do you share that with others?
First, figure out who you’re talking to.
Each of the Kardashian sisters has strong followings of their own. They all have niche audiences and markets who favor and respond to them.
A niche audience is a valuable treasure for several reasons, not the least of which is having one takes off a good chunk of pressure.
If your business or art is for a specific audience you don’t have to search too far to find the right way to communicate with them. Chances are you probably already know exactly how to do it, because you’re part of that niche yourself.
But knowing how to talk to people and cultivating effective, lasting, and memorable communication are two different things.
When you’re promoting your passion – your art or business – you needn’t be shy in the slightest. You’re showcasing your worth, your undeniable value, your very special it factor.
Do not hold back. A brand voice should be distinct.
It should ring beautifully and clearly like a crystal bell, not be generic or irritating like the ding at hotel front desk.
Start by writing down your brand’s core values – it’s reason for being. Nothing too fancy or long. Just a sentence or two; the very first things that come to mind.
Once you have that sentence or two, rewrite it over and over again. Rework it a little every few days, amplify, add more as you see fit.
The idea is to start with the very basics – the briefest possible explanation of who and what your brand is.
Then, spend a good amount of time really sitting with it, playing with it, switching out different words to adjust the tone and feel. You’ll know when you’ve got it. Write it down, over and over again. Write it down all the time, like you did your multiplication tables. Say it out loud. Say it into your phone.
Again, just a sentence or two explaining your superpower.
You probably don’t think too much about it, but this is an exercise in exploring that element. Think about it, find it, write it down.
And again, cycle through it. Write it down and rewrite it and say it aloud, and record it on your phone and switch out words and rework it until both your reason for doing what you do, and your unique quality are crystal clear to you.
Eat, sleep, live and breathe those words. They are your messaging and since they’re words you came up with and wrote down they’re automatically your voice.
To bring it back to my favorite multi-billion dollar family, the Kardashians have touted their messaging from the beginning – whether anyone believes it or not – but they’re all about family and all about fashion.
Clearly, those two elements are the underlying messaging beneath their success.
But you have to get comfortable with your own voice, in your own space, and your individuality.
And it will take practice. So dispel any and all thoughts of sounding silly or overzealous or pretentious. Nothing is too much, unless it’s word-count. Remember, you’re doing something you love and believe in. And as long as that remains true you will be successful. There’s no room for self-doubt in that mix.
When you’re talking about your passion and what you love you can never be too excited or sound ridiculous. LEAN ALL THE WAY INTO IT.
It’s okay if your language and your personal voice isn’t flowery or whimsical or over the top, or aggressive or bold. That’s what graphic design and photography is for.
The easiest way to find your brand's voice is to practice using it. When you're talking about your passion and what you love you can never be too excited or sound ridiculous. LEAN ALL THE WAY INTO IT.
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