Standards are vital for conducting your business. When you have clear standards and remain aware of what they are and committed to them, your actions and your business display a strong brand to the world.
And what’s the simplest and most effective way to set and adhere to brand standards? It’s to let a framework, like the Brandview Framework be your guide. Your brand standards are the foundation and framework for building a strong brand.
To give you a roadmap, I’ve created a series of blog articles on brand standards and your framework. Today, we’re exploring your brand voice.
The tone and style that you use to communicate with your audience is your voice. It connects you with your audience.
This is the power of a strong brand voice. When done effectively, you won’t just connect, but the voice of your brand will be one of your distinguishing factors in your marketplace. Let’s face it, there’s a lot of competition out there. You need tools and strategies to stand out. Your voice can help you do that.
A distinct brand voice is laser-specific for your company. When done correctly, it makes your business recognizable and you stand apart from others.
This engages your audience and connects with your ideal client. And not just any people, but the right people: potential customers become buyers. Employees feel a part of something greater. Partners engage and collaborate.
How to use voice as one of the five key elements of your brand standards, the standard by which you brand yourself
*The voice of your marketing messages sync with your standards
Let’s say your company voice is formal and conservative. Let that be the standard for your communication with stakeholders, customers, clients. As a side note, if you’re unsure of your company voice, getting clear on your branding archetype will help. An archetype is a recognizable persona that matches your brand. It is a powerful model that can help guide your messaging.
Because voice so closely matches brand archetypes, here’s a snapshot overview of the brand archetypes:
The Magician. Magician brands create innovative, life-changing products and services. That’s the Ethos they stand for.
The Sage. Sage brands illustrate pure brilliance. You can rely on them for unending wisdom. Think of well-established institutions and thought leaders.
The Innocent. These brands are more virtuous. They often appeal to sentiments like nostalgia.
The Outlaw. Outlaw brands personify and encourage being different, unique, standing out.
The Jester. This brand personality lives in the moment. It’s a fun, playful brand. The marketing matches this outgoing, often comical approach.
The Lover. The lover brand typically aims to have patrons think of them when in thought about passion, pleasure, sensuality.
The Explorer. This brand epitomizes freedom, exploration, breaking free. Think of brands like Subaru cars.
The Ruler. Ruler brands are about exclusivity and luxury. Think top of the line Mercedes Benz. They make it known trough their marketing that they’re high-quality, and thus high price.
The Caregiver. This brand emphasizes caring, nurturing. Family brands, like Johnson & Johnson, reflect this personality in their marketing and offers.
The Hero. Hero brands are about bold, brave living. Think about the US Army. The marketing material is replete with people risking their lives, giving their all.
The Regular Guy/Girl. As the name implies, the regular girl or guy archetype focuses on the everyday consumer. They’re down to earth, relatable, non-pretentious
The Creator. This final archetype centers around brands that strive to create offers their patrons can’t live without. Their marketing messages emphasize the deep value of their products and services.
*Your customer service standards must also match your brand voice.
Skim through the brand archetypes above. Which of them match your business? Whichever one aligns well, take careful note of characteristics of that archetype. Think about how they align with your customer service standards. Let’s say, for example, your archetype is the Jester: fun, outgoing, light-hearted. Your customer service standards should center around this same voice.
When you walk into a luxury brand retailer, the customer care matches that of the brand archetype. It’s not just in the store layout, it’s in how they speak with you and care for you while in the store. That’s all part of the company’s voice.
Allow your voice to be one of the factors that shape and influence your business standards. By doing this, you’ll find it easier to stay consistent with your brand and avoid a dreaded identity crisis. Your priority with branding is to maintain a consistent, cohesive story that reflects who you are, what you do, and who you serve.