What's up brand builders! Stephen Houraghan
here of BrandMasterAcademy.com and in
this video you're going to learn
what brand voice is and how to develop
yours so you can communicate with your
audience in a way that feels familiar to them
and develop a relationship based on
human connections.
now if this is your first time to the
channel welcome this is where you're
going to learn how to build brands that
go beyond visuals using strategy
psychology and creative thinking so if that's what
you want to do hit that subscribe button
and the notification bell and you'll be
well on your way now modern
brands today are increasingly
human and this is driven by consumer demand
consumers back in the 80s and
the early 90s they didn't have a
voice but after the digital transformation
and the advent of social platforms that all changed
and the power is now in the hands
of the consumers so brands
have had to stop communicating in this one-way
broadcast style and have had to adapt
to a conversational communication style
with their consumers so that's what we're seeing today
from brands and brands that haven't
adapted have been left behind brands
that continue to communicate in this broadcast
corporate style are being ignored for brands that are
increasingly human now the
best way to understand this is
to think about your own interactions
with brands now when you see a brand
engaging with you with these
corporate overtones and in
language that you would never use in a day-to-day
conversation would you want to do business with them
over a brand that communicates in a
language that feels familiar to you that
feels conversational that feels
like they're communicating
directly to you me personally I know exactly
which brands I would choose and that's
how I choose with my wallet now it's
important to note here that
the brand voice is an extension
of the personality now some of the most loved brands
in the world have a really unique brand voice that
feels familiar to their audience but that brand voice
is not created in isolation and rather it's an extension
of that personality that the brand has
developed out so it's really important
to keep that in mind as you develop
your own brand voice to make sure that
you're also developing a brand
personality and that your personality
and your brand voice is aligned so
your brand is singing the same tune
so how do you go about developing
out your own brand voice
for your brand well the key is in the
characteristics and that is the most
important element within your brand
voice so you need to identify what
characteristics your audience is going to be attracted to
based on their desires and then you need
to identify what they want from your
brand in terms of the role you play now if that's not
clear enough for you I'll give you
a four-step framework that
you can use to develop out your brand voice
step number one identify the
characteristics that your audience
is attracted to now I use brand
archetypes for this exercise now if you
haven't come across brand archetypes
or you don't know how to use them I'll
leave a link in the description below
and I'll leave a card above as well and
that will explain it all for you but that will help you to
identify what archetype your audience is most aligned to
and what characteristics they're most
attracted to step number two
identify what they want from their brand so
different people will want different
things from their brands and
they'll want the brands in their lives
to play different roles so do they want
to feel secure or safe or do they want to feel
excited or exhilarated or successful or
educated what is it that they want from
your brand because the role that your
brand plays will determine how your
brand behaves step number three align your brand with
an archetype so here you're taking
what they're attracted to and you're
taking the role that they want from your brand
and you're aligning your brand
to an archetype that will best
appeal to them so again make sure
you use the archetypal framework
for this exercise and extract the characteristics
from that archetype and step number
four use the characteristics that you've
extracted from step three to develop out your
unique brand voice so let me give
you an example of this let's
say you've identified a characteristic
from that archetype of rebellious so
the rebellious characteristic is what
your audience is going to be attracted
to then you develop out your brand voice
based off of that characteristic so
it might be gritty or rough or it might
have a no-nonsense approach
likewise you might identify the
characteristic that will appeal to your audience as
wholesome or pure and if that's
the case maybe your brand voice
is soft and calm and reassuring
now the reality is that brand voice is
becoming increasingly important in
any brand strategy and the reason for
this is that we are tired of all of
this push marketing we are
tired of this corporate communication and entities and
brands communicating to us as if we're
robots we're not robots we're people
and if we have brands communicating
to us in a familiar tone of voice
and in a way that appeals to our
emotions then we are going to give that
brand a window of opportunity and a window of
attention that we will not give their competitors
but I'd love to hear from you about
your experiences about brands that
you've noticed with a really unique
tone of voice that communicate to you as
if it feels like they're having a
conversation with you if you've come
across any brands like that let me know
in the comments below I do love to
research brands like that if you've got
any challenges around developing out
your own brand voice let me know
in the comments below as
well I'll do my best to answer all of those
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scratch so if that's what you want get
yourself involved but as I said I would
love to hear from you about your challenges
about your experiences I'll do
my best to answer all of those
until next time brand like a master
and I'll see you in the next video!
