Last week we planted our feet and tackled marketing’s (current) favorite Buzz Word: Brand.
You remember, right? (That’s my not so subtle cue to click on the remember link for a quick review).
Now that you’ve determined your brand perception, it’s time to define your Brand Voice.
I know I know more “marketing buzz words.” (But believe it or not, brand voice is as important as brand perception.)

What’s Brand Voice?

In advertising messages, website copy, social media content, etc… brand voice is the approach and tone that comes across in a business’s written content. It’s not what you say. It’s how you say it.
Authoritative … Educational … Witty … Snarky … are all examples of the approach and tone that define a brand’s voice.
Essentially, brand voice is how a business expresses its personality.
Here’s an example…

Ross (Dress For Less) Vs. Lucky Brand Jeans

Often when you’re a married guy (like me) your wifey drags you along on an endless parade of (seemingly pointless) shopping trips.
On one such trip near Santa Monica’s 3rd Street Promenade, we visited Ross (Dress For Less) and Lucky Brand Jeans.

Help Wanted: Ross

Loitering near the entrance to Ross (silently praying to all that is holy – God please! – for a quick departure), I noticed an Employment Opportunity sign. Being a copywriter, I’m always interested to see how businesses write promotional copy (which a Help Wanted sign qualifies as).
The sign read…

Hiring Retail Associates
“Interested in a job with a thriving company in the fastest growing segment of the retail industry? Ross offers competitive pay and benefits, with potential for advancement, and a pleasant work environment. We are currently hiring retail associates for this location. Please ask an associate for a job application.”

Help Wanted: Lucky Brand Jeans

After we (mercifully) departed Ross, we made our way over to Lucky Brand Jeans. Once inside the store I noticed a help wanted sign high up on the wall.
The sign read…

“You’re cool.
We’re fun.
You should totally work here!”

Two Brands – Two Distinct Brand Voices

Ross is… a straightforward, no frills discount clothing retailer. Their brand reputation is name brand clothes and discount prices.
Lucky Brand Jeans is… a hip, youth oriented appeal maker. Their brand reputation is trendy stylish clothes for teens and young adults.
The copy in the help wanted signs perfectly expresses each company’s “brand personality?” That’s “Brand Voice.” Ross: Simple and direct. Lucky Brand Jeans: Hip and youthful.

What’s Your Brand Voice?

Let’s revisit the questions I posed in last week’s post…
>What’s unique about your business?
>What’s special about the product or service you provide?
>What’s different about the way you do business?
>What’s the benefit of doing business?
>What’s the vibe of your business – serious and straight laced, witty and fun, educational and nurturing?
>How do you want to be perceived by prospects and clients – an authority in your marketplace, a trusted resource, a fun and engaging personality?
Turns out these questions are good not just for determining your brand reputation; they’re also good for defining your brand voice.
As you answering these questions again, keep in mind the respective “personalities” of Ross and Lucky Brand Jeans.

What About You (And Your Brand Voice)

Any revelations about your business’s personality that come to light in this exercise? Please share on my Google+ page.
P.S. Next week we’ll dive into translating your answers into a style differentiates your brand for the teaming masses in your industry.