You might be thinking – why do I need a brand style? Establishing a set of brand elements for your business will help you easily create consistent marketing collateral to appeal to your ideal clients, allow you to be more easily recognized, and save you time. Be sure to have a clear outline of your business plan prior to starting this process. Knowing what you offer, to who, and why is an important part of a cohesive brand and marketing strategy and will lay the foundation for many of the following aspects. Here are the essential elements for brand style, along with our favorite free resources:
VOICE & TONE1. Voice Voice refers to the “personality” of your brand and how it expresses itself to your target audience. It should be unique to you and what you offer, and is closely tied to the values of your business. When considering aspects of your brand voice, be authentic. If it is real, it feels real. Try to describe your brand voice in three words or less. For example, a brand can be friendly, approachable, inspiring, professorial, playful etc. Also consider what your brand isn’t: fun but not childish, clever but not silly, smart but not stodgy and so on. Regardless of your specific voice attributes, keep it personal, professional and clear. Here are some questions to help define your brand’s voice:
- If your brand was a person, what kind of personality would it have?
- If your brand was a person, what’s their relationship to the consumer?
- Describe in adjectives what your company’s personality is not.
- How do you want your customers to think about your company?