If your company was a person, who would it be?
What would be their favourite song? What would they read?
By answering such questions, you could actually make your business recognizable and identifiable by delivering a consistent message and brand voice. You could develop a style and personality that’s exclusively yours.
What comes to your mind when you hear brands such as AXE, Nike, Coca-cola?
They definitely make you feel a certain way and that is what branding is all about.
But you might think branding is for big companies, why do I need one if I just have a small-scaled or medium-scaled company?
By 2020, it is estimated that 1.7 MB data will be created every second. That’s more than 3,877,140 google searches every minute! In all this digital chaos, 55% of all pageviews got less than 15 seconds of attention. In order for your brand to stand out, you need a distinct and memorable brand voice. Thanks to new technologies like Search Engine Optimization (SEO) and Social Media Marketing (SMM), brands are becoming more complex over time.
So how could your company possibly stand out from all these digital noise?
Find your brand voice!
But first, what is a brand?
A brand is a group of elements that identify a company and distinguish it from the competition. This might include logo, colours and slogans.
Brand voice
Your brand voice describes how your brand communicates with the audience which could influence how people perceive your message. It represents your brand, personality, language and tone.
How to find your brand voice
Step 1: Brainstorm core ideas of your company
Starting is always the hardest part and compromising the entire company to one thing might seem impossible.
For Silk Innovation, we began by inviting the entire company members to submit their ideas and opinions about Silk Innovation’s core values. In the next meeting, we discussed and developed new ideas.
After everything was settled, we moved on to define our brand personality.
Step 2: Discover your personality
A personality should personify your brand.
Remember the questions I asked in the beginning? If your company was a person, who would it be?
What would be their favourite song? What would they read?
More interesting questions would be: If your company was a Greek God, who would it be? If your company was a X-Men character, who would it be?
Worry not! You do not have to recreate your personality. Here are 12 personalities created by Mark and Pearson.
For Silk Innovation, our personality would be somewhere between “the Magician” and “the Creator”. Our slogans would be “if it can be imagined, it can be created”. If Silk Innovation was a X-Men character, it would be a hybrid of Mystique and Storm.
Try it for yourself. Find your brand personality! With an understanding of your personality, your purpose also starts to become clearer.
Step 3: Find your Brand voice
Now, brand voice includes four main components: Personality, Language, Tone, and Purpose.
After you have identified your personality and purpose, you need to find your tone and language of communicating with your customers.
Tone is how you want your brand to appear to others, i.e., helpful and passionate. Language involves the words you use to describe that tone.
Step 4: Refine and focus
Narrow all the data that you have collected and choose your core values. Refine and focus!
If you want to find out your brand voice or improve your digital presence of your brand, Silk Innovation provides you with digital marketing strategies that are based on performance marketing. We work with you to steer your brand in the right direction and ensure that all communication is in line with your company goals and brand. We will fully develop your digital strategy which will contribute to improving the credibility of your brand.
