Finding your brand voice

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    10-May-2015

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What is your organization's voice, how do you find it, and where should that voice be heard? This presentation will review what a real brand voice is and why it's critically important in all communications, show strong voice examples from the for-profit and non-profit worlds, and walk through a voice exercise that organizations can do to help find or hone their voice. Presenter: Lisa Kaneff, The Next Chapter RELATED LINKS: http://thenextchapter.me/ https://www.salsalabs.com/support-community/blog

Transcript

  • 1. FindYourVoice: AnExerciseinFindingyour Organiza4onsBrandVoice YourOrg Here #FUSEvoice

2. LisaKane Copywriter,Marke4ngConsultant TheNextChapter #FUSEvoice 3. OurAgenda! IntrotoVoice FindingYourVoice UsingYourVoice RaiseYourVoice(Q&A) QuickCheck: Whatwouldyouliketo focusontoday? #FUSEvoice 4. LETSTALKABOUTVOICE #FUSEvoice 5. NameThatVoice #FUSEvoice 6. #FUSEvoice 7. NameThatBrand #FUSEvoice 8. #FUSEvoice 9. TheVoice #FUSEvoice 10. WhatisBrandVoice? Brandvoiceisthepurposeful,consistent expressionofabrandthroughwordsand prosestylesthatengageandmoQvate. -Larsen(Agency) #FUSEvoice 11. WhatisBrandVoice? Itsnotwhatyousay,buthowyousayit. Thisencompassesnotonlythewordsyou choose,buttheirorder,rhythmandpace. -HarrietCummings(Dis4lled) #FUSEvoice 12. Peopledontalwaysrememberwhatyou sayorevenwhatyoudo,buttheyalways rememberhowyoumadethemfeel. -MayaAngelou WhatisBrandVoice? #FUSEvoice 13. WhyisitImportant? YourOrg #FUSEvoice 14. WhyisitImportant? User Org #FUSEvoice 15. OneMessage,TwoVoices #FUSEvoice 16. OneMessage,TwoVoices #FUSEvoice 17. ValueProp: GiveHope GetSerious #FUSEvoice 18. DonateCTA: HelpNow Donate #FUSEvoice 19. FINDINGYOURVOICE (USINGACOMPLETELYFAKECLIENT) #FUSEvoice 20. InvestmentLiteracyNon-prot GoalistoencourageGenY/Millennialsto learnaboutinves4ngearlytoavoiddebt Project:RevampingWebsite,Re-launching webpresence&marke4ngini4a4ves CTA:Learn,Share,Visit MyInvesQngStrategiesSuck (MISS) #FUSEvoice 21. Step0:UnderstandYourAudience GetInTheirHearts&Minds KnowOtherBrandsTheyLove ThinkAboutHowTheyTalktoEach Other&HowPeopleTalktoThem #FUSEvoice 22. Millennials: WhoAre They? #FUSEvoice 23. Millennials:BrandsTheyLove Whatconnectsthem? Fun,irreverent,social,useful #FUSEvoice 24. Therefore HowWeWanttoTalktoThem Inspira4onalvs.Direc4ve Nevercondescending Understanding Fun/Funny,Irreverent CasualinTone #FUSEvoice 25. Step1:GatherExamples DonthavetobepeerorganizaQons Donthavetohavethesamegoals Dontevenhavetobenon-prots #FUSEvoice 26. VoiceSummary: Formal.Straighaorward.Strong.Youcantrustusbecausewetake anacademicapproachtohelpingyou. #FUSEvoice 27. VoiceSummary: Coolandauthorita4ve. Theprofessoryoulovedin collegewhoexplained thingswithoutbeing condescending.Uses referencesthatthe studentwouldget.Here tohelp. #FUSEvoice 28. VoiceSummary: Veryconversa4onal, wribenthewayaperson wouldspeak,casual, cheeky. #FUSEvoice 29. Feedback Progressivehad*too*muchvoice Opera4onHopewastoowordy.Dense. ClosestwasCFPB Approachable Accessible Relatable Understandable #FUSEvoice 30. Step2:Personica4on Canbeanyone,deadoralive Musician,comedian,actor Needstobeknownbystakeholders #FUSEvoice 31. VoiceCharacterisQcs TheMISSvoiceis: Familiar Conversa4onal Spunky,sassy Ac4on-oriented Humorous Suppor4ve Encouraging Upbeat Condent TheMISSvoiceisnot: Cheeky,cheesyorirreverent Tooowery Long-winded Hard-edged,sales-y,preachy Meanspirited Condescending Know-it-all Nega4ve #FUSEvoice 32. GeorgeClooney Trustworthy Humorous Beloved Respected Straighaorward DarkHumor #FUSEvoice 33. NeildeGrasseTyson Irreverent Professorial DarkHumor Excitable CounterCulture Coolkindof. #FUSEvoice 34. JimmyFallon Funny Friendly Nevermeanspirited Notcondescending Approachable Relevant #FUSEvoice 35. Step3:CreateVoiceGuide Keepinmindwhowillbeusingit Howwouldthecelebrityreadyoursite? Rememberitsalivingdocument #FUSEvoice 36. Step3:CreateVoiceGuide 1. TargetAudience(s) 2. DesiredVoice&UserExperience 3. ContentTypes,CopyFeaturesand Guidelines #FUSEvoice 37. TargetAudience Youngpeople,aged25to34whoarehesitantto trustthemarketsandarelookingfortoolsto helpthembeberplanfortheirnancialfuture. #FUSEvoice 38. DesiredVoice&UserExperience Thevoiceisfriendly,familiar,encouragingandat 4meshumorous. Thevoiceisofatrustedpeerwhosbeenthere andgetsit. Learningthestockmarket&inves4ngistough, butitsworthitandanyonecandoitwiththe rightinforma4on,guidanceandtools. #FUSEvoice 39. DesiredVoice&UserExperience Whyistheuseronthatpage? Whatwilltheybefeelingwhentheygetthere. Anxious,confused,excited,determined,orembarrassed? Whatcanyousaytoinspirethethenextstep? Whatwouldtheywanttohear? Kickinthepantstogettheirnancialhouseinorder? #FUSEvoice 40. ContentTypes,CopyFeatures& Guidelines Punchy,upbeat,conversa4onal,concise/short Bulletsandchecklistswhenpossible Connectcontentin-linew/hyperlinks Usebenets,notscaretac4cs #FUSEvoice 41. In3Words,MISSis APPROACHABLEfresh&smart Thesiteshouldbeanauthorita4veresource.Itshouldfeelbothyouthfuland establishedwithasmartandfunnytonethatyouwouldndonTVshowslike 30RockorHowIMetYourMother. SHAREABLEcreaQngviralcontent Informa4onshouldbegoodanduniqueenoughthattheyfeelotherswillnd ituseful,andthattheyenjoyeditenoughtoshare. ENGAGINGdrawusersin Thesiteshouldmakethesubjectfunanden4cingthroughthecontenttone, designandgeneralpersonality. #FUSEvoice 42. Verboten! Financialliteracy(insteadusenancial understanding,moneysmart,etc.) AllcontentshouldbewribenfromaposiQvepoint ofview;avoidanynegaQvespins Noguarantees,e.g.ifyoudothisyoucan achieve,asopposedtoyouwill. #FUSEvoice 43. Step4:BringtheVoicetoLife Geteveryoneonthesamepage PracQcethevoice Givespecic,direcQvefeedback #FUSEvoice 44. ExamplesofFeedback UnhelpfulFeedback: Idontlikeit Itsnotquiteright Itneedsaliblesomething Canyoupunchitupaliblebit? HelpfulFeedback: Itsalibletooowery Canyoumakeitmore conversa4onal? Itseemsabittooserious Thisneedstobemoreurgent 45. USINGYOURVOICE: ONEVOICE,MANYEXPRESSIONS #FUSEvoice 46. OnYourSite Naviga4on/Menus Headlines GeneralContent Ar4cles BlogPosts Bubons Promos Overlays #FUSEvoice 47. InMarkeQngMaterials Ads(Print&Digital) Emails SendersVoices SubjectLines CallstoAc4on DirectMail Invita4ons #FUSEvoice 48. OnSocialMedia CasualVoice Inquisi4ve&Engaging Addnuancestoyour guide #FUSEvoice 49. ForEmergencies/ Announcements Moreurgent Moreformal Moredemanding/direc4ve #FUSEvoice 50. SharingYourVoice Providevoiceguide&walkthroughit Giveasmanysampleassetsaspossible Makesurethewriterhasques/ons! Bespecic&consistentinyourfeedback Testafewcopywriters 51. IfyouhavequesQonsorneed helpndingyourvoice, letmeknow! YourOrg Here LisaKane www.thenextchapter.me lisakane@gmail.com 52. RAISEYOURVOICE:QUESTIONS? LisaKane www.thenextchapter.me lisakane@gmail.com