Identify Differentiation Opportunities:<\/strong> Utilize gathered insights to identify valuable opportunities to set your brand apart in the marketplace.<\/li>\n<\/ul>\nUnderstanding your competitive landscape clarifies what’s suitable for your industry and helps you avoid generic industry jargon, ensuring your brand remains unique.<\/p>\n
How to Better Understand Your Brand<\/h2>\n
Understanding your audience and competition is as important as understanding your brand itself. The most authentic brand voices are those born from rigorous brand strategy. This means taking the time to understand your brand’s messaging before you set out to craft its voice. Critical brand strategy assets that will help to hone your brand voice.<\/p>\n
The 5 Brand Pillars:<\/strong><\/p>\n\n- Purpose<\/li>\n
- Positioning<\/li>\n
- Personality<\/li>\n
- Perception<\/li>\n
- Promotion<\/li>\n<\/ul>\n
Purpose<\/h3>\n
Your brand\u2019s purpose is the motivation behind all your actions. In today’s world, customers seek purpose-driven brands. From website content to social media feeds, let purpose guide every message you deliver to your valued customers.<\/p>\n
Positioning<\/h3>\n
Brand positioning is the unique space your brand occupies in customers’ minds relative to other brands. Whether budget-focused or luxurious, emphasising selection or convenience, indulgence or prudence, your brand’s position is determined by its relevance to these factors. Effective positioning is vital for standing out in the market and securing customers who choose your offerings over alternatives.<\/p>\n
Personality<\/h3>\n
Brand personality is the sum of your brand\u2019s human characteristics like behaviours, emotions, quirks, etc. Effective brand personalities are evident in the world’s most successful brands. They’re relatable on a human level because they speak in human voices and have recognisable and resonant qualities.<\/p>\n
Perception<\/h3>\n
Brand perception is how customers experience your brand, encompassing positive and negative connections. It is the customers who define how your brand is perceived. Nevertheless, branding plays a pivotal role in shaping customer perceptions, making it a significant aspect of the process.<\/p>\n
Promotion<\/h3>\n
Brand promotion involves engaging, enticing, and motivating customers to connect with your brand. It differs from marketing promotion, focusing on short-lived, highly targeted campaigns. On the other hand, brand promotion aims to cultivate brand loyalty and build brand equity that grows in value over time.<\/p>\n
Dimension to Tone of Voice<\/h2>\n
To assess your brand’s tone of voice, you can utilise the four dimensions provided by the Nielsen Norman Group and map where your brand stands in each category:<\/p>\n
\n- Funny or serious<\/li>\n
- Formal or casual<\/li>\n
- Respectful or irreverent<\/li>\n
- Enthusiastic or matter-of-fact<\/li>\n<\/ul>\n
This process will assist you in establishing the desired communication style for your brand.<\/p>\n
Examples of Brand Voice<\/h2>\n
What instantly comes to mind when you think about these brands?<\/p>\n
Adidas<\/h3>\n
![\"adidas\"](\"https:\/\/www.rankmovers.com\/wp-content\/uploads\/2023\/08\/adidas-150x150.png\" "\\"adidas\\"")
<\/p>\n
\u201cImpossible is nothing\u201d<\/p>\n
![\"brand](\"https:\/\/www.rankmovers.com\/wp-content\/uploads\/2023\/08\/tone-of-voice-500x277.png\" "\\"brand")
<\/p>\n![\"coca-cola](\"https:\/\/www.rankmovers.com\/wp-content\/uploads\/2023\/08\/coca-cola-150x150.jpg\" "\\"coca-cola")
<\/p>\n![\"dove](\"https:\/\/www.rankmovers.com\/wp-content\/uploads\/2023\/08\/dove-150x150.png\" "\\"dove")
<\/p>\n