7 Steps to Developing a Resonating Brand Voice
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Memorable companies often make language their own. Learn the tactics to create a brand voice your audience will love and remember. Erica McGillivray from Moz will walk you through what creating branded language means, how to do it, how to scale and advocate for it, and how to keep it fresh. We'll explore: - Creative language team exercises for defining brand lingo and the psychology behind it. - What it actually looks like to teach and get input on language from your team. - Crafting a brand voice guide from statements of purpose and addressing different audiences to dictionaries. - How to humanize your brand through word choices. - Empowering your staff or clients to be internal and external advocates of a shared language. - Using your voice to own your audience and culture across your marketing channels. - Real life examples from brands such as Stitch Fix, Basecamp, SuperHeroStuff, theSkimm, and more that use language to bring their community in for shared dialog. Presented at Content Marketing Conference, Las Vegas, May 2016
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7 Steps to Developing a Resonating Brand Voice
- 1. #CMC16 Content Marketing Conference 2016 7 Steps to Developing a Resonating Brand Voice @emcgillivray Erica McGillivray Senior Community Manager Moz
- 5. “ “ #CMC16 Voice is a mission statement. Tone is the application of that mission. - Kevan Lee at Buffer @emcgillivray
- 6. #CMC16 Find What Your Brand Already Has 1 @emcgillivray
- 8. #CMC16 Case study: Netflix’s Jessica Jones @emcgillivray All the marketing channels
- 18. #CMC16 Emails outside your company @emcgillivray
- 19. #CMC16 PR (press and speaking) Mike Ramsey at Nifty Marketing Someone at Google @emcgillivray
- 20. #CMC16 PR (press and speaking) @emcgillivray “ It’s not really about asking for a raise, but knowing and having faith that the system will give you the right raise. - Microsoft CEO Satya Nadella at Grace Hopper Celebration of Women in Computing
- 25. #CMC16 Brand Values @emcgillivray • Have fun • Do exceptional work • Experiment • Pay attention to the details • Treat people right • Tell the truth • Give back • Keep learning
- 27. #CMC16 Brand Vision @emcgillivray • spirit of innovation and excellence • desire to create positive change • commitment to transparency
- 29. #CMC16 Building a Team of Feedbackers 2 @emcgillivray
- 30. #CMC16 Makers @emcgillivray Customer success Content UX tech writer Customer support Community PR UX content
- 32. #CMC16 But we don’t have “writers!” @emcgillivray
- 33. #CMC16 Who is already doing this work? @emcgillivray
- 38. #CMC16 National: tone it down @emcgillivray
- 39. #CMC16 National: tone it down @emcgillivray "Don’t use UNC-Chapel Hill lingo and insider references…. For instance, spell out all acronyms and explain proprietary items such as the OneCard or C-TOPS."
- 40. #CMC16 International: tailor it to countries IKEA India IKEA US @emcgillivray
- 41. #CMC16 International: tailor it to countries Siemens US Siemens South Africa @emcgillivray
- 43. #CMC16 Affinity: Spotify and Star Wars @emcgillivray
- 44. #CMC16 Affinity: Spotify and Star Wars @emcgillivray
- 45. #CMC16 How is your brand helping? @emcgillivray
- 54. #CMC16 Defining brand adjectives @emcgillivray Fun We're engaging, not snarky.
- 55. #CMC16 Creation How-To: Voice & Tone 4 @emcgillivray
- 59. #CMC16 Brand lexicon @emcgillivray Trademarks are not verbs. Correct: The image was enhanced using Adobe® Photoshop® software. Incorrect: The image was photoshopped.
- 60. #CMC16 Grammar: pick a guide @emcgillivray
- 62. #CMC16 Context is everything! @emcgillivray Broken reports 404 page: Oops! Roger MozBot got lost exploring and our system is temporarily down. We hope to find him soon, so check back in a couple of hours. Meanwhile, why don't you watch a puppy battle himself?
- 65. #CMC16 Non-marketer: this is creepy @emcgillivray
- 66. #CMC16 CRO tool = intense personalization @emcgillivray
- 83. #CMC16 Words provide meaning and ritual @emcgillivray
- 84. #CMC16 Words provide meaning and ritual @emcgillivray
- 85. #CMC16 Words provide meaning and ritual @emcgillivray
- 86. #CMC16 Words provide meaning and ritual @emcgillivray
- 87. #CMC16 Internal: too big to fail @emcgillivray
- 89. “ “ #CMC16 Plans are nothing; planning is everything. - Dwight D. Eisenhower @emcgillivray
- 90. #CMC16 Your audit coverage @emcgillivray Audience Messaging Topics (audience + messaging) Content Purpose Voice and tone Sources (who will create this) Overall category
- 92. #CMC16 Case Study: Superhero Stuff @emcgillivray Audience: Star Wars fans
- 93. #CMC16 Case Study: Superhero Stuff @emcgillivray Audience: Star Wars fans Messaging: May the 4th discount
- 94. #CMC16 Case Study: Superhero Stuff @emcgillivray Audience: Star Wars fans Messaging: May the 4th discount Topics: Star Wars
- 95. #CMC16 Case Study: Superhero Stuff @emcgillivray Audience: Star Wars fans Messaging: May the 4th discount Topics: Star Wars Purpose: holiday sales
- 96. #CMC16 Case Study: Superhero Stuff @emcgillivray Audience: Star Wars fans Messaging: May the 4th discount Topics: Star Wars Purpose: holiday sales Voice and tone: fun, love of fandom, ritual
- 97. #CMC16 Case Study: Superhero Stuff @emcgillivray Audience: Star Wars fans Messaging: May the 4th discount Topics: Star Wars Purpose: holiday sales Voice and tone: fun, love of fandom, ritual Sources: email marketer
- 98. #CMC16 Case Study: Superhero Stuff @emcgillivray Audience: Star Wars fans Messaging: May the 4th discount Topics: Star Wars Purpose: holiday sales Voice and tone: fun, love of fandom, ritual Sources: email marketer Category: email
- 99. #CMC16 Case Study: Buffer @emcgillivray Audience: potentials
- 100. #CMC16 Case Study: Buffer @emcgillivray Audience: potentials Messaging: who’s Buffer and why work there
- 101. #CMC16 Case Study: Buffer @emcgillivray Audience: potentials Messaging: who’s Buffer and why work there Topics: company
- 102. #CMC16 Case Study: Buffer @emcgillivray Audience: potentials Messaging: who’s Buffer and why work there Topics: company Purpose: recruiting
- 103. #CMC16 Case Study: Buffer @emcgillivray Audience: potentials Messaging: who’s Buffer and why work there Topics: company Purpose: recruiting Voice and tone: welcoming, unique
- 104. #CMC16 Case Study: Buffer @emcgillivray Audience: potentials Messaging: who’s Buffer and why work there Topics: company Purpose: recruiting Voice and tone: welcoming, unique Sources: HR
- 105. #CMC16 Case Study: Buffer @emcgillivray Audience: potentials Messaging: who’s Buffer and why work there Topics: company Purpose: recruiting Voice and tone: welcoming, unique Sources: HR Category: landing page
- 106. #CMC16 Case Study: Stitch Fix @emcgillivray Audience: fashionistas
- 107. #CMC16 Case Study: Stitch Fix @emcgillivray Audience: fashionistas Messaging: spring trends
- 108. #CMC16 Case Study: Stitch Fix @emcgillivray Audience: fashionistas Messaging: spring trends Topics: on trend color recommendation
- 109. #CMC16 Case Study: Stitch Fix @emcgillivray Audience: fashionistas Messaging: spring trends Topics: on trend color recommendation Purpose: branding
- 110. #CMC16 Case Study: Stitch Fix @emcgillivray Audience: fashionistas Messaging: spring trends Topics: on trend color recommendation Purpose: branding Voice and tone: authoritative, seasonal
- 111. #CMC16 Case Study: Stitch Fix @emcgillivray Audience: fashionistas Messaging: spring trends Topics: on trend color recommendation Purpose: branding Voice and tone: authoritative, seasonal Sources: sm marketer
- 112. #CMC16 Case Study: Stitch Fix @emcgillivray Audience: fashionistas Messaging: spring trends Topics: on trend color recommendation Purpose: branding Voice and tone: authoritative, seasonal Sources: sm marketer Category: social media
- 113. #CMC16 Going beyond Guidelines (Your Own Voice) 7 @emcgillivray
- 114. #CMC16 Allow employees to lead @emcgillivray
- 116. #CMC16@emcgillivray How can you push your brand’s voice and tone?