Have I mentioned that I’m not a big fan of manipulation in advertising? Preying on the insecurities of your target market is a strategy I find appalling. On the other hand, I appreciate comical ads that are tasteful, or ads that are attractive and informative. Advertising can be used as a way to deliver your brand story and let your potential customers know about the value of your offerings. My strategy is asking myself and my customers questions that can help us identify and use our brand voice ethically. Are you ready to get started? Below are some of the exercises that we work through in order to identify some keywords for our brand voice.
Step 1: Exercise to build on your brand content and voice:
List out each of the 5 questions below in either a document or your notebook. Make room to expand on each and just when you think you’re finished dig a little deeper. Save your answers for Step 2.
1. In one or two sentences describe the nature of your product or service. Then describe how this product or service came to be.
2. What would your customers say is the most important aspect of your product or service? What do they value most about what you do?
3. What is it that you do with your spare time and how could you incorporate more of that into your work?
4. List out some descriptive words that you feel help to describe you (or your company) and the nature of your work.
5. Try creating your mission statement. If you already have one try to reword it or expand upon it. Focus on your passion. What is truly important to you or your company as a whole? How does that relate to and come across in your deliverables?
Step 2: Highlight keywords or categories:
Now that you’ve completed each of the 5 questions above get out your highlighter. Skim your notes to find keywords that resonate with you as important. These can be descriptive words or categories that relate to the work you do. I recommend jotting these down by hand and keeping them next to your desk and handing them off to your marketing director, advertising agency or design team. These will be pivotal to your social media, email campaigns, website and printed marketing materials. When you are honest with your customers it helps to build trust. Building trust is a great way to encourage potential customers to work with you or buy your product.
This exercise is just the beginning of working through your content strategy. For more information on creating your content strategy or working with me on a design project in the future contact me here.