Case study:
Mills was engaged by the Merz Aesthetics to develop Merz Aesthetics Serendipity Journey campaign. It always sounds cliché to say beauty comes from the inner-self. But the inner-beauty is indeed an important aspect that we want to keep it long-lasting. The notion of inner-beauty echoes our perspective of amplifying the brand personality for Merz.
Developing a brand voice is an important part of creating a cohesive and memorable brand identity. Your brand voice is the personality of your brand and the way you communicate with your audience. It should be consistent across all of your marketing materials, including your website, social media, video content, and email communications. As your brand grows and your audience changes, adapt your voice to maintain relevance and connect with your target market.
Here are the steps on how to develop a brand voice:
Your company’s mission and values form the foundation of your brand voice. They encompass your brand’s purpose, beliefs, and principles, which should be reflected in your communication style.
What makes your brand unique and why should customers choose you over your competitors? Identifying your competitive advantage will help you shape your brand voice and differentiate your message.
What makes your brand unique and why should customers choose you over your competitors? Identifying your competitive advantage will help you shape your brand voice and differentiate your message.
Analyze your current marketing materials, website copy, and social media posts to identify patterns in tone, style, and vocabulary. This will give you a sense of your brand’s existing voice and help you determine areas for improvement.
Create a table or document that outlines the key characteristics of your brand voice. This could include descriptors like formal vs. informal, friendly vs. professional, humorous vs. serious, informative vs. persuasive.
Gather feedback from team members, colleagues, and potential customers to get different perspectives on your brand voice. This will help you refine your voice and ensure it aligns with how others perceive your brand.
Develop a comprehensive style guide that outlines specific guidelines for using your brand voice. This could include examples of appropriate and inappropriate language, tone, and vocabulary.
Ensure that your brand voice is applied consistently across all communication channels, including marketing materials, website content, social media posts, customer service interactions, and internal communications.
Regularly review and evaluate your brand voice to ensure it remains consistent and effective. Adapt your voice as your brand evolves and your target audience’s preferences change.