marketing campaign

Brand Voice: Steps to Establishing and Marketing Your Brand Voice

As a brand, old or new it’s easy to get caught up in the fast-paced and ever evolving digital era --social media, email, blogs, content, content, content! It can be difficult to figure out where to start when you’re looking to gain control of your brand identity. We will say it’s simply your brand voice. Your brand voice drives your internal teams and inspires trust among your customers through consistency. All content should be born out of your brand voice and not the other way around.

Your brand voice otherwise known as your ‘tone’ of voice is essentially copy created about your brand that speaks to your company values, goals, and aspirations. Think of your company as a person, what do they like or dislike, what’s their approximate age, where do they come from? Deciding these details will begin to set a tone for how you talk to your customers on your website, through email, social media and any other aspect of B2C and B2B communication. Establishing your voice could take time to mature but it should always stem from your core tone. A good brand voice will create consistency across any and all assets a company creates.

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How to create your brand voice:

-Collect 20 or so adjectives that describe your company’s values/manifesto.

-Decide on a mood. Are you Luxury? Quirky? Cheeky? You can combine two.

-From your adjectives and mood create 5 taglines.

-Share with your team. It can help to get your employees involved as they may have valuable information about your customer and company you may have overlooked.

-Choose one or two taglines and 3-5 adjectives and weave into any and all marketing copy as necessary this includes but is not limited to, email, social media, labels, display, product descriptions etc.



-Take a look at your 3-5 closest competitors, how do you differentiate your voice? Perhaps one of your competitor’s adjectives is ‘sleek’, so you choose to use ‘streamlined’. Get creative!

-Practice using these words out loud in conversation with your employees; does it feel natural? Does it sound too friendly or too serious based on your values?

-A/B testing with email subject lines will help you measure the effectiveness of your tone and help you refine over time.

-Create a document that is shared internally with all teams to make sure your brand voice is staying consistent and active across departments.


Need help refining your brand voice? Contact us schedule a Brand Consultation!



Tips for Launching A Successful Marketing Campaign

The world is saturated with “marketers” now that social media makes the basics of brand awareness simple. For business owners who want to step up their marketing game, it has never been easier.

To the same end, too many individuals mistake the ease of social media for the ease of a comprehensive marketing campaign. Let’s make one thing clear: posting on Facebook does not make up a marketing campaign. It is one piece of a campaign, and when done in isolation will likely not yield any results.

A marketing campaign is a small part of a bigger overall plan. It is lead by overall objectives with a targeted audience, and a thorough analysis of that audience. Your plan should set SMART goals and include a budget. Once you have a marketing plan, the campaign is the strategy you use to get from point A to point B along that route. For example, if your marketing plan goal is to double your customer lifetime cycle by December, your campaign will include strategies that gather feedback from your clients.

Break it down:

You know your overall audience after creating the marketing plan, but now you need to segment your audience further to get better results. What smaller groups exist amongst your target audience? Then, you can study how they behave to better communicate with them. Consider how to incentivize each group for maximum results.

In your marketing campaign, consider your audience segments and try to determine the types of advertising you can use to reach them: email, print mail, social media, billboards, etc. You’ll want to schedule each step of your campaign with key performance indicators (KPIs) that track the progress along the road.

Once you have committed to a campaign, follow through with it. If you say you are going to post a blog every Friday, do it. You cannot track progress or make an analysis of your campaign without consistency.

Track progress:

Setting those KPIs in the beginning is crucial. They tell you whether or not your marketing campaign is working. Now, you want to make sure you have a way of actively tracking progress with those KPIs to make a thoughtful analysis afterward and continue improving your efforts throughout your campaign.

You may choose to rely on built-in analytic software. Facebook, for example, provides excellent information about engagement. Try to use more than one metric to give you a bigger picture of what is going on. However, you also need a place to record this data. Don’t just look at it. Set up a simple spreadsheet and input the data every morning and evening at the same time.

When you start gathering data on your campaign, you may be tempted to make changes along the way. We would encourage you to hold off on making those changes until you can collect sufficient data for conclusions. Then, make adjustments one-by-one. Here is where the expert marketers stand out from the amateurs; marketing it not about guesswork, but rather using data to draw conclusions.

Nurture your leads:

If you’ve carefully planned out your marketing campaign, you should have leads flowing in. Now, you need to determine how you will keep them, or walk them through the process of converting them. This is often one of the most neglected steps in the process.

Implementing an effective lead nurturing strategy can have a huge impact on your overall campaign and improve your results by an average of 20% at a much lower cost than customer acquisition strategies. Nurturing leads is probably the most difficult part of your campaign, but the basics are simple: Respond quickly (within the hour if you can), and personalize their experience.

Analysis and revision:

The marketing plan may last for several quarters, or even a couple of years, but the campaigns are shorter, more flexible, and require constant review. A campaign is more like a cycle. Once a step has finished, you use the data you collected to tweak changes and improve results. Maybe your message was great, but you did not have the right incentive to convert leads into customers. Perhaps you used the wrong tone or medium.

We suggest to always have these questions in your mind: What are you going to do if your marketing campaign is successful? What are you going to do if it is not? Creating a successful marketing campaign requires a tremendous amount of work, which is why we’re here to guide you. Email us today to start your partnership with us and ensure your marketing campaign is effective and right for your brand: