7 Steps to Developing a Resonating Brand Voice
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Transcript of 7 Steps to Developing a Resonating Brand Voice
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#CMC16
Content Marketing Conference 2016
7 Steps to Developing a Resonating Brand Voice
@emcgillivray
Erica McGillivray Senior Community Manager Moz
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#CMC16 @emcgillivray
Problem: Someone must write the words!
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#CMC16 @emcgillivray
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#CMC16 @emcgillivray
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“ “#CMC16
Voice is a mission statement. Tone is the
application of that mission.
- Kevan Lee at Buffer
@emcgillivray
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#CMC16
Find What Your Brand Already Has
1
@emcgillivray
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#CMC16
Historical documents
@emcgillivray
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#CMC16
Case study: Netflix’s Jessica Jones
@emcgillivray
All the marketing channels
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#CMC16
Know your channels
@emcgillivray
TV ad
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#CMC16
Know your channels
@emcgillivray
social images
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#CMC16
Know your channels
@emcgillivray
social responses
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#CMC16
Know your channels
@emcgillivray
events and
press
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#CMC16
Know your channels
@emcgillivray
landing page
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#CMC16
Visual design assets
@emcgillivray
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#CMC16
Visual design assets
@emcgillivray
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#CMC16
Office space
@emcgillivray
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#CMC16
Office space
@emcgillivray
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#CMC16
Emails outside your company
@emcgillivray
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#CMC16
PR (press and speaking)
Mike Ramsey at Nifty Marketing Someone at Google
@emcgillivray
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#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
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#CMC16
Intranet
@emcgillivray
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#CMC16
Leaders
@emcgillivray
“Howdy, Moz Fans!”
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#CMC16
Leaders
@emcgillivray
#Nerdland
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#CMC16
Leaders
@emcgillivray
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#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
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#CMC16
Brand Values
@emcgillivray
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#CMC16
Brand Vision
@emcgillivray
• spirit of innovation and excellence • desire to create positive change • commitment to transparency
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#CMC16
Personas
@emcgillivray
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#CMC16
Building a Team
of Feedbackers
2
@emcgillivray
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#CMC16
Makers
@emcgillivray
Customer success
Content UX tech writer
Customer support
Community
PR
UX content
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#CMC16
Other stakeholders
@emcgillivray
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#CMC16
But we don’t have “writers!”
@emcgillivray
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#CMC16
Who is already doing this work?
@emcgillivray
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#CMC16
Team Exercises and Psychology
3
@emcgillivray
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#CMC16
Personas
@emcgillivray
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#CMC16
Demographic: location psychology
@emcgillivray
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#CMC16
Local culture go!
@emcgillivray
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#CMC16
National: tone it down
@emcgillivray
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#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."
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#CMC16
International: tailor it to countries
IKEA India IKEA US
@emcgillivray
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#CMC16
International: tailor it to countries
Siemens US Siemens South Africa
@emcgillivray
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#CMC16
Interest affinity: psychographics
@emcgillivray
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#CMC16
Affinity: Spotify and Star Wars
@emcgillivray
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#CMC16
Affinity: Spotify and Star Wars
@emcgillivray
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#CMC16
How is your brand helping?
@emcgillivray
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#CMC16 @emcgillivray
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#CMC16
How-to: find adjectives
@emcgillivray
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#CMC16
How-to: find adjectives
@emcgillivray
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#CMC16
How-to: find adjectives
@emcgillivray
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#CMC16
Activity: card sorting
@emcgillivray
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#CMC16
3 current adjectives
@emcgillivray
step #1
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#CMC16
2 aspirational adjectives
@emcgillivray
step #2
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#CMC16
3 negative adjectives
@emcgillivray
step #3
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#CMC16
Defining brand adjectives
@emcgillivray
Fun We're engaging, not snarky.
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#CMC16
Creation How-To: Voice & Tone
4
@emcgillivray
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#CMC16 @emcgillivray
bit.ly/brand-voice
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#CMC16 @emcgillivray
A)
Statement of purpose
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#CMC16 @emcgillivray
B)
Explain brand adjectives
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#CMC16
Brand lexicon
@emcgillivray
Trademarks are not verbs. Correct: The image was enhanced using Adobe® Photoshop® software. Incorrect: The image was photoshopped.
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#CMC16
Grammar: pick a guide
@emcgillivray
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#CMC16 @emcgillivray
C)
List how the brand's
communicated
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#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?
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#CMC16
Context is everything!
@emcgillivray
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#CMC16 @emcgillivray
D)
Address specific audience needs
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#CMC16
Non-marketer: this is creepy
@emcgillivray
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#CMC16
CRO tool = intense personalization
@emcgillivray
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#CMC16 @emcgillivray
E)
How-to: humanize your brand
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#CMC16
My, Your, We
@emcgillivray
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#CMC16
My, Your, We
@emcgillivray
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#CMC16
My, Your, We
@emcgillivray
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#CMC16
Humanizing
@emcgillivray
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#CMC16
Humanizing
@emcgillivray
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#CMC16
Humanizing
@emcgillivray
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#CMC16 @emcgillivray
F)
Good and bad examples
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#CMC16
Overweighthaters.com
@emcgillivray
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#CMC16
Cheerios
@emcgillivray
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#CMC16 @emcgillivray
G)
"When in doubt" disclaimer
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#CMC16
Great brand guides
@emcgillivray
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#CMC16
Empowering Staff and Clients
5
@emcgillivray
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#CMC16
Teach and empower
@emcgillivray
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#CMC16
Time and consistency
@emcgillivray
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#CMC16
Shortcut
@emcgillivray
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#CMC16
Words provide meaning and ritual
@emcgillivray
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#CMC16
Words provide meaning and ritual
@emcgillivray
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#CMC16
Words provide meaning and ritual
@emcgillivray
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#CMC16
Words provide meaning and ritual
@emcgillivray
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#CMC16
Internal: too big to fail
@emcgillivray
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#CMC16
Show Results (Channel Audit)
6
@emcgillivray
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“ “#CMC16
Plans are nothing; planning is everything.
- Dwight D. Eisenhower
@emcgillivray
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#CMC16
Your audit coverage
@emcgillivray
Audience Messaging
Topics (audience + messaging) Content
Purpose
Voice and tone
Sources (who will
create this) Overall
category
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#CMC16
Audit worksheet
@emcgillivray
bit.ly/cmc-audit
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#CMC16
Case Study: Superhero Stuff
@emcgillivray
Audience: Star Wars fans
![Page 93: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/93.jpg)
#CMC16
Case Study: Superhero Stuff
@emcgillivray
Audience: Star Wars fans Messaging: May the 4th discount
![Page 94: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/94.jpg)
#CMC16
Case Study: Superhero Stuff
@emcgillivray
Audience: Star Wars fans Messaging: May the 4th discount Topics: Star Wars
![Page 95: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/95.jpg)
#CMC16
Case Study: Superhero Stuff
@emcgillivray
Audience: Star Wars fans Messaging: May the 4th discount Topics: Star Wars Purpose: holiday sales
![Page 96: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/96.jpg)
#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
![Page 97: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/97.jpg)
#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
![Page 98: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/98.jpg)
#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
![Page 99: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/99.jpg)
#CMC16
Case Study: Buffer
@emcgillivray
Audience: potentials
![Page 100: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/100.jpg)
#CMC16
Case Study: Buffer
@emcgillivray
Audience: potentials Messaging: who’s Buffer and why work there
![Page 101: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/101.jpg)
#CMC16
Case Study: Buffer
@emcgillivray
Audience: potentials Messaging: who’s Buffer and why work there Topics: company
![Page 102: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/102.jpg)
#CMC16
Case Study: Buffer
@emcgillivray
Audience: potentials Messaging: who’s Buffer and why work there Topics: company Purpose: recruiting
![Page 103: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/103.jpg)
#CMC16
Case Study: Buffer
@emcgillivray
Audience: potentials Messaging: who’s Buffer and why work there Topics: company Purpose: recruiting Voice and tone: welcoming, unique
![Page 104: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/104.jpg)
#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
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#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
![Page 106: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/106.jpg)
#CMC16
Case Study: Stitch Fix
@emcgillivray
Audience: fashionistas
![Page 107: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/107.jpg)
#CMC16
Case Study: Stitch Fix
@emcgillivray
Audience: fashionistas Messaging: spring trends
![Page 108: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/108.jpg)
#CMC16
Case Study: Stitch Fix
@emcgillivray
Audience: fashionistas Messaging: spring trends Topics: on trend color recommendation
![Page 109: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/109.jpg)
#CMC16
Case Study: Stitch Fix
@emcgillivray
Audience: fashionistas Messaging: spring trends Topics: on trend color recommendation Purpose: branding
![Page 110: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/110.jpg)
#CMC16
Case Study: Stitch Fix
@emcgillivray
Audience: fashionistas Messaging: spring trends Topics: on trend color recommendation Purpose: branding Voice and tone: authoritative, seasonal
![Page 111: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/111.jpg)
#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
![Page 112: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/112.jpg)
#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
![Page 113: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/113.jpg)
#CMC16
Going beyond Guidelines
(Your Own Voice)
7
@emcgillivray
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#CMC16
Allow employees to lead
@emcgillivray
![Page 115: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/115.jpg)
#CMC16
Disruption
@emcgillivray
![Page 116: 7 Steps to Developing a Resonating Brand Voice](https://reader033.fdocuments.us/reader033/viewer/2022051502/58ed7da71a28ab63248b4567/html5/thumbnails/116.jpg)
#CMC16 @emcgillivray
How can you push your
brand’s voice and tone?