Your brand identity is more than just a logo or a catchy slogan. It’s the essence of your business, the tone you set, and the message you convey. It’s how your business is portrayed to your ideal clients.
While elements like your logo, typography, colour palette and style of imagery are all components of your brand identity, equally important elements of your brand identity are your TONE OF VOICE and MESSAGING.
But sometimes these ones are a little harder to discover as they’re not visual—you can’t just create a Pinterest board filled with examples you love.
So how DO you discover your brand identity when it comes to your tone and messaging?
When someone thinks of your name or your business name, what do you want them to associate with you? What would you love them to say when describing your business to someone else?
For example: I’d love The Strategy Studio to be known for:
If you walked into a networking event filled with your ideal clients and had to quickly tell a new acquaintance what you do and how it could help them, what would you say?
If you had the opportunity to continue the conversation, what are the top 3 talking points you feel would have the biggest impact in helping your ideal client solve their pain points or overcome some of their challenges?
Lots of people might have the same expertise as you, but what do clients or customers always tell you they love about the service you provide?
The more effort you put into educating ChatGPT (or your AI tool of choice) about your brand voice, the more aligned and effective it will become in the responses it generates for you.
If you have any of them, copy and paste them into your AI.
Brand Style Guide: This document typically outlines the voice, tone, and style of your brand’s communications. It may include specific language preferences, do’s and don’ts, and examples of how to communicate in different scenarios.
About Us Page or Brand Story: This provides insight into the brand’s history, mission, values, and vision. It often gives a comprehensive view of what your brand stands for and its journey.
Marketing Materials: Share a collection of past marketing content that’s performed well and clearly communicates your message in your brand voice. This can include email campaigns and social media captions.
Customer Testimonials & Case Studies: These offer a dual perspective: they show how you talk about your successes and how clients perceive and talk about your brand. It’s a great way to help AI understand the impact and value proposition of your brand.
FAQs or Email Responses: If you have a frequently asked questions section or a record of previous responses to emails, these can be great to show your brand’s voice in a reactive setting, responding to queries, concerns etc.
BONUS TIP: Keep the same conversation thread going for your brand. Don’t start a new “chat” every time you open ChatGPT or you’ll need to re-educate it all over again!
Your brand identity is a blend of the visible and the invisible. By understanding and defining your brand’s voice and messaging, and then effectively educating AI tools, you can ensure that your brand communicates consistently and resonates deeply with your target audience. Remember, it’s not about the size of your marketing budget but the clarity and authenticity of your voice that makes the difference.