CHAPTER 2 | DEVELOPING YOUR BRAND
In CHAPTER 1 we got you much better acquainted with your audience.
To start you off, we’re going to look at three key aspects which should form the base of your brand identity:
- YOUR UNIQUE SELLING POINTS
- YOUR VOICE
- YOUR STORY
USPs: What makes you so special?
Why would a client or customer choose you over your competition?
Why should someone read the content you produce?
What is unique or different about you?
Well, in this case, you’ll take them from first click to front door 3 x faster than the competition. That sounds much better than plain old “hyper-efficient”, doesn’t it? Think about the problems your demographics face, then couch your USPs in real terms which solve their conundrums.
In essence, a good USP doesn’t take the “roll up, roll up” Del Boy approach. It doesn’t tell you that it’s good quality, unbreakable or cost-effective. Instead it helps your target market solve an existing problem they face and demonstrates how.
FINDING YOUR VOICE
into how you speak to your customers. Matching your tone and style to your USP will not
only serve to strengthen your unique sales points, it will also differentiate you from your
competitors, ensure brand consistency and encourage trust. So how do you define your
1. NAIL THOSE USPS
Forward thinking (a younger tone of voice)
Technological advancement (a contemporary feel, but not too quirky)
Speed – valuing customers’ time (no nonsense, cut to the chase, ultimately
approachable & friendly – no fuss)
2. CHOOSE YOUR WORDS CAREFULLY
For now we need to think about what sort of language will best channel your voice.
Whether you opt for clear, easy-to-read language to convey simplicity and a no-nonsense approach, or choose quirky similes and the odd lexical peculiarity to demonstrate youthfulness and enthusiasm, just make sure it’s consistent and it fits your USPs.
Don’t be afraid to play around with language before you settle on strict rules for your voice – experimentation will help you hit the nail bang on the head!
3. BUILD A STYLE GUIDE
Giving clear “is & isn’t” paired examples is a good way to get tone across. i.e.
– “Hi guys!”
– Contracted forms
(Don’t, can’t, won’t)
– Simple (“cry” rather
“drove” rather than
– Clear, simple
vocabulary – “We
know how to make
your life easier”
– Everyday similes
to explain harder
– “Yo dudes”
– Slang terms “Bare
– Elided words
– Unapproachable (long
WHAT’S YOUR STORY?
The first time you put pen to paper (or finger to key) you might find that your company story makes pretty boring reading. But go through it a second time, this time implementing your shiny new, consistent tone of voice, and you’ll find that the result is much more engaging and interesting. And don’t stop there! Here are a few more ways to get your audience involved in your company journey:
- Immerse your reader in a story which includes multimedia aspects and inclusive
language “let’s go!” “we”, “you” etc
- Interact with readers by including them in the story. Think clickable UX features,
competitions and, again, inclusive language.
- Integrate your story with your whole brand experience across all of your platforms.
- Make your story important. This isn’t just a flash in the pan, this is the chronicle of
your company. Use it over the long-term and use it to inform marketing materials
across the board. That means you also need to have an eye on the future when you
write your brand story, where are you going next? What’s your ultimate goal?
BONUS INDUSTRY TIPS!
1. STORIES MATTER
2. BE SPECIFIC AND EMBRACE DETAIL
3. TELL A CLASSIC TALE
4. TAKE INSPIRATION
- JOHN LEWIS' CHRISTMAS ADS
- BT’s OLD “FAMILY STORY ADS