How to Identify and Implement Your Brand Voice

A catchy and unique logo can be an effective marketing tool for your business … but it’s definitely not your only branding concern. Logos inevitably become part of a company’s brand and quickly recognizable by stakeholders. However, defining your brand voice is equally as important to differentiate yourself and communicate value to your customers and prospects. 

What is Your Brand Voice?

The language and style you use across all of your content make up your brand voice. It’s how you reflect your personality and create meaningful connections with your target audience. 

Your target audience is constantly being bombarded with messaging from various mediums, but with an effective brand voice you can separate your business from the crowd. 

Your brand voice can portray many different types of tones, such as formal/informal, humorous, light-hearted, authoritative, passionate and knowledgeable. The key is finding what two or three represent you best, and developing a tone that is consistent. You will be better equipped to deliver a message that makes a lasting impression when you deliver uniformity.  

How Do You Identify Your Brand Voice?

Before you can start publishing content that showcases your voice, you have to establish what that voice is for your business. Start by analyzing your mission statement or core values. These are the basis of your entire organization and should be reflected in all of your marketing efforts. If you haven’t already, now is also a good time to do an assessment on any and all content that you have produced. Look for any repetitive themes as these will give you an idea of the tone that you have already established. We do this as part of a comprehensive content audit that helps us better create a voice, tone and strategy for our clients. 

You should also make note of any current external messaging that received positive feedback. Whether it’s a blog post that had the most views, a Facebook post with the highest engagement or a tweet with the most retweets or likes, popular content can provide a glimpse of what has truly resonated with your followers. Stick to what has worked and make it part of all marketing efforts moving forward. 

It’s also important to recognize elements that are not part of your voice. Everyone is familiar with brands like Wendy’s that are playful and witty with their social media presence. They have established humor as a part of their brand voice, and it resonates with their audience. However, just because it works for them doesn’t mean it will work for everyone. If a certain personality trait isn’t part of your company’s brand, don’t try to force it just because you see someone else having success with it. Be true to your brand. 

How Do You Maintain Consistency With Your Brand Voice?

Publishing a steady flow of content that follows your brand voice is the only way to establish it in the minds of your audience, but this can be tricky if you have multiple content producers on your team. Over time, everyone develops their own writing style, which may not directly coincide with the voice your company is trying to institute. If you’re using more than one writer to produce your content, they each need to be taught how to write with your tone in mind. 

First, include everyone in any discussions during the infant stages of crafting your brand voice. If they can follow and understand the thought process behind it, it will become much easier for them to implement when it comes time to creating content. Next, reinforce your voice with clear guidelines and expectations for each piece. Rather than just assign something to one of your team members, explain what you are hoping to accomplish and provide a brief outline or overview of what the content should contain. This will make their job easier as a writer and save you time on edits before it’s time to publish. 

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Is Your Brand Voice the Same on Every Channel?

Every successful marketing campaign will utilize multiple channels to reach its specified target audience. With social media, blogs, video, podcasts and more, there’s no shortage of options to reach people. While it’s important to stay consistent with your voice, a wide variety of mediums provides the opportunity to get creative with that voice. 

Videos and podcasts are organic and conversational, giving you a chance to be less “buttoned up” than you might normally be and inject some personality into your brand voice. LinkedIn and blogs are inherently more professional and typically require a more serious tone in your content, which can increase legitimacy in the eyes of your audience if your brand voice is typically more carefree and witty. 

Just as you do with any content you deliver, assessment is an important part of successful brand management. If you are publishing content often, set aside time each month to review and see how your content is being received. If you are less frequent, perhaps a quarterly review will do. 

No matter the case for your business, it’s important to analyze what’s working and what isn’t working. Over time, you’ll be able to conclude the aspects of your brand voice that are resonating with your audience and should be continued, or those that missed the mark and may need tweaking. Developing your brand voice is a process so leave yourself room to grow and change as needed, and you’ll be well on your way to establishing a deep connection with your audience. 

McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Agency Administrator! 

Agency Administrator Job Description: 

This is a part-time role providing overall administrative support to our CEO and Account Supervisor, and assisting with basic human resources and monthly accounting responsibilities. 

For this role, you’ll need to work in our downtown Little Rock office and be required to submit between 25-30 hours a week within the operating hours of 8:30 AM to 5 PM. On occasion, there is a need to work additional hours on evenings and weekends during a client launch or other events throughout the year.

While repetitive daily/monthly tasks are certainly part of this position, additional tasks assigned can vary from week to week based on the CEO’s needs and the needs of the agency. The most important responsibility of the Agency Administrator is to ensure that administrative tasks and projects are completed with a high level of efficiency, confidentiality, accuracy, flexibility and positivity.

REQUIREMENTS: 

  • Bachelor’s degree preferred. 
  • Minimum of 2-5 years experience in the related field, dealing with financial information.
  • Must be able to use Microsoft Word, Microsoft Excel, Quickbooks and Google Suite.
  • Must be able to multi-task and possess excellent organizational, communication and interpersonal skills.
  • Basic knowledge of bookkeeping.
  • Must be able to use office equipment (copy/fax machine).
  • Effective verbal and written communication skills.
  • Detail-oriented and willing to tackle various ongoing projects in a fast-paced environment.
  • Excellent multitasking skills, with the ability to perform duties outside of the scope of work when necessary.
  • Must work well within a cross-functional team environment as well as independently.

Main Responsibilities

Human Resources

  • Provide support for hiring and onboarding of new employees 
  • Run bi-monthly payroll reports for intern/contractor payment
  • Coordinate new hire benefits and HR paperwork (health insurance, simple IRA, etc.) and enter into the payroll system. Plan yearly renewal meetings and update all payroll items.
  • Provide general responses to employee questions and requests on HR procedures, policies and information.
  • Process miscellaneous billings for payment & vendor management.
  • Responsible for keeping the Employee Handbook, HR policies and other HR information current and updated with the team. 

Accounting

  • Manage obligations to suppliers, customers and third-party vendors
  • Process bank deposits
  • Reconcile financial statements
  • Prepare, send and store invoices
  • Weekly expense reporting and time entry on behalf of the CEO
  • Contact clients and send reminders to ensure timely payments; Identify and address discrepancies
  • Report on the status of accounts payable and receivables twice a month
  • Update internal accounting databases and spreadsheets

Office Management/Leadership Support

  • Assist with presentation and client meeting set up; working with vendors 
  • Collect and prepare information for use in discussions/meetings of the agency leadership team and outside individuals. 
  • Assist CEO with volunteer activities – making calls, organizing catering and meetings in partnership with vendors. 
  • Management of client contracts/retainers – working with the account supervisor to ensure annual planning and timely renewal of contracts. 
  • Varying personal and professional administrative tasks including, but not limited to, booking appointments, research projects, coordinating travel, maintaining breakroom daily, maintaining storage organization and ordering office supplies, etc. 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position