Ch 2: How to Define Your Brand Voice (The Brand Voice Wheel)

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Transcript

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Hello, and welcome to the market. Your message show. I'm your host, Jonathan Milligan and author of the book. Your message matters as well as the discover your message book and the most recent launch your platform. And that's what we're going to talk about today. Now launch your platform is a book that I wrote to demystify the process of setting up your personal brand online. And we've been working through the audio book and recording the audio book, just finished the workbook. And as you've noticed, it's been a couple of weeks since we've published a podcast episode. There's lots of reasons for that has to do with taking some time off, to take care of some family members. And then of course, I had the flu for about a week and a half. And here I am back in the saddle, but you know what. Me being able to years ago, clearly defined that I wanted a lifestyle business more than anything. So that way I can do whatever I want when I want. Was fundamentally important to me. And maybe it is to you. Maybe that's why you're here. You want to take a message and you want to create a digital lifestyle business. Where you can have courses, membership sites. Uh, write books and be able to make income whether you're working or not. And I'm thankful for that. Now I'm also really, really excited that I can get back to work after several weeks of being off for different reasons. And so, as you can tell, that's why there's a gap. In our podcast episodes, but the last podcast I introduced the seven step messenger launch plan for writers, coaches, and speakers. And hopefully it gave you a good overview of what the book's all about. By the way the book is live on Kindle and paperback and hardcover. You can go to platform growth books.com. Platform growth books.com and you can get a copy of the launcher platform book, and the workbook should be live very soon. So I thought it would be fun to let you listen in on the audio book as I'm going through and recording it. So today I want to talk about chapter two. I'm going to play you the actual audio book, that'll be for sale later on audible and anywhere else, you get your audio books and I want to cover an important topic called defining your brand voice. I wish I would have learned this concept. Way before I got started. Kind of fell backwards into figuring out what my brand voice is. And it's incredibly important because the way that you project your message. Is exactly who is attracted to your message. So, whatever you're putting out is what is going to come back to you. And if you want to attract people who share your like-minded values, your perspectives, your worldview, then being able to clearly define your brand voice is super important, but most people have no idea what that brand voice is. And that's why. I want you to listen in on chapter two of the audio book for launch your platform. And it's called define your brand voice. Let's jump in. Chapter two day to define your brand voice. When 27 year old Estee Lauder started her cosmetics company in 1946, the odds were against her. The industry was dominated by big masculine brands like max factor and Elizabeth Arden, but Lotter envisioned bringing elegance in glamour to the everyday woman. She crafted a distinctive brand voice aligned with that purpose from the start. Lauder combined a European sophistication with American directness. She spoke to women as she would a friend. Her copy and ads conveyed the values of intimacy, beauty, and empowerment. Competitors stuck to stale scientific language about corrective cosmetics. But Lauder invited women to reveal their radiance. She promised her products would help you feel glamorous and adored. Lauder had tapped into the archetype of the lover. She was selling a feeling an emotional experience. This cohesive brand voice built fierce loyalty, which fueled. Meteoritic success. Estee Lauder shows the power of defining your authentic brand voice. Using archetypes. This chapter will explore the 12 brand voices. You could attract your ideal audience more easily by leaning into your primary brand voice. Your brand voice is the unique personality you project. It helps you connect with your ideal audience. Your website is not for everyone. In the words of Meredith hill. When you speak to everyone, you speak to no one. This chapter explains the 12 brand archetypes also known as brand voices. It also explains selecting the right voice to attract your ideal audience. And authentic brand voice sparks, emotional bonds with people who share your worldview. Getting this wrong means disjointed messaging that never truly resonates. But align your voice to your values. And your magnetically draw your tribe. Most businesses never intentionally define their brand voice. Their messaging is disjointed across platforms, lacking cohesion. This confusing hodgepodge fails to engage anyone deeply. Customers can't form emotional bonds with your company. Without a consistent brand voice messaging seems corporate in robotic. However brand loyalty is built on shared beliefs and values. No one sticks around. If your brand seems lifeless. Don't take a disjointed approach instead, strategically craft your brand voice using Young's 12 archetypes. Identify which vibe aligns with your core purpose and audience. Convey your personality consistently across all touchpoints. And authentic brand, voice forges, emotional bonds with people who share your worldview. Day two. Define your brand voice. The 12 brand archetypes. The concept of brand archetypes originated. In the work of the psychologist, Carl Young. In his book, psychology types. Young proposed that human behavior falls into four essential functions. These are thinking, feeling. Intuition. In sensation. Over the years theorists have expanded on Young's four types. They have identified 12 brand archetypes. These archetypes capture the full range of human motivations and values. Understanding these 12 archetypes helps you strategically craft your brand voice. The brand voice will. I want to introduce you to a helpful tool. I call the brand voice will. The brand voice will has 12 unique brand voices. Your brand voice becomes the basis to connect with your audience. As you lean into your brand voice, you create an attractive character that has a unique voice tone and visual identity for your brand. Before we dive into the uniqueness of each brand voice. Let me point out a few important points. Number one. Knowing your primary brand voice will enable you to attract your ideal audience to your business. Better. For example. Lena to the outlaw brand voice. If you want your business to attract freedom, loving risk takers. Your brand voice acts like a magnet drawing in people who resonate with that archetype. Defining this clearly makes it easier for your tribe to recognize your shared values in worldview. Number two, there are four primary quadrants. The brand voice will is divided into the key motivations that drive human behavior. Leaving a legacy. Connecting with others. Serving needs and seeking truth. Understanding these core drivers helps you narrow down the right brand voice for you. Number three. Inside each of the four quadrants, you have three unique brand voice expressions. For example. The leave a legacy quadrant contains the outlaw. The magician. And the hero brand voices. Each one has subtle differences in personality in messaging. While sharing that central ambition. Now let's take a look at each quadrant and the brand voices under each. Category one, the leave a legacy archetypes. Historically iconic individuals like Marie Curry. Elan Musk and Rosa parks. Have overcome immense obstacles. They have transformed culture, advance society. And revolutionized industries. They leveraged courage, grit, and vision to blaze new trails and redefined categories. Their accomplishments and contributions forever change the trajectory of the human race. Brands that tap into the leave a legacy archetype harness. This idea. They overcome challenges in daring ways. They make bold impacts. They disrupt the status quo. And advanced collective ambitions of what's possible. Brands that use the, leave a legacy archetypes, speak to the trailblazers and innovators and all of us. They motivate us to reach past limiting beliefs and constraints. They help us achieve greatness in meaningful change. Legacy brands capture our aspirations. They help us imagine better realities. And manifest them through skill and perseverance. Like pioneers before them, these brands inspire greatness in their customers. They demand it through positioning that calls us to purpose and potential. They reflect the pinnacle of human capability. Now let's take a closer look. At the outlaw. Magician and hero brand voices. The outlaw. The outlaw archetype values, disruption rebellion. And bucking the status quo. Brands that tap into this archetype often position themselves as gritty and daring. They're not afraid to break the rules or challenge conventions. They prize independence. Risk-taking and pioneering new territory. Famous outlaw brands include Harley Davidson and ax. The magician. The magician archetype is all about transformation innovation. And making the impossible possible. This happens through cleverness envision. Magician brands are inventive. Trailblazers who surprise in the light, their audiences. They tap into people's desires to experience, wonder and magic. Well-known brands that embody the magician archetype. Include apple and circus de Solei. The hero. Hero brands inspire us to reach our potential and achieve great things. They do this through mastery, courage and overcoming adversity. Uh, they motivate people to strive, compete and push boundaries. Brands that leverage the hero. Archetype include Nike with its just do it slogan. And the U S army with its be all. You can be positioning. Hero's give a strength. Inspire us to action. And make us believe we can beat UPIC. Category two. The pursue connection archetypes. Humans have an innate and profound need for belonging, intimacy, and community. Uh, iconic stories from Aristotle to avatar, explore relationships as the cornerstone of meaning and fulfillment. Brands that tap into the pursue connection archetypes. Express our desire for bonds. They tap powerful themes of love, friendship, and comradery. These brands capture our desire for pleasure. They also capture our desire for lighthearted play and the comfort of being seen and embraced as we are. Pursue connection brands stoke the flames of romance. They fan the spirit of festivity and bring out the best in humanity. Their positions are grounded in togetherness. Their promise, calls us toward realizing meaning through vulnerable, authentic. Relationships. Let's look at the three pursue connection brand voices. The lover. The lover archetype uses themes of romance, beauty, and sensuality. It forges intimate connections with consumers. Loved brands like Godiva chocolate in Victoria's secret play on people's desires, passions and affections. They use a Loring, emotive, advertising and positioning. They delight the senses, evoke feelings of being cherished. And indulged in life's finer pleasures. The jester. The jester archetype brings out play celebration and the lighthearted spirit. Brands like Lego and Coca-Cola use themes of fun and humor to delight audiences. They position their products as a way to add joy. And levity to life. Gesture brands emphasize silly whimsical impressions over serious ones. They seek to amuse and entertain their customers. They deal in laughter. Festivity. And childlike wonder. The every man. The every man archetype focuses on simplicity, belonging, and working class appeal. Brands like home Depot and dove tap into the every man. They positioned themselves as authentic, approachable, and created to help ordinary people. They're messaging feels homespun and familiar versus glamorous. They deal with community comradery and celebrating real world heroes. They honor people who persevere and get the job done. Category three. The provide service archetypes. Throughout history, selfless caregivers have made immense positive impacts through service. Brands that leveraged the provide service archetypes, tap into these roles. They speak to our aspiration of belonging, to communities that uplift lead and create a better world. These brands meet needs by conveying, nurture, and care. They also communicate competence and quality or manifest innovations that elevate and delight. Service archetypes promise order and enrichment. They tap our most altruistic motivations and civic virtues. They're messaging calls us to realize a higher purpose. It uses structures and systems that stabilize lead in progress society. Let's take a closer look at the caregiver, ruler and creator brand voices. The caregiver. The caregiver archetype meets needs through compassion, generosity, and profound service orientation. Brands like Johnson and Johnson tap into nurturing themes to convey. Reliability care in good stewardship. They're messaging emphasizes community responsibility. It cultivates loyalty through uplifting and empowerment versus self-centered aims. The ruler. The ruler, archetype conveys leadership competence expertise in hard. One mastery. Ruler brands like Rolex and Mercedes-Benz tap into desires for quality, craftsmanship, and status. They communicate success, themes of achievement, confidence, and elite access. These are earned through determined effort. They're messaging calls us to realize discipline and ambition. The creator. The creator archetype is grounded in evoking imagination, originality. Envision. Brands like Lego and Crayola tap into themes of ingenuity self-expression and playful creativity. They deal in fostering exploration in childlike wonder. The creator brands and messaging. Emphasizes venturing beyond the status quo. The brand showcases breakthrough innovations designed to inspire. Category for the seek truth archetypes. Brands that use the seek truth archetypes fulfill our deepest needs for safety, understanding and freedom. They deal with themes of morality, idealism, wisdom, and adventure. Are there stories speak to our Nobelists aspirations and who we wish to become. Seek truth brands. Promise hope discovery and liberation from ignorance. They're messaging calls us to transcend through righteous living. Contemplation and fearless exploration. They convey goodness and hard won mastery. They also capture ambitions of realizing folder potential. When we engage these brands, we embark on existential journeys. We seek more authentic versions of ourselves and the world we wish to inhabit. Let's dive into the innocent Sage and explore brand types. The innocent. The innocent archetype conveys moral virtue and idealic impressions. It uses sincerity. Goodness. In childlike optimism. Brands like Coca-Cola and hallmark tap into the themes of nostalgia, patriotism and wholesomeness. They aim to elevate hopes of realizing a more just world where people treat each other well. They're messaging provides comfort through innocence versus exposing harsher realities. The Sage. The Sage archetype grounds it's messaging in disseminating wisdom intelligence in truth. Brands like Harvard and Ted talk, tap into the themes of cutting insight philosophy, envision. The aim to stimulate deeper understanding. They unpack mastery and bigger picture perspectives. They provide enlightening ideas that create elevated outlooks. The Explorer. The Explorer, archetype captures themes of ambition, independence, and venturing into the unknown. Brands like Jeep and national geographic tap into desires to live wholly on our own terms. They do this through adventure and fearlessly charting new territory. They're messaging calls people to push boundaries. It also urges them to live authentically and realize folder expressions of freedom. Aligning your brand voice with one or more of these archetypes helps you connect with your ideal audience on a deeper level. The archetype should resonate with your core values and purpose. If you would like to take a free online quiz to find your unique brand voice, go to J mill.biz/brand voice. That's J. M I L L dot B I Z. Forward slash brand voice. Bring your brand voice to life with AI. So, how do you actually use your brand voice day to day? Once you've defined your unique brand voice using the archetypes. You can bring it to life through AI tools. You can create a customized voice persona infused with your brand voice instead of outsourcing copywriting. A voice persona contains key information to help AI right in your distinctive style. Personality traits based on your brand archetype. Examples of your brand messaging. Key phrases and vocabulary. An ideal customer profile. Your brand's mission and values. AI can use this data to generate website, copy blog, posts, emails, ads, and other content. It will express your brand voice authentically. When riding with your voice persona. AI tools. We'll use personality descriptors, matching your archetype, incorporate your brand's key phrases and language. Keep messaging aligned with your values and goals. And resonate with your ideal customer profile. Refresh your voice persona regularly as your business evolves. However, the ability to outsource copywriting while maintaining your brand voice is a game changer. AI makes it possible to quickly scale communication without losing your unique personality. Leverage the power of AI writing assistance infused with your archetype based brand voice. It's invaluable for creating an emotional bond with your ideal audience. Day to exercise, select your primary brand voice. Review the 12 brand voice types earlier in this chapter. List the two to three voices that best fit your personality and brand mission. Next to each voice, write down key messaging phrases or slogans. That would align with that voice. Review your list and determine which brand voice feels most authentic to you. Make sure it resonates with your ideal audience. Kraft a short brand voice statement that sums up your chosen voice. For example.. My playful, humorous gesture, brand voice engages people who don't take life too seriously defining your distinctive brand voice lays the foundation for messaging. This messaging attracts your ideal community. Use this exercise to clarify the perspective you want to project across touchpoints consistently. If you would like to take a free online quiz to find your unique brand voice, go to J mill. Dotbiz slash brand voice. Day, two key takeaways. Strategically choose your brand voice using Young's 12 archetypes. Align your voice to your core purpose and target audience. Express your voice consistently across all touch points. Reevaluate as your business evolves. And authentic voice attracts your tribe. All right. Welcome back. Hopefully that was helpful to you. Did you learn something new? No. If you want to see the visual brand will it's in the book, it's in the workbook. You can also go to the website. I mentioned in J mill. Dot biz slash brand voice and take a live quiz. It'll show you a picture of the brand voice will, but hopefully this was a good episode for you. Maybe it got you thinking about how you can define your brand voice and why you want to do that. And hopefully you'll come back next week. As we jump into another chapter of this brand new book, launch your platform. We're gonna help you build that personal brand. Step-by-step just keep falling along with us. And we'll see you next time on the market, your message show. So until next time. Never forget. Your message matters.