Finding your voice

October 31st, 2019

Hunter Mitchell

Account Executive & Writer

Do you have a clear understanding of your brand’s voice? Quickly, describe your brand in 3 adjectives….

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How did that go? It can be tough to nail down in 3 succinct words what your brand is all about. You know your product. You know the services you offer. You even know most of the demographics for your audience, but picking out 3 little words to pack into all of what makes up your brand? Give me a few days, and I might figure it out.

 

Paradigm loves telling our clients’ brand stories.

We love figuring out what your brand voice should be. How do we get to that goal, though? Well, with lots of questions. We want to know all of the details about your product, your work culture, your location, your industry, why your company got started, and the people you’re serving. We want to know what you do, and most importantly, we want to know what problems your company is solving.

Are you trying to figure out what your brand voice is and what your company has to share with the world? Start by figuring out what problems you’re solving. If you know the problems, and you’ve figured out a solution, then you also know your connection to your audience:

  • nurses providing warmth and encouragement through medical care
  • tax professionals providing understanding and more returns
  • office contractors providing health-conscious workspaces

 

Without knowing the problems and solutions that your product or service is built on, you’re shooting blind at finding a voice that speaks to both your company’s strengths and to your audience. But if you can write out in just a couple of sentences (1) what’s the problem and (2) how am I solving that problem, then you’re well on your way to nailing down a brand voice:

  • A hospital knows they need to be uplifting and easy-going so that patients feel supported and comfortable throughout their visits or treatments.
  • A tax firm knows they need to tone down the technical jargon so that clients can follow along with how the deductions and returns work.
  • A contractor knows they need to promote their on-site fitness centers and walking paths to appeal to health-conscious tenants.

 

So then, what 3 adjectives would we apply to each of these examples?

  • Nurses: warm, casual, encouraging
  • Tax professionals: knowledgeable, friendly, engaged
  • Contractors: health-conscious, active, stylish

That was a lot easier, wasn’t it? I mean, I pulled most of those adjectives directly from our problem-solution statements.

 

Knowing the problems that your company is solving means that you know where your focus should be.

Stop trying to guess at what connects your brand to your audience, and start by looking at the one area that will give you an easy answer: what problems are you fixing?