If you think being conversational and customer-centric is enough for your brand voice, you\u2019re only going to join a chorus of clones.<\/p>\n
Developing a distinctive voice defines your brand\u2019s unique identity and builds a sense of authenticity with customers\u2014an increasingly important factor in sales. Research from Asendia found that 65 percent of consumers<\/a> are more likely to shop with brands they feel are authentic.<\/p>\n Getting there isn\u2019t easy, though. Your team could spend hours debating whether your brand is more of a Beyonc\u00e9\u2014powerful, versatile, and inspiring\u2014or a Freddie Mercury\u2014bold, charismatic, and passionately unique.<\/p>\n Brand voice exercises can help channel creativity<\/a> where it\u2019s most needed and develop a content strategy that hits all the right notes. Here are a few to try at your next brainstorming session.<\/p>\n Even if you don\u2019t have the budget for a celebrity spokesperson, thinking about which star you’d pick can be a useful brand voice exercise.<\/p>\n Have everyone on your team jot down the three celebrity spokespeople they\u2019d recommend for your brand. These can be actors, musicians, entrepreneurs, activists, political personalities, historical figures, literary characters, or archetypes\u2014as long as they\u2019re not actually<\/em> associated with your company.<\/p>\n This branding exercise lets you lean into your brand\u2019s identity<\/a> or playfully subvert it. Either way, you\u2019ll get key insights about where you can take your brand voice.<\/p>\n For example, if you\u2019re Coca-Cola, you might suggest Tom Hanks. Known for his feel-good roles, the actor is iconic and relatable across generations\u2014just the match for a classic, all-American soda brand.<\/p>\n Already known for infusing its commercials with subtle humor, Capital One might pick Martha Stewart. Her insider trading scandal makes her an edgy pick for a brand in the financial sector, but she could give comically exaggerated tips on turning mundane financial tasks into crafty rituals.<\/p>\n If you\u2019re a bold and creative brand like Ben & Jerry\u2019s, Frida Kahlo could be a great fit. The artist was fearless, expressive, and unconventional\u2014just like the ice cream company\u2019s topping-packed pints.<\/p>\n And who better to represent Cadillac than Samuel L. Jackson? His confident, commanding presence and fearless attitude embody the brand\u2019s image as a symbol of prestige and performance.<\/p>\n Play with your picks, including both obvious and edgy spokespeople, to see how they influence your brand voice.<\/p>\n If you have an established strategy<\/a>, it\u2019s easy to get comfortable describing your brand voice with the same handful of adjectives. Once your team repeats those four words over and over for a long period of time, they start to lose their meaning. This branding exercise helps combat this creative stall by having your team think about what your brand is not<\/em>. It\u2019s one of the best brand exercise questions to refine your voice.<\/p>\n Take Ikea, for instance. Ikea is minimalist but not boring. It\u2019s accessible without being generic. Patagonia is eco-conscious but not preachy, and its designs are stylish without sacrificing functionality. Lego is imaginative but not overly complex. It encourages creativity and problem-solving without being overwhelming.<\/p>\n This gets easier as you jump from brand to brand, and you can always try out a few before taking on your own. Rolex is timeless but not old-fashioned. Dove is inclusive but not overly sentimental. Trader Joe\u2019s is fun but not frivolous. You get the idea.<\/p>\n This one\u2019s a classic. If your brand could come to life as a person at a dinner party, who would you be? And if dinner parties aren\u2019t a thing with your audience, sub in something more relevant. The high school cafeteria, a frat party, even a busy gym can all work for this brand voice exercise.<\/p>\n Let\u2019s try this one with airlines at a dinner party. Delta might be the dependable, well-traveled guest who effortlessly helps the host take care of everyone. JetBlue makes everyone chuckle by sharing the latest memes on their smartphone. American Airlines is the formal one who knows exactly which utensils to use at every course. And Southwest\u2019s casual and approachable vibe puts everyone at ease.<\/p>\nChoose a celebrity spokesperson<\/h2>\n
Describe the opposite of your brand<\/h2>\n
Go to a hypothetical dinner party<\/h2>\n