WordCamp Athens
SMART, SASSY OR SWEET
Make Your Content Speak in Your Brand Voice
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Hi!
I’m Vassy.
I help brands build meaningful
relationships and scale them through
digital channels.
@vasvalch valchanova.me
Vassilena Valchanova
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who says what
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why
Why bother with tone of voice?
stand out from
competitors
humanize the
brand
build trust through
familiarity
influence through
liking
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why
Heard first from Ann Handley
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404
Not Found
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who says what
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who says what
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step 1
Do some research
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step 1
Research and planning
Values and mission Existing content Internal conversations
Audience research Competitor research Channel specifics Local specifics
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step 2
Dig deeper
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Personality sliders
Originated by GV
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Tone of voice dimensions
Originated by Nielsen Norman Group
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Tone of voice dimensions
Originated by Nielsen Norman Group
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Order-motivated brands
provide structure to the world
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Brand archetypes
Social-motivated brands
connect with others
Ego-motivated brands
leave a mark on the world
Freedom-motivated brands
surmount any boundary
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step 3
Codify and put to use
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step 3
Brand voice chart
Originated by Content Marketing Institute; graph by CoSchedule