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Smart, Sassy, or Sweet: Make Your Content Speak in Your Brand Voice - Vassilena Valchanova [ΕΝ]

Smart, Sassy, or Sweet: Make Your Content Speak in Your Brand Voice - Vassilena Valchanova [ΕΝ]

You’re already producing useful content that educates and informs. But if you “remove the label” (or the logo in the header), will people know that content is yours? If the answer is “Not sure”, then you need to strengthen your brand’s voice.

People want to connect with content that has a strong personality. This makes building your brand voice a key part of your content’s differentiation strategy. And that’s not just relevant for blog posts – the best brands will make you chuckle, feel inspired, or cared for even with the modals, buttons, and form descriptions across the site. In this session, learn how defining a brand tone of voice is much more than just throwing a bunch of adjectives on a whiteboard and seeing what sticks.

You’ll learn specific exercises that will help your team make sense of the madness and create an actionable voice blueprint that works in real life.

WordPress Greek Community

April 09, 2022
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  1. WordCamp Athens
    SMART, SASSY OR SWEET
    Make Your Content Speak in Your Brand Voice

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  2. 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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  3. who says what

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  4. 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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  5. why
    Heard first from Ann Handley

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  6. 404
    Not Found

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  7. who says what

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  8. who says what

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  9. step 1
    Do some research

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  10. step 1
    Research and planning
    Values and mission Existing content Internal conversations
    Audience research Competitor research Channel specifics Local specifics

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  11. step 2
    Dig deeper

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  12. step 2
    Personality sliders
    Originated by GV

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  13. step 2
    Tone of voice dimensions
    Originated by Nielsen Norman Group

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  14. step 2
    Tone of voice dimensions
    Originated by Nielsen Norman Group

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  15. Order-motivated brands
    provide structure to the world
    step 2
    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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  16. step 3
    Codify and put to use

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  17. step 3
    Brand voice chart
    Originated by Content Marketing Institute; graph by CoSchedule

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  18. step 3
    Brand style guide

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  19. step 3
    Context scenarios
    • Marketing content
    • Advertising
    • Customer service
    • Product copy
    • Investor memos
    • ...

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  20. step 3
    Chief Voice Officer
    EDITORIAL REVIEW

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  21. WordCamp Athens
    THANK YOU!
    Get the exercise templates and more at valchanova.me/slides

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