SpaBoom's Blog

Finding Your Brand's Voice

August 8th, 2014 • Posted by Kathy Watts • Permalink

We all have a voice. It represents who we are as individuals. Your brand has a voice as well, based on its personality and style, and it is important for it to be a consistent voice. But, just like you don’t speak the same to everyone in our daily lives, you don’t want your brand to do so either. And that is where tone comes into play. While your voice is always a consistent one, tone changes based on both the situation and the person you are speaking to.

So let’s talk a little bit about finding your brand’s voice first and then we’ll focus on determining tones.

Your voice represents who you are as an individual. For your brand, it will represent who & what your brand is. What that voice sounds like will depend on what your brand’s personality is, and we’ve already discussed creating a personality for your brand. It represents your style and helps your brand stand out in the sea of competitors. Finding your brand’s voice goes hand in hand with finding your brand’s personality, and so the same questions will come into play again:

  • Describe your business or brand with one adjective. Is it luxurious, trendy, hip, upscale, contemporary, etc?
  • What is the spirit of your brand? If you had to define the essence of your business in one word, what would you choose?
  • If your brand was a person, how would you describe him/her?
  • Who is your audience?
  • How do you want people to feel about your brand?

 Once you’ve defined your brand personality and voice, it’s time to think about tone. Tone is very distinct from voice and probably the most important part of communications with your clients. You would not use the same tone to speak to your three year old as you would to speak to a business leader in your community. And your brand should not be using the same tone for everyone either.

Tone is tailored to the specific situation and individual to whom you are speaking. It is the single most important thing for making your communications not only feel authentic, but also empathic. Hit the right tone with your clients and you will come across as not only relatable, but also like you fully understand not only where they are coming from, but also what they need.

Determining your different demographics is the most effective way to determine what your different tones should be. So take some time to think about the different demographics of your business and the differing situations in which you need to communicate with different groups of clients. Your communications with your VIP clients should sound very different in tone than the communications with your summer Teen Spa  clients. But your brand personality and voice should shine through to both groups.

Defining your brand’s voice and tone is the single best way to humanize your brand. This means you can better communicate with your clients (& potential clients) and makes it easier to start and maintain a conversation with them. Nail those two things and you are well on your way to building a relationship with your clients.

1 Response...

Anonymous says:
August 12, 2014 at 9:09 PM
Indeed! Branding is such a huge component that many business owners, especially small spa owners, tend to neglect. Thanks! Great article!

Leave a comment
 

Creating A Personality for Your Brand

August 7th, 2014 • Posted by Kathy Watts • Permalink

Brand Identity and Personality are distinct but closely related. Your brand identity is the visual image you create to communicate with your clients, including your logo, color scheme, or other repeating visual details. It is anything that your client (or potential client) sees that allows them to visually identify your business as distinct from your competition. Your brand personality is the emotional association that a client (or potential client) experiences when they think of your brand or see your logo. Personality helps create the emotions your client (or potential client) feels when they think of your brand or see your logo, as if they are thinking of a person rather than just a brand.

Knowing your brand personality can help determine how you communicate with your clients and how your business stands out in the community, especially compared to your competitors. Brand identity makes you recognizable. Brand personality makes you relatable.

Having a brand personality ensures that your communications will all look and feel like they are coming from the same place. It also allows you to be a storyteller and to become a business that people want to get to know better. People will always be more eager to speak about "a someone" rather than "a something". By giving your brand a personality that comes across as more authentic in communications, you’ll get your clients excited and they’ll want to talk about you with their family and friends.

But how do you figure out what your brand personality is? Here are a few questions to consider when creating (or discovering) your brand personality.

  • Describe your business or brand with one adjective. Is it luxurious, trendy, hip, upscale, contemporary, etc?
  • What is the spirit of your brand? If you had to define the essence of your business in one word, what would you choose?
  • If your brand was a person, how would you describe him/her?
  • Who is your audience?
  • How do you want people to feel about your brand?

These questions should start to give you an idea about what the personality of your brand looks like. From there you can start to craft a personality to represent your brand.

Once you have created your brand personality, now is the time to cultivate it through your social media interactions, your blog, and your email marketing. It is a powerful social media tool for creating a relationship with your clients and for attracting the type of clients you really want. Don’t forget that brand personality is about the emotional association your clients feel when they see your logo or think about your brand. It is more about fostering a relationship with your clients rather than them just being able to identify your logo.

By having a strong brand personality, your clients will start to feel more like they have a personal relationship with your brand rather than just recognizing and liking your business. It gives your clients someone to talk about rather than just a brand. And that makes it much easier for them to become an advocate for your brand.


Leave a comment
 

Creating A Strong Brand Identity

August 5th, 2014 • Posted by Kathy Watts • Permalink

Your brand is so much more than just a logo or a name. It is a representation of what your business is and the experience you provide through your products and services. Your brand helps to differentiate you from other businesses in your area.

Brand management is the analysis and planning of your brand in your market, including planning out how to focus on your target demographic & how to maintain a good reputation for your brand. Knowing how to effectively manage your brand is key in this economy to ensure that your business continues to flourish.
But how do you make sure your brand is effective? Let’s take a look at some of the key things to consider when creating and managing your brand identity.

Develop a Personality and Image for your Brand
Your brand elicits emotions in your clients (both current and potential) when they see it. What sort of ideas and emotions do you want your brand to convey? An easier way to think about it is this: If your brand was a person, how would you describe their personality? Relaxed, luxurious, pampering, trendy, etc? From there, you can start to think about what your vision is for the brand and what your longterm goal is. In other words, what is your mission statement for your business and who is your target audience? All of these things put together help you develop the personality for your brand.

Create a Memorable Logo and Tag Line
Your logo is the most effective tool in building visual recognition for your brand. So take some time and effort to make it the most effective logo you can. Once you have developed the personality or image for your brand, creating a logo is the next step. Working with a graphic designer for this step can help you create the most powerful logo & color story to go with it. But don’t just stop there. Make sure that all of your communications with clients contain your logo and the color story drawn from that logo. Whether it is your website, social media, email communications, or even your collateral such as flyers, signage, or business cards, make sure your logo and color story carry throughout. Being consistent in your color story and logo will make your brand much more recognizable, and therefore more memorable.

Develop a Voice for your Brand
Developing a voice for your brand, one that matches your brand image, is the number one way to come across as authentic in your communications. You want your voice to reflect the personality and image of your brand. For instance, a luxury spa will have a very different voice than a trendy nail salon. By matching the voice of your brand to the personality and image of your business, your communications will come across much more effectively. This helps to tie your communications into your brand identity and makes your brand, and your business, much more relatable and recognizable.

Creating a powerful brand and managing it effectively is key to distinguishing yourself in the marketplace. It can help to focus your business and makes you more recognizable to clients (both current and prospective). It also gives you a strong foundation upon which to leverage and grow your business.

1 Response...

Anonymous says:
August 13, 2014 at 5:26 PM
For me, having professional photos of the team and premises is something letting down many small businesses. The impression that a professional photo conveys, is 'professional'. People will connect with that 'image' of your business, and you will attract the right client for you.

Leave a comment