Wanna know how to create an audience
of raving fans without having to spend thousands
of dollars on big promotions or fancy marketing strategies?
Well, then there is one very important thing
that you must get right.
And it has nothing to do with your business plan
or how long you've been around or how many people
are on your email list or even how good your marketing is.
I know shocker.
But I am talking about one very important thing
called branding.
And in this video, I'm gonna walk you
through a simple five step branding exercise
that can help you create a unique brand voice
and keep your customers coming back again and again.
Stay tuned.
(lively music)
Hey, posse what's up?
It's Alex and I am very excited for this tutorial
because I firmly believe this is something
that far too many brands and businesses overlook.
Yep, I'm talking about branding
and I am not just talking about visual branding,
you know, the colors, the fonts, the logos
and the imagery of your brand.
There is another part
of branding that is so overlooked, but so, so important.
Of course I am talking about your brand voice.
Your brand voice is very important.
It's what ultimately dictates everything you do
in your business, from how you approach sales
and marketing to how you handle customer service.
And even the type of content you post.
Your brand voice is what helps your customers get excited
about investing in your product or service.
And it is the number one reason why a customer
comes back again and again and again.
Just like my friend and branding expert
Deb Gabor says, "When you get branding right,
you create a rational loyalty,
a condition where people are so bonded to your brand
that they would feel like they were cheating on you,
if they were to go buy something else."
And that is exactly the type of feeling you want to induce
in your customers, that bond, that connection,
because that is what will keep them coming back.
Even if a competitor comes up with something bigger, better
and bolder, that is why they'll pay five times more
for your product than they would
for some Joe Schmo product that does exactly the same thing.
And that is what will help you sell
out your product launches
before customers even know what the hell they're buying.
Trust me, this has happened to me before
and I promise you it all has to do with my brand voice.
So there are 5 very crucial elements that make
up a strong brand voice.
And today I am dishing out some fresh perspective
and brand new examples of brands
and businesses that are building irrational loyalty
through branding done right.
Now I save the examples 'til the end.
So be sure to stick around
and let's get started with brand voice element number one.
Your Unique Selling Proposition or USP.
Your USP is a single statement that succinctly embodies
the one thing that differentiates your brand
from your competitors.
It promises a specific benefit
or a unique feature that other brands
and businesses don't have.
This is what makes you stand out and answers the question,
why would someone buy from you over the competition?
Your USP should very clearly communicate these three things.
What you offer, who you serve, and how you do it?
Getting clear on these three things
will help position your brand or business as the key
to helping your customers achieve their goals.
So, as an example, the Copy Posse helps rad copywriters
and entrepreneurs around the world
ignite their businesses with modern copywriting tips
training and strategies that work today.
Alright, moving on to brand voice element number two.
Your mission statement.
Now this is one of the strongest messages
you can communicate as a brand or business
because it's setting the intention behind your brand.
It conveys your purpose or why you are here
in a way that intrigues, inspires, and motivates
both your customers and the people within your organization.
It's your way of answering the question?
Why are you here?
Like really?
Why are you here?
Why do you exist as an entrepreneur, a brand or a business?
Because here's the reality.
We know that there are other brands
and businesses and people who are out there doing, selling
and offering something very similar,
if not identical to what you're offering.
So why then?
Why did you choose to go into business?
And what is it exactly
that you wanna do better or different?
Think of this as your rallying cry?
It is the thing that brings everyone together
for a common cause, a common purpose or a strong belief.
So, as an example, at the Copy Posse
we believe that the best copywriting combines
the power of authentic brand storytelling
with proven direct response marketing principles.
And we are so over the scammy and severely
outdated tactics we see being used online today.
That is why we are rallying
the raddest, baddest crew of copywriters
around the planet to help us with one mission:
dedouchify the internet one word at a time
and make caring cool again.
So if you're on board with that mission posse
give me a thumbs up below.
And here comes number three on my list, brand story.
So according to research,
80% of customers are more likely to recommend brands
they emotionally connect with.
And 70% of those emotionally engaged customers
will be willing to spend up to two times
or more on brands they are emotionally loyal to.
So how can you foster an emotional connection?
Well, through a powerful and relatable brand story.
HubSpot defines brand story as the recount of the series
of events that sparked your company's inception
and expresses how that narrative
still drives your mission today.
This is where the art
of storytelling comes into your brand voice and messaging.
And as copywriters,
you guys should be absolutely crushing this.
Think about it.
Most people know the backstory behind their favorite heroes
and villains because they are compelling and memorable.
And yes, just like a superhero's origin story
a strong brand story covers three important turning points.
The status quo, this is the old norm
or the aggravating situation that eventually
led you to number two, the challenge, right?
Basically some form of a problem, conflict
or adversity that disrupted the status quo
and motivated you to find number three, the discovery.
This is the epiphany
or the resolution that led you on a personal journey
towards ultimately starting your business.
And remember you wanna tell this story
in a way that your customers can emotionally relate to.
So I'll link to my about page below.
So you can read more about my origin story.
Alright, now onto the fourth element
of a memorable brand voice.
Number four, personality.
Your brand personality is about the real qualities,
expressions and emotions it embodies the most.
Yes, you need to give your brand human characteristics.
Identifying your brand personality is a lot of fun
and it will play a huge role in determining the flow,
the tone and the feel of your copywriting and messaging.
So is your brand conversational and playful?
Loud and assertive?
A young millennial who loves to travel?
A genius, a billionaire, a Playboy, a philanthropist?
What are the defining characteristics
that make your brand you?
Now, another part of your brand personality
is your phraseology or the common phrases saying, words,
sign offs or slang that you tend to use most
in your marketing or content and customer communication.
So you might have noticed that here at the Copy Posse
I tend to say a few things over and over
and over again, like benny, that's my word for benefit.
The Right Phrase Pays.
Ciao for now.
Rad, I love that word.
I know it's like from the 80s, but I love it.
These are all my go-to phrases that I come back
to again and again and again.
And my audience knows
that they're the foundational phrases of my brand.
So they've come to expect them in my messaging.
If I were to suddenly stop saying one
of those phrases or use a different phrase in its place
it would probably throw my audience off
and make them think what?
That doesn't sound like Alex.
Who's writing these emails?
So having a few phrases and words that you always use
as a brand or business is important
because it keeps your messaging consistent and cohesive
across all platforms and lets your audience know.
Yep, that's the Copy Posse.
So when I'm working with clients
to create a brand voice guide,
I'll create a glossary of their most common phraseology,
so that it can be given to everyone who communicates
on behalf of the company,
all the way from the, you know traffic team,
to the customer support team.
Alright, now our final must have brand voice
component is number five, values.
So your brand values represent what your brand stands for,
which is also what you, the person or team
behind the business stand for.
These are the guiding principles that shape
every single aspect of your business,
from your message to your customer experience,
to the buying journey
to your refund policies, everything, right?
Once you've got a good idea
of your USP, mission statement and brand story,
it's time to strip all of that down to your core values.
Now, if this is something that you're really
struggling to identify or you're going
to those generic words that you just hear all the time,
remember you can always refer back
to your customer avatar or your ideal customer.
And that's because as a brand
you want your values to mirror your customers' values.
Alright, now, are you ready to see some brands
that have nailed their branding
and built up a massive fan base of irrational
loyal customers based almost exclusively
on their core values and then also speaking
to their customers' greatest fears?
I know I am.
So the first example on my list is Apple.
Probably the ultimate example of irrational loyalty.
Most of us Apple fanatics know damn well
that there are probably better versions,
I know, I can't believe I'm saying this,
of many of Apple's products, but that doesn't mean
that we're ever going to make switch to Android or Google
or I don't even know who else makes phones or laptops.
Apple has nailed their branding down so well.
And the reason it works
is because they have meshed their branding directly
with their audience's core value and greatest fear,
their core value, innovation.
Their greatest fear to be inauthentic or mediocre.
Alright, let's move on to Trader Joe's.
So let's be honest.
If you're in the health grocery store business
it's kind of hard to compete
with Whole Foods that is unless your Trader Joe's.
The people who love Trader Joe's love trader Joe's
and they won't shop anywhere else.
Whole Foods included.
And that's because Trader Joe's nails their branding.
They are fun, whimsical, gourmet, and cost-effective.
Their number one core value, pleasure.
Their greatest fear being bored or boring others.
Alright, now let's move on
to one of my favorite brands, Lululemon.
So who would pay a hundred dollars for a pair of yoga pants?
Thousands of people around the world would
as long as they're Lululemons.
So this brand definitely has
an irrationally loyal customer base,
again, because they're branding
and messaging directly aligns
with their customer's core values and greatest fears.
That core value, intimacy.
But not intimacy in the way that you might think.
Their fear is being alone,
being unwanted, unloved or a wallflower.
Yep, look it up.
Next on the list is Starbucks.
Now love 'em or hate them,
you have to admit they have a great irrationally
loyal following.
Starbucks is arguably one of the most successful
and popular coffee chains in the entire world.
And that is because they don't just serve coffee.
They serve you an entire brand experience
that is rooted in their core value, freedom.
Their customer's biggest fear
is getting trapped, conformity and inner emptiness.
I mean, think about it.
You go in a Starbucks, you can order a extra hot,
extra foam grande soy latte
with three pumps of vanilla syrup, if you want it.
And they're gonna write that down on that cup
and you are gonna get your absolute favorite drink
because you value freedom.
And the last example on my list Ikea,
everyone's favorite one stop furniture shop.
Well, maybe if you're in college.
I don't really shop much there anymore,
but I have to admit, I really love Ikea.
Ikea is notoriously known for its complicated instructions
and frustrating time consuming installations,
but that doesn't stop their fans
from flocking to them for every piece
of simple and affordable furniture they need.
Why?
Because their branding speaks directly
to what their customers crave the most.
Their core value, belonging.
They just wanna have a nice place
like everybody else, right?
And their greatest fear is to be left
out or to stand out from the crowd.
Alright, there, you have it.
I hope you enjoyed this tutorial on brand voice.
And if you wanna learn more about brand voice
I highly recommend you check out Deb Gabor's book,
"Branding is Sex."
And if you wanna learn more about creating brand messaging
that's centered around your customer's core values,
desires, drives and fears, then check out my own
Own the Inbox challenge
where we dive deep into customer archetypes,
buying psychology and email marketing.
You can learn more about that at the link below.
I will see you next week
with a brand new video until then I'm Alex, ciao for now.
Alright, guys, if you enjoyed that video
make sure to check out the next one from me right here.
And you can click right here to get a free gift.
Do not make branding an afterthought in your marketing.
In this video, I am sharing five absolutely crucial elements
of your brand that you must get right before you write.