Storytelling has been around for as long as people have. Stories are how we make sense of the world. While they may have started with oral stories told around a fire, today we have things like TV, movies, books and (yes) even companies.
There are countless storytelling arcs out there, but essentially, everything can be boiled down to one of two categories: a hero goes on a journey or a stranger comes to town.
A hero goes on a journey: The Lord of the Rings, Frodo (the hero) goes on a dangerous adventure to destroy the One Ring, overcoming countless obstacles with the help of allies along the way.
A stranger comes to town: Stranger Things, an outsider with supernatural powers, Eleven, comes to a small town and changes the lives of the local kids while battling mysterious forces.
When it comes to creating a story for your business, the choice between the two is pretty clear. And that’s where the Brand Voice Guide comes in. It ensures your messaging consistently positions your audience as the hero while your business remains the trusted guide.
What is a Brand Voice Guide?
When you partner with Infomedia for a Brand Voice Guide, the first step is an interactive workshop. We shut the laptops, put down the phones and give our full attention to creating a voice for your brand.
Your Audience
It’s hard to talk to your audience when you don’t know exactly who they are. That’s why we help you define your ideal audience. This goes beyond their demographics (although that is important, too) to really pinpoint their specific problems, motivations and aspirations. Only once you know who they are and what they want can you talk to them on their level.
Your Business
Your business is way more than just what you sell or do. It’s the why behind it. It’s the trust you build with your audience. All of these things work together to build your brand. We help you articulate your purpose and values in a way that resonates. Why should people choose you over a competitor? What unique qualities make your business stand out?
- Tone of voice: Your brand’s tone of voice shapes how people feel when they hear from you. Are you friendly and fun, professional and formal or somewhere in between? We work with you to define the tone that aligns with your brand’s personality and resonates with your audience.
- Brand vocabulary: Words matter. We help you define key terms that represent your business. Do you say “customers,” “clients” or “partners”? Do you say “staff” or “team?” These choices are important to building identity and creating consistency across all channels.
- Writing style: Even small details, like whether you use the Oxford comma or not, contribute to your brand’s overall consistency. (When we ask this question, we either get heated debates or blank stares — there is no in-between.)
Messaging Framework
Your Brand Voice Guide also includes a messaging framework that acts as a ready-to-use toolkit for your team. It provides standard, approved language that anyone in your organization can rely on. Not only does this keep your messaging consistent — it also helps your team save time and avoid guesswork.
- One-liner: A succinct description of your brand to use everywhere
- 50-worder: Perfect for social media descriptions and other intros
- 100-worder: Ideal for articles, proposals and other detailed content.
- CTAs: Primary and secondary options can guide your audience to an action, no matter where they are in the buying process
Why do you need one?
“If you confuse, you lose.” — Donald Miller
Anyone familiar with marketing probably knows about Miller’s book, Building a StoryBrand. While his framework is excellent for creating shorter-form content, like landing pages, it doesn’t fully capture the comprehensive messaging needed for a website.
That’s why we developed our Brand Voice Guide — to help your business speak consistently across all platforms so your audience trusts you and feels confident in choosing your services.
How do you use it?
Your Brand Voice Guide isn’t just for websites. While it provides a big picture, comprehensive view of your brand’s messaging, its versatile enough to scale down for other purposes, like social media, advertising copy or other marketing materials.
You can also use it for:
- New hires: Share the guide with new employees so they immediately understand your business’s messaging and tone.
- Internal teams: If you have multiple people writing for your business, a Brand Voice Guide keeps everyone on the same page with a consistent voice.
- Freelancers or vendors: It’s the perfect reference to ensure your contractors capture your voice in any projects you throw their way.
What else do I need?
A great Brand Voice Guide works best when paired with a Brand Style Guide.
A Brand Voice Guide and a Brand Style Guide work hand-in-hand to create a well-rounded brand identity. While the Voice Guide defines how your brand sounds and communicates, the Style Guide focuses on how your brand looks — including things like typography, logo usage, photography, colors and more. Together, they ensure that your messaging and visuals align seamlessly, reinforcing your brand’s personality and making it instantly recognizable.
Ready to get started?
Infomedia’s Brand Voice Guide is your first step toward creating messaging that connects with your audience and builds trust. Ready to take the next step? Get in touch with our team to schedule your Brand Voice Workshop today and start crafting messaging that resonates across every platform.
