The Easy Method – Identifying Your Brand Voice And Identity, Colors, Fonts, Writing Style and more

Introduction

In the bustling marketplace of today, your business is facing the challenge of standing out. A compelling brand voice and identity can be the differentiator that sets a business apart. This guide delves into the foundational elements of branding that every business owner should consider.

 

The Five Pillars of Brand Personality

The concept of brand personality is rooted in the framework established by marketing scholar David Aaker, which outlines five primary dimensions:

1. Sincerity: This dimension is for brands that project wholesomeness and honesty. Think of brands that embody a down-to-earth persona, like Dove, which positions itself with purity and care at its core.
2. Excitement: Brands under this umbrella are seen as vibrant and dynamic. They cater to an audience looking for innovation and adventure, much like Red Bull’s thrill-seeking image or Nike’s call to action with “Just Do It.”
3. Competence: Here, the focus is on reliability and a knowledgeable presence in the market. Brands such as Microsoft and Volvo are quintessential examples, both showcasing an unwavering commitment to quality and consumer trust.
4. Sophistication: These brands are all about glamour and exclusivity. Luxury brands like Chanel and Rolex represent this dimension, offering products that are not just items but symbols of a particular lifestyle.
5. Ruggedness: Embodying toughness and durability, these brands appeal to those who value strength and resilience. Jeep and Timberland are brands that resonate with the spirit of adventure and the great outdoors.

Certainly! Below is a structured test based on the transcript provided that you can include in your blog post. This test will help your readers determine their brand’s personality according to Aaker’s Brand Personality Dimensions.

 

Acorn Marketing’s Brand Personality Test

To determine your brand’s dominant personality, please answer the following questions. Rate each statement on a scale from 1 (strongly disagree) to 5 (strongly agree). Tally your scores for each dimension to reveal your brand’s personality traits.

Sincerity:

1. My brand consistently promotes honesty and genuineness.
2. I want customers to perceive my brand as warm and friendly.
3. Trustworthiness is a core value of my brand.
4. My brand can be described as family-oriented or down-to-earth.
5. Authenticity is a significant characteristic of my brand’s identity.

Excitement:

1. My brand aims to invigorate and energize its customers.
2. I would describe my brand as daring or adventurous.
3. My brand is up-to-date with the latest trends and innovations.
4. I want my brand to be perceived as spirited and imaginative.
5. My brand’s identity is playful and full of life.

Competence:

1. Reliability is a core attribute of my brand.
2. My brand is recognized as an industry leader or expert.
3. My brand promotes efficiency and dependability.
4. My brand’s identity is about being intelligent and skilled.
5. I want customers to view my brand as successful.

Sophistication:

1. My brand exudes an aura of luxury or high-class.
2. My brand’s identity is refined and polished.
3. I want my brand to be perceived as charming and glamorous.
4. My brand is aimed towards an upscale or elite audience.
5. My brand represents modern elegance.

Ruggedness:

1. My brand’s identity is associated with the outdoors or nature.
2. My brand promotes strength and endurance.
3. My brand is tailored for adventurous or tough clientele.
4. I would describe my brand as sturdy and robust.
5. I want customers to see my brand as grounded and rugged.

Scoring Your Test:

After completing the questionnaire, add up the scores for each dimension. The dimension with the highest total score likely represents your brand’s dominant personality. Remember, it’s common for brands to exhibit a mix of these traits, so consider all your scores to fully understand your brand’s multifaceted personality.

Color Psychology in Branding

The colors a brand chooses can speak volumes. Beyond personal preference, color selection should be strategic, reflecting the brand’s personality:

Sincerity:

• • Colors: Earth tones, light blues, soft greens.
  • Reasoning: These colors are often associated with trustworthiness, reliability, and authenticity.

Excitement:

• • Colors: Reds, oranges, bright yellows.
  • Reasoning: These colors evoke excitement, passion, and energy.

Competence:

• • Colors: Blues, greens, grays.
  • Reasoning: These colors signify stability, reliability, and expertise.

Sophistication:

• • Colors: Black, gold, silver, deep purples.
  • Reasoning: These colors are usually associated with elegance, luxury, and sophistication.

Ruggedness:

• • Colors: Browns, dark greens, and other earthy tones.
  • Reasoning: These colors communicate ruggedness, toughness, and an outdoorsy feel.

Typography and Fonts as a Brand Ambassador

The fonts used across various brand touchpoints can significantly influence perception:

Sincerity:

Fonts that evoke a sense of genuineness, warmth, and trustworthiness.

• Comic Sans: Often seen as friendly and informal.
• Quicksand: A modern sans-serif typeface that has a clean and honest vibe.
• Patrick Hand: A font that gives off a hand-written, personable feel.

Excitement:

Fonts that can help convey an energetic, youthful, and spirited brand personality.

• Impact: A bold font that commands attention and creates excitement.
• Jost: Known for its geometric shapes, it can evoke a modern and dynamic feel.
• Avenir Next: This font has a futuristic and exciting edge to it.

Competence:

Fonts that reflect reliability, professionalism, and expertise.

• Arial: A straightforward, clean, and dependable font.
• Helvetica: Widely respected for its readability and clean design.
• Times New Roman: A classic, reliable, and formal font, often associated with academic and professional documents.

Sophistication:

Fonts that give off a sense of elegance, prestige, and high-quality.

• Baskerville: A refined and elegant serif font.
• Didot: A typeface known for its sophisticated and high-end feel.
• Bodoni: This font has a stylish and luxurious vibe to it.

Ruggedness:

Fonts that reflect a sturdy, robust, and grounded personality.

• Rockwell: A slab serif font that conveys strength and stability.
• Courier New: Gives a typewriter feel, suggesting a rugged and mechanical personality.
• Roboto: Often used in industrial contexts, it gives a sturdy and utilitarian vibe.

Tone and Writing Styles Relating to Your Brand Identity

The way your brand communicates is just as crucial as the visual elements like logos and colors. Your tone and writing style are the voice of your brand, and they should resonate with your brand’s personality. Here’s how to align your brand’s voice with Aaker’s Brand Personality Dimensions:

Sincerity:

• Tone of Voice: Warm, honest, and reassuring.
• Writing Style: Use simple and direct language. Employ personal pronouns like ‘we’ to create a sense of community. Include real-life examples and testimonials to emphasize authenticity. Prefer sentences that are clear and straightforward.
• Example: “We believe in creating products that you can trust, made with integrity and inspired by our close-knit community.”

Excitement:

• one of Voice: Energetic, enthusiastic, and lively.
• Writing Style: Incorporate vibrant adjectives and action verbs. Use exclamation marks and dynamic language for emphasis. Engage the audience with questions and maintain energy with short, snappy sentences.
• Example:”Dive into a world of thrill! Are you ready to experience the pulse of innovation and the zest of life?”

Competence:

• Tone of Voice: Authoritative, knowledgeable, and confident.
• Writing Style: Prefer factual statements backed by data or examples. Use industry-specific terminology to showcase expertise. Construct well-structured and logical paragraphs, and maintain a formal tone.
• Example:”With over two decades in the industry, our data-driven approach ensures you receive the pinnacle of service.”

Sophistication:

• Tone of Voice: Elegant, polished, and refined.
• Writing Style: Choose sophisticated vocabulary and avoid colloquialisms. Employ longer, flowing sentences that exude grace and often include metaphorical or poetic elements.
• Example: “In a world awash with the ordinary, our products stand as a testament to the artistry of elegance and the allure of luxury.”

Ruggedness:

• Tone of Voice: Bold, tough, and grounded.
• Writing Style: Use imagery related to nature, strength, or adventure. Prefer short, impactful sentences and direct language that focuses on product durability and resilience. Employ calls to action that encourage readers to engage.
• Example: “Crafted for the untamed spirit, our gear is built to endure the wildest ventures you can imagine.”

By carefully crafting your brand’s tone and writing style, you can ensure that every word you communicate reinforces the identity you want to project. Whether it’s the sincerity in your mission statement, the excitement in your ad copy, the competence in your white papers, the sophistication in your customer correspondence, or the ruggedness in your product descriptions, your language sets the stage for your brand’s story.

When incorporating this into your blog, make sure to tailor each example and description to fit your brand’s specific voice and the message you want to convey to your audience.

Conclusion

For SMEs, the journey to defining a brand’s voice and identity is pivotal. It’s a strategic process that involves deep understanding and thoughtful decision-making. By considering these aspects—brand personality, color, typography, and tone of voice/writing style—a brand can create a cohesive and resonant image that not only attracts but also retains customers.

If you’re at the crossroads of crafting or refining your brand’s identity, remember that it’s an investment in your business’s future. It’s about creating a promise and an experience that your customers can trust and relate to. Take the time to get it right, and your brand will speak for itself.