If you don’t define your brand voice, someone else will.
In this episode I’m going to share a fundamental of distinguishing yourself from others. This is how you stand out instead of blending in. It’s how you overcome the hurdle that one recent trainer said to me, “There are so many of us.”
Spoiler alert: There’s only one you. When you define your brand voice so that you know it, that’s when others will recognize it too.
Working for years in gyms and university exercise clinics, what I know and used to tell fitness instructors, trainers and gym owners is your brand is what they say about you in the locker room.
It may not be the one you want, but that is definitely your current brand. Is there anything that you want said? What is being said? If you asked 15 people who follow you… how would they describe you?
If I think of some of the influencers I watch on social, here’s how I would briefly describe them to someone else: (not by name)
That beautiful and sexy midlife fitness woman from Mexico, definitely using her body showing herself in revealing poses that display strength and a lot of skin to promote and draw attention. Behind the scenes, independent, and a little aloof, you never see her educating, communicating with her audience, or creating collaboration with others.
That exerciser-turned-fitness influencer/trainer who shoots a lot of videos in her car relates to women in midlife, and portrays a real how-to approach.
The retired high school counselor turned fitness coach who’s got a bit of a Jersey accent, straight-forward, sharing the same message consistently on repeat.
Who Do You Follow and How Do You Describe Their Brand Voice?
Others I follow, and potentially you do too:
Dr. Mark Hyman – always a health-related message about fitness and longevity, revealing what are basics, but not to all people, serving as reminders, not offensive but firm
Chalene Johnson – a whistle-blower, sharing her personal journey and making it real for other women in midlife going through similar things in several areas.
BettyRocker – she has always been more than anything an advocate for her followers, she’s clear about not being their hero, not motivating them, but having them be their own hero and inspiration. She gives them the tools to value themselves.
Dave Aspry – Bulletproof Coffee founder is a biohacker and has been and will always be. He calls BS on “health” practices that are harmful, new practices that are not yet mainstream and adopted by many. He’s not looking to be handsome or in style, he’s just who he is sharing why he’s doing things and how you too can improve your health and not fall for tricks leading to worse health.
Can you think of others? Food Babe, Ben Greenfeild… clearly defined brand voices.
You can hear brand voices as you listen to the radio. Commercials for cars, and ice cream – two of which have me changing the station faster than you can imagine – have a clear brand voice for a reason. They stick in your head. They may not be meant to be loved. They’re meant to be remembered. It’s not the same as a jingle, but it’s a similar concept.
You go to that car salesman and you know they are ready to do business, you’re going to get a deal. This is not where you’re going for your luxury drive. You want have something special when the grandkids are coming over, you may reach for the brand of ice cream that made you think of warm-fuzzy family memories.
When you define your brand voice, you have the thumbprint that is yours and yours alone.
You may have soundbites but they’re not rehearsed. (They’re natural!)
You may use quotes, but you attribute them not borrow as your own.
You don’t just become interesting, you are interested … interested in using your voice to go against anything you stand against and toward everything you stand for.
Where You Use Your Brand Voice
You’ll need it in writing and speaking and once you find it there won’t be any mistake about who you are, what you stand for, what you stand against, and every message will be congruent.
It doesn’t matter if we’re talking about writing or speaking, finding your voice takes time.
You may be 50 and just beginning to develop a brand of your own, and still be searching for your unique voice.
Who has a voice that you respect?
- Oprah
- Dolly Parton
- Jane Fonda
Think about each of their messages and also the way they deliver it. They’re uniquely different. They represent different causes and yet each has a unique appeal. Don’t confuse celebrity with voice. They may have reached celebrity status in part because of their voice.
They didn’t do it by becoming one of the pack. They have had ups and downs and yet each maintained the same voice. So it isn’t about rising to the top, getting or even staying at the top. Having a voice is something you develop, fine-tune, and you get known for.
How To and Not to Develop a Brand Voice
It’s not a topic that creates a brand voice. It’s not a niche. It’s what you stand for and what you don’t. It’s what you talk about (and how) and what you don’t.
Take Action! Answer these questions to define your brand voice. But once you do, ask your team members to each do the same. You can have them show you or not. But then reveal to them exactly what you’ve written and why and review it with them. (You’re not trying to “grade” them so reviewing their answers is not necessary and might backfire them. It’s enough for them to understand how they can be aware of when they are on or off-brand).
- What does your brand stand for:
- What do you stand against:
- What does your brand talk about:
- What does your brand never talk about:
- What tone of voice does your brand use:
- What words does your brand use:
- What are examples of words you’d never use:
- How do you want people who interact with your brand to feel:
The Impact If You Define Your Brand Voice
Your emails sound like they’re from you even if you don’t write them.
You will attract more ideal customers and have fewer unsubscribes and unfollows.
Your posts sound like your freebie and that sounds like your emails and everything is a congruent journey.
Other Episodes You Might Like:
Social Media for Fitness Professionals: More Results Less Time: https://www.fitnessmarketingmastery.com/staging/social-media-for-fitness-professionals/
Is Passive Revenue Too Good to Be True? Affiliate Marketing:
https://www.fitnessmarketingmastery.com/staging/passive-revenue/
Resources:
Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/staging/scorecard
How to Create an Irresistible Freebie: https://www.flippingfifty.com/irresistible-freebie-how-to/
Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/staging/copywriting-course
