“This is what makes people connect with you, not just recognise you.”
Make your brand sound and feel like a real person. Your brand already has a personality, this module just helps you define it so it shows up consistently across every channel. We cover personality traits, tone of voice, language boundaries, communication style, and the reputation you want to build.
Don't overthink this. Your brand already has a personality, this module just helps you define it. There are no right or wrong answers, only aligned or unclear ones. If something feels forced, it probably is.
Approach this in two passes. First pass goes with instinct. Second pass refines for clarity and consistency across channels.
Your voice should feel consistent everywhere, your website, your Instagram captions, your sales emails, your DMs. If a customer recognises your brand from a single sentence with no logo attached, your voice is working.
Choose 3 to 5 personality traits that reflect your real brand
Define a tone of voice that stays consistent across channels
Build a do/don't list of brand vocabulary
Articulate the reputation you are intentionally building
Work through each prompt below. Take your time, these questions form the foundation of your brand strategy.
If your brand were a person, how would you describe them? Examples: Playful, Luxurious, Straight-talking, Nurturing. Think about how your brand would act at a party, how they talk, dress, and interact.
Define how your brand sounds. Is your tone formal or casual? Casual, Professional, Playful, Direct, Warm, Bold. Do you use humour? Are you more educational or conversational, persuasive? Then write three examples to bring it to life: one Instagram caption, one website sentence, one sales line.
Define your brand language. Words you always use (Words We Use), words you never use (Words We Avoid), and whether industry jargon is allowed (yes or no).
How do you speak to clients, friendly, direct, supportive, authoritative? How do you handle complaints or conflict? Your communication style should build trust, not just deliver information.
How do people currently perceive your brand? How do you want to be perceived? What do you want people to think or feel when they interact with your brand? Your reputation is what people say about you when you are not in the room.
See how Create & Grow completed this exact exercise for their own brands.
TRAITS: Practical, Warm, Direct, A bit cheeky. WORDS WE USE: real, build, foundation, clarity, ship, mate. WORDS WE AVOID: synergy, leverage, unleash, dive into, journey. IG: 'You don't need a course on hashtags. You need to know who you're actually talking to.' SITE: 'We only teach what we use, every day, with real clients.' SALES: 'If your brand still feels foggy after $5K of design, this fixes that. Promise.'
Here's a taste of the hands-on work you'll do in this module.
Pick 3 to 5 personality traits, then write three example pieces of copy in your defined voice, an Instagram caption, a website sentence, and a sales line. This forces you to translate abstract traits into actual sentences you can ship.
Track your progress through each activity in this module.
A complete voice and personality profile, 3 to 5 traits, defined tone, language do's and don'ts, communication style, and target reputation
A finance broker we work with sounded like every other broker on LinkedIn, 'helping you secure your financial future.' Forgettable. Their actual personality in person is dry, blunt, and very funny.
We rewrote their voice as 'A broker who'll tell you the truth, even when it's not what you want to hear.' Their LinkedIn engagement tripled in 3 months because they finally sounded like a human.
Answer a few questions to check your understanding of this module.
What is the relationship between brand personality and brand voice?
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