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I am Stefani Lefler, the owner and designer behind Stefani Jessica: a Michigan based design studio that serves business owners worldwide. Through design, strategy, and content creation, I create a confident branded voice that speaks to your audience.
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Share a Clear Message: 3 Ways to Ensure That Your Brand Voice and Brand Visuals Align

May 3, 2017

Branding

When you first start out, you’ll be told from pretty much everyone that you need a brand to run a successful business. This advice is absolutely true. Whether you DIY or hire a brand designer, beautiful and engaging visuals are just a piece of the puzzle. Without a clear message and a plan to create amazing content, your brand can fall flat, even though it looks fantastic.

While branding my own business and working with clients, I’ve found 3 simple ways to make sure your message, or brand voice, is cohesive to your brand’s look.

Number One • Align with Your Brand Words

When creating a brand, on your own or when you hire someone else, you’ll start with adjectives that describe your brand. Normally, 3-5 words will embody the feeling of your brand. Using those same words keeps your content not only aligned with your visuals, but it’s not as hard to come up with a voice.

Your brand voice is the tone and wording you use each time you create content for your business. On your website, social media, blog, and newsletter, having a voice will make you recognizable to your audience.

For instance, two of my brand words are genuine and comfort. I keep that in mind whenever I write new content for my business. I try to be genuine in everything I do through Stefani Jessica so I speak vulnerably when I share behind-the-scenes and insights. When I write, I also try to keep a friendly tone so my audience feels comfortable and welcome on my site and posts (hope it’s working by the way!).

Number Two • Stay Consistent

Now that you have an idea of the tone you want to use, make sure to stick to it! The best way to achieve this is by imagining your business as a person. When you’re creating content for any touch point that your audience will interact with, you can ask yourself, “Is this something my business would say?” It makes your life a lot easier and keeps your voice consistent.

Number Three • Be Yourself in Your Visuals and Voice

This one is the most obvious (but difficult to follow) tip I’ll share today. When you create your brand, you bet you should have your ideal clients in mind. If your logo, color palette, and website don’t speak to your audience and make them want to buy from you, they aren’t working. However, if your look is spot on and your voice is contrasting, you’ll just confuse your message entirely.

To keep ‘you’ in your words, think of your everyday speech. What are words or phrases you use all the time? Incorporate those into your content. The worst thing you can do is use whatever wording is trendy or popular at a certain time. Then you’ll start having to deal with copycat syndrome and being inauthentic. That’s your quickest path to salesy captions and interactions with potential clients.

You’ll build a real connection with your audience when you write from the heart. And most importantly (and most often overlooked), if you connect with a bunch of consumers but they aren’t you kind of people, you won’t enjoy your business as much. Keeping to your brand voice that you have now crafted will ease your mind and find your people.


What is the hardest part for you when you’re creating content? Let me know in the comments!

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  1. Debrah

    June 24th, 2017 at 1:34 PM

    Thanks for suggesting your post Stefani. The point about picking 3-5 adjectives to help focus my mind on my brand was a good one.

    I don’t have a blog yet, but I am writing content for it and the hardest thing for me is writing a little humour into it. I’m not one of those fortunate, bubbly, cheery folks who automatically draws people in so I have to work at that. I don’t want to have to resign myself to sombre ‘grey’ visuals in order to be consistent. I’m trying to figure out how to ‘not be myself’ but ‘to be myself’ at the same time. Hints would be welcomed 😉

  2. Stefani

    June 25th, 2017 at 12:21 PM

    No problem Debrah! Having those 3-5 words to focus on when creating your branding helps keep it cohesive and makes your mind not go nuts during the process.

    My tip when it comes to writing content is to write in the tone and wording you’d use with friends. If that means you have a more sombre, dry humour, that’s an asset! Not everyone who writes in a more bubbly tone can create content that is like that so I say embrace it. Not every client and customer is looking for an upbeat person to work with so you’ll really speak to that audience thinking, “Finally! A blog that’s not all rainbows and exclamation points.” Be true to you. ^_^

  3. Debrah McCabe

    June 26th, 2017 at 7:00 AM

    Thanks for your words of encouragement Stefani. This issue is one that I’ve been trying to find my way through and to hear what you’ve said here is great. I’ve always been a letter writer to a couple of my aunts (who’ve now passed on) and they always used to say how nice and chatty my letters were so maybe to run with that would be a good idea and who knows, in my mind, pretend I’m chatting with them as my audience. Yeah, that feels right! Thank you for reminding me of that! You’ve helped more than you know Stefani, so thank you. I hope you have a great day and I’m going to go now. I have some writing to do 😉

  4. Marge Cramer

    July 5th, 2017 at 12:50 AM

    So excited to read your information about blogging and website. Krista Dickson is the one that recommended you. I am working on being a VA,blogging,and encourage others. I have worked for the past 35 years but now want to retire. Looking forward to reading your post.😃

  5. Stefani

    July 5th, 2017 at 11:51 AM

    I’m excited to be able to help you on your journey in any way. I was a VA for a bit and it’s a nice way to work and make money without having high stress or long hours. All the best luck to you!

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