Today I want to talk about the term “brand voice” because it’s something I focused on for 2020. It’s been a top marketing buzz phrase for a couple years now. In my opinion, it is the most critical aspect of marketing your business to the right clients!

What is ‘Brand Voice’ anyway?

Your brand voice basically means, when someone visits your website or social media, what does it say to them? What impression are you giving off? Does your site give someone a formal feel? Make them feel different emotions? Does it evoke a smile or a laugh? Up until 2019, I mainly focused on getting my business out there into the world, honing my craft, and working on my SEO. What I sort of let slip was the brand voice piece. At the beginning of 2019, I felt that I was where I wanted to be with inquiries and income but that I maybe wasn’t always attracting the right clients. With the help of some amazing women, I made my online voice my main focus for 2020.

Launch Your Daydream helped me design a website and marketing materials that would speak directly to the type of client I was hoping to attract. Amanda Grazioli used her amazing power of words to help me bring what was in my head to a clear and concise brand message.

What Did I Want My Voice To Say?

Figuring out what vibes you want to put out there into the universe can be tricky. Hiring professionals like site designers and copywriters can be one “easy” way to do it. You’ll still have to figure out who you want to attract but they’ll ask probing questions to help you figure out how to say and show it. I first began to think about my ideal client. How old is this person? Do they have kids? What are their character traits? I wanted to aim to attract families who are: adventurous, snuggly, relaxed, and happy. Families with these traits tend to match my style of photography best. What I love to create is usually what they are envisioning as the ideal family portrait!

Not Ready For A Full Design Team?

It took me four years of business until I felt I was in the right place financially to hire a brand team. If you’re not quite there yet but you want to work on branding, here are some actionable (free!) items to work on:

• Go through your website and remove ALL images that don’t align with the three adjectives you want to focus on. No exceptions. Show ONLY what you want to attract.
• Do the same thing with all your social media channels! Instagram, Facebook, anywhere and everywhere you share your work.
• Begin to think about the copy on your Facebook and Instagram posts. Are the stories you’re telling displaying the traits you want to attract? People will follow you are connecting with the personality you’re putting out there. Make sure your words reflect who you want to connect with you!
• Take the same approach to your website copy! Tailor your homepage and your ‘About Me’ page to reflect the same qualities.
• If you don’t feel like you have images that reflect who you want to attract, do a model call!

The End Result of a Consistent Brand Voice

If you’ve been in business for a couple years, don’t fret if you don’t see immediate results. Brand messaging is a long game and it takes time to make a big change. Eventually with consistent messaging, you’ll see clients booking you who fall in love with the style you’re showing!

This doesn’t mean that ALL your clients forevermore will be ‘ideal clients’. You will however, see a shift to mostly ideal clients. Having the majority of clients that align with your vision will enable you to be the best photographer you can be. Your images will reflect your confidence and you’ll, in turn, attract back even more of that ‘ideal’.

Happy brainstorming!

XOXO- Lyndsay