Building a New Business? First Find Your Voice: 4 Brand Voices and Their Superpowers

Over the years I've worked with dozens of passionate people getting ready to launch the business of their dreams.

They're excited. They're terrified. They're...confused.

"I have a website, but I have NO idea what I'm doing."
"Someone just told me I need a [LinkedIn/Poppl/GoogleMyBusiness/Alignable] account. Do I?"
"What the heck is SEO, really, anyway?"

When you're starting a new business, the fact that you can watch 3,427,540 YouTube videos about "how to scale your business" can feel more daunting than helpful. There's just SO much information out there. Where do you even start?

As a writer, I think it all comes down to voice. Or what a marketer would call your "brand." If that word makes you dry heave, fear not. Much like "networking," what it really means is:

Making a GENUINE connection based on what GENUINELY motivates you.

I genuinely connect with people over cookbooks!

...Not sounding so bad now, is it?

Just like you need to know your vision, mission, and target customer, establishing your voice will help guide you in every future step. After all, that's how you're going to communicate your wonderful vision to that target audience.

After working with dozens of start-ups and new business owners, I started to see a pattern emerge. Every brand voice seemed to fall into one of four categories (or a combination of a couple) - and each one has its own superpower.

The Sophisticate

Do words like elevated, curate, journey, artisanal, and boutique speak to you? Do you gravitate towards soft, earthy colors and streamlined visuals? Are you offering a high-end, exclusive service?

You, my friend, are The Sophisticate. While you might not necessarily want to scream, "I'M EXCLUSIVE!", you're drawn to branding that makes your customers feel like they're on your V.I.P. list. - and that's a message that sells. Why? Just like The Sass Master, you harness the power of marketing to a niche audience who's looking for what YOU, specifically, have to offer.

The Softie

You share 'unusual animal friends' photos on social media and believe that you can connect to everyone's heart if they just take time out from their busy lives. You've often been told that your smile or laugh is infectious and people just "feel better" after spending time with you. Everyone is your bestie and you want to be sure they know it.

Appealing to customers' emotions is your superpower, and if harnessed properly, you can create a genuine, loyal bond - a bonafide selling strategy in the business world.

The Sass Master</