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Welcome to Class!2:44
What is a brand voice?8:30
Borg vs. Borzoi Brands5:33
Find Your Brand Voice Sweet Spot2:29
Foundational Content: Organization7:50
Foundational Content: Audience9:55
Foundational Content: Products/Services6:07
Facilitating a Group Discussion7:18
Complete Your Brand Character Profile8:26
Understanding Tone Changes1:51
Write Example Tone Copy2:05
Understand the Purpose of a Style Guide3:15
Completing Your Style Guide5:12
Creating Copies of Your Style Guide1:00
Training Your Team2:59
Conduct Brand Audits1:17
About This Class
Looking to create a brand that stands out in today's noisy market? You've come to the right place. In this hands-on course, Andrea Goulet Ford will walk you through the same process she's used to engineer the personalities of some of the world's largest brands. Through the videos and a detailed 53-page ebook, you'll create a comprehensive Brand Voice Style Guide for your organization. Here's a peek at what you'll learn:
Brand Voice Benefits
In this section, you'll learn what a brand is and why it's important. You'll see brain research that shows how falling in love with a brand is a lot like falling in love with a human, and how personality matters when it comes to the bottom line. You'll also learn how to find your brand voice sweet spot with the same model Andrea uses for her Fortune 100 clients.
Create Foundational Content
If you want to build a house that stands up to the elements, you need a good foundation. The same is true for your brand. A good foundation will help you weather the storms of a changing marketplace. In this section, you'll build your foundation with a step-by-step process. First, you'll focus on your organizational content: your mission statement, vision statement and core values. Next, you'll learn how to step into the shoes of your audience and create compelling content that makes them fall in love. Finally, you'll learn how to position your product or service in the best light to spark a conversation and spur word of mouth.
Discover Your Personality
Once your foundation is laid, you'll start developing a distinct and engaging personality. Andrea will share her favorite tips, tools, and techniques for facilitating a group discussion. You'll also get access to her popular Brand Character Profile™ to help you find your top six distinguishing brand traits.
Use Your Brand Voice Across an Organization
The best brands give a consistent experience in any department. In this section, we'll look at how your brand voice will change in different situations. Using Andrea's Tone Wheel™, you'll walk through your entire business to ensure everyone is able to use your new brand voice consistently and confidently.
Training Your Team
You'll wrap up the course by learning the best way to roll out your new team. You'll get access to a Brand Voice Style Guide template that you can easily modify and share with your team.
Class Projects 3 See All
46 of 48 students recommendSee All
Best session I've seen on the power of branding and presented in clear, understandable language. Do the work here before you write anything again for your business. Bravo! Highly recommended.
Fantabulous!! . . . cohesive, . . . includes what you really need into the process. Practical and knowledgeable, Amazing job Andrea!
Hi. I'm, Andrea Goulet Ford — the human voice behind some of the world’s largest brands.
I’m the person brands turn to when they want to cut the corporate babble. For the past decade, I've helped engineer the personalities of the businesses, non-profits, and government agencies you interact with every day — the products you buy, the airlines you fly, and the services you use to communicate with your loved ones... just to name a few.
In May of 2013, I launched BrandVox™ to help brands scale their communications without sacrificing personality or authenticity. Style Guides are just one of the systems in my toolkit, and I hope you find them as useful as I have.
You can also find me writing my upcoming book, Culture of Content: How to Win in Business Through Prose, People, and Process, organizing my local Content Strategy Meetup, or working as the CEO of Corgibytes, a software development company. As you can probably tell, helping businesses get the right message to the right people is one of my biggest passions and I look forward to connecting with you in this class.
To your success,
Andrea Goulet Ford
Founder, BrandVox™ :: yourbrandvox.com
CEO, Corgibytes :: corgibytes.com