How to get your brand’s tone of voice?

Whether you already have a business or you are planning to start a new one you should know who your high-value customers are. These are customers who want, buy, love and recommend your product, no matter in which order. Once you know them talk to them in their language.

Find your customers

Before you start talking it’s important to know who your audience is. This audience is your high-value customers, in other words, the people who are prepared to buy your product or service.

So who do you want to sell your products to? Don’t say ‘everybody’ because you can’t reach to everyone. You have to identify who will bring more money. Why? Not everybody will need what you offer, so it’s pointless to talk to them. So let’s aim at those who appreciate the work that you do and who are prepared to pay what it is worth. You want people to fall in love with your service so that they recommend you.

Let’s look at us, pixel and ink. We love design and we love helping and adding value to what we do. So we identified our target market to be small businesses and individuals that need design. Basically, companies where we can make a big impact.

A lot of startups and freelancers can’t afford our fees so we have focused on those who can pay for our services: small businesses and individuals who are ready to take their businesses to the next level and to invest in design and branding in order to create trust, look professional and grow.

Talk to them!

So now you have identified your audience, so it’s time to portrait who you are as a brand. You should think like your customers… what would you like to see?

Remember: branding isn’t about what you like but about what your audience like.

And this includes logos, look and feel and language. If your customers are young and funky your brand has to reflect that. If your clients are serious and love luxury, your brand should mirror that. Simple, no? That’s the reason why you can’t define your customers as everybody because you don’t talk to your mates like you would to the queen.

To continue with our brand. Our personality is positive, honest and helpful which is what our customers value the most. So when we explain things we avoid design jargon that our customers might not be familiar with. We try to always give helpful advice. And we definitely try to not be negative, we think every problem has a solution and that when there’s a will there’s a way.


Branding is pure logic. If you use the right vocabulary to the right customers you are one step closer to succeed as a brand.

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