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Master Your Brand Voice: Workshop with Jack Appleby

via Semrush Academy

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Your brand voice is how you get your message to the world – but how do you actually create it from scratch? In this course hosted by social strategist Jack Appleby, you'll learn exactly what a brand voice is, why it's important, and complete exercises to curate a voice as unique as your brand.

Syllabus

About this Course

Meet your course leader, Jack Appleby – a leading social strategist who will guide you through the basics of finding your brand voice, from why it's important to activities to find yours!

What is Brand Voice?

In this lesson, Jack will walk you through what exactly a brand voice consists of with examples from top brands, so we're all on the same page before the activities begin!

Activity: Word Buckets

In this lesson, you'll brainstorm words that define your brand’s essence. Create a curated list from your ideas to pinpoint the words that will guide your messaging and ensure a clear, consistent voice for your brand’s communication.

Activity: The Four Dimensions

In this lesson, you'll explore the 'Four Dimensions' exercise to refine your brand’s tone. Is your brand formal or casual? Serious or funny? Choose the dimensions that suit your brand best to develop a consistent, targeted brand voice.

Activity: Who We Are, Who We Aren't

In this lesson, you'll create guardrails for your brand by identifying three words that describe who your brand is and three that describe who it isn’t. This exercise sharpens your tone and helps maintain consistency across all messaging. Make sure you follow along using our free worksheet!

Activity: The Doppelganger

In this lesson, you’ll use the 'Doppelganger' exercise to define your brand voice by choosing a celebrity or fictional character that represents your brand's values. This approach makes your brand’s tone easy to understand and communicate, making it relatable for everyone in your company.

Activity: 12 Brand Archetypes

In this lesson, you'll discover how Carl Jung’s 12 brand archetypes can influence your voice. By identifying the archetype that matches your brand’s values, you’ll create a more compelling and authentic brand personality that resonates with your audience.

Walkthrough: Defining Your Brand Voice with Semrush Tools

In this lesson, Rita Cidre from Semrush Academy shares four tools to refine your brand voice, check audience fit, and ensure consistency across platforms. Simple steps to define your voice and create content that truly reflects your brand!

Bringing it All Together

In this final stretch, taking the results from all the previous exercises, we're going to try out your new brand voice for a spin. Try your hand at writing some content!

Congratulations!

Congrats on finishing the course! All you need to do is pass the exam, and the certificate (and glory) is all yours! Don't forget to tag Semrush and Jack on LinkedIn with your achievements!