Which of the 9 brand voices are you? Voices of Authority, Outlook, or Accessibility

Hello, hello.

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Welcome to the place for offbeat

health professionals who have

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bravely swapped their health care

hats for non clinical creative caps.

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I'm Caitlin, a psychologist

turned copywriter, and this

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is Healers with Hustles.

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Caitlin: Hello, healers.

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So today is the second episode

or second part to the brand voice

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episode that I did last week.

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So maybe go back and listen to

that if you haven't already.

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But today I'll be talking about

the nine voice types in a bit

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more depth and give a few examples

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of what they are.

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All right, let's dive in.

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So there's nine voices, three

voices in each the first, category,

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is the voices of authority.

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The voices of authority lead with

expertise and they're seen as the

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absolute authority on a matter, making

them perfect for industries that want

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a strong, knowledgeable presence.

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And these are the voices that you could

imagine if you're at a conference,

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they'd be lecturing up on the stage

and be commanding people's attention.

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Voice number one under this

category is the translator.

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So the translator, as you can

probably guess, is all about

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making complex topics simple.

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The voice takes challenging

topics and breaks them down for

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everyday people to understand.

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Often the tone is quite

empathetic, the cadence is short,

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and the vocab is pretty basic.

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A good example of someone who uses

this type of voice is, say Bill

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Nye the science guy or Neil deGrasse

Tyson, who explain scientific

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complex topics in a way that.

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It's accessible and even

children can understand.

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So really a translator voice is

great for an audience that might

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feel overwhelmed by complex topics.

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So they're seeking something that's really

clear, simplified, or maybe people who are

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wanting to learn a little bit more about

an industry that they don't have, any

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prior knowledge of or it's a new subject.

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Next up in the authority.

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Subtype is the parents or

the auntie, because sometimes

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people are a bit about parents.

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So the,

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the auntie acts really

as a voice of experience.

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Saying that I've been where

you are and I don't want you to

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make the same mistakes I did.

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So they have that real

nurturing vibe to them.

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They're cautionary, but they're empathetic

and they share a lot of their experiences.

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So the cadence is a

medium and the vocab is.

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It's generally pretty basic, Oprah

Winfrey is an example of this voice.

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So who shares life's lessons and wisdom

and with her audience in a caring and

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supportive manner brands could be,

say Dove or an example of this brand.

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And maybe even, in terms of a therapy.

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For example, Brené Brown might fit

here as well, because Brené shares

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a lot of, insights on her experience

and she uses her experience as

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a way to explain her research.

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And the third, voice in this

category is the voice of god, which.

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Is a voice I don't really like

writing for, because it reminds me

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too much of writing academic papers.

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But hey, so unlike the translator or the

parent, the God voices, they're, they're

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not trying to make the complex simple.

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They're actually doing the opposite.

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They want to present complex information

without diluting it and they expect

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their reader to be able to keep up.

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This type of voice can be quite

helpful in industries where

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someone has a lot of credentials

or they want to be seen as, quite

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authoritative and show their expertise.

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So often there's a serious

tone, they have longer sentences

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and really advanced vocab.

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A good example potentially is

like, any academic journals or

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maybe even some medical companies.

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An audience for this voice that is

quite helpful will be, some type of

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professionals, depending, academics, and

anyone that really respects authority and,

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complex topics, people who want detailed,

thorough, sophisticated information.

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All right, now, the second type of

category is the voice of accessibility.

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So the voices of accessibility,

, more approachable and relatable,

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and they want to make topics

enjoyable and easy to understand.

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So these are the brands that will be

sitting down in the audience and giving

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a speech, or maybe even sitting somewhere

where there's only a small group of

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people, so it's a bit more intimate.

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And so in this category, there's,

first up, the friends at the bar.

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, so the friends at the bar is a bit

like talking to your friend about

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something cool you just discovered.

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So it's really casual, engaging,

might use slang and, filler words.

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A good example, I was trying to think

of an example in terms of therapy,

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and I thought of potentially Laurie,

Gottlieb's, voice in her book, Maybe You

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Should Talk to Someone, who shares like

a lot of her experiences, but the idea

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is to make, therapy more approachable.

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in conversational and engaging way.

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Another example is probably

Hamish and Andy who are Australian

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radio and TV personalities.

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So they're known for their casual

and humorous and engaging style.

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Other brands could be like, M&

Ms or potentially even Duolingo.

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and Ryanair.

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They're definitely about engaging their

audience and being more relatable.

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This type of voice or who do well or

brands who do well with an audience

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who are looking for maybe more

relaxed and informal approach to

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learning or engaging with brands.

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Maybe people who are seeking

entertainment, relatable advice,

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and maybe that sense of, like

camaraderie or friendship or, being

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a part of maybe a sense of community.

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That's a good way to put it.

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And next up in the voice of accessibility

category is, learning as we go.

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So this voice is really about

curiosity and exploration and being

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in the middle of learning something.

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So it's a little bit similar to the parent

because it's about their experiences, But

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they're in the midst of their experiences.

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They're not on the other side just yet.

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And so the tone is generally curious.

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The cadence is quite long because

they're still working things out.

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So they might ramble a little

bit and then get to their point

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at the end of the sentence.

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So I think my, I think Healers with

Hustles is definitely in the learning

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as we go phase because, I'm still

working out what, The brand is and

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what the podcast particularly is.

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And then another example, I was thinking

of, potentially Rick Stein who often

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in his content explores new recipes

or goes overseas and learns about, you

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know, cooking and then makes it on the

go and it's often, he kind of makes

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mistakes and he's very, very open.

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It's all about, getting

viewers to learn along.

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Audiences who could do well with this

voice of people who are maybe enjoy the

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process of learning and discovery or

being with someone as they're witnessing

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something new, experiencing something new.

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So that might be a hobbyist or lifelong

learners or just anyone, like I said, who

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experienced the journey of exploration.

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The last one in the voices of

accessibility, the yogi or the mystic.

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And so these people, as you can imagine,

the brands are quite gentle and calming.

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Often it's a tone that's a voice

that's often used in the self

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help or life coaching space.

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And the voice is really all about focusing

how something feels or transformation in

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their self rather than, tangible outcomes.

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It's all about, learning about

your highest self and spirituality

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and that kind of thing.

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And so you can imagine any

type of wellness brand is often

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uses this style of, voice.

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Audiences does well with this type

of voice of people seeking inner

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peace, you know, like that personal

growth, interested in spirituality,

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that holistic wellbeing, now onto

the third category, third and final

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category are the Voices of Outlook.

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So these Voices of Outlook are defined by

their unique perspectives on the world.

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So it's more about like how

they view the world rather than

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how their audience views them.

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Brands, you could imagine if they were

giving a speech, they'd be the ones

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like walking through the audience.

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So first up in this category,

we've got the underdog.

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And so it's pretty self explanatory.

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So the underdog is really a

hopeful, but confident voice.

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And really it's about preparing

for that uphill battle.

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They know they're, fighting a losing

battle, but they're trying anyway,

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so they're hopeful about the outcome.

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So generally a good example of

a voice would be any hero in a

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Disney film or any hero in a film.

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So, potentially like Harry Potter as

he goes up against Lord Voldemort the

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tone is generally one that's a little

bit hopeful, optimistic, resilient,

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but it might even include a bit of

like humor or something like that.

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Generally the underdog voice

can be helpful for audiences

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who might feel marginalized.

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So they're facing significant

challenges or maybe they're looking

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for a little bit of, motivation

potentially to overcome obstacles.

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Next we've got, anti establishment voice.

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Which, is a voice that's all

about challenging the norm.

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And they often have bold and

unconventional perspectives.

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There is a bit of a misconception.

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So anti establishment voice doesn't

need to be aggressive or anything, but

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for some reason, that's often what,

clients fear is that having an anti

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establishment voice means they're like

angry and aggressive and like, ah, but

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no, it's definitely not, like that.

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I would actually think that like

Healers brand has a bit of a tinge of

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anti establishment because it is all

about trying to challenge the status

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quo or the perception of what health

professionals are or what they do.

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I just gave it away the next one, but

often the anti establishment and eternal

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optimist are a good combo together.

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But the anti establishment is a

little bit like F the status quo vibe.

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So an example is potentially, the chaser.

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So the Australians,

satirical comedy legends.

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Their tagline even is striving for

mediocrity in a world of excellence.

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So very anti establishment.

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An opposite, a good example

would be an opposite voice.

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So voice of God their.

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tagline would be striving for

excellence in a world of mediocrity.

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Generally, anti establishment brands do

well with audiences who are maybe like

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a disillusion with conventional norms

and want an alternative perspective.

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As anyone who's maybe drawn to innovative

and unconventional ideas, Apple at one

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stage was quite anti establishment.

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It's not really now because

it's quite mainstream.

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And then the final one, which I gave

away before is, eternal optimist.

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The eternal optimist is, as you can

imagine, it's all about positivity

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and uplifting and focusing on self.

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Spreading positivity and inspiration, but

that doesn't mean the voice shies away

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from deep or complex or, tough topics.

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It's just that the undertone

and what they're saying is,

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, things are going to be okay.

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Eternal optimist brands, they generally

love an exclamation mark or an emoji.

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Eternal Optimist It's a fun voice to

write with, Michelle Obama would be

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potentially an example of this voice.

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So in her speeches, so she was about

like, uplifting and inspiring people with

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a hopeful outlook, or potentially I was

thinking even Play School or Bluey would

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be an example of, Eternal Optimist.

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This voice is generally good for

audiences who might feel down, a bit

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hopeless, and they're really hoping

for positivity and encouragement.

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often the anti establishment and eternal

optimist are a good combo together

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All right.

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So there you have it.

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That's the three categories.

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So

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the voices, of authority

of which is the translator.

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The parent or auntie, and

then the voice of God.

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And then the second category is

voices of accessibility, which

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is friends at the bar, learning

as we go, and the yogi or mystic.

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And then the final category is, the

voices of outlook and they are

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the underdog, anti establishment

and the eternal optimist.

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And so I want to say I didn't make these.

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I learned this, from the wonderful

Justin Blackman and Gill Hill

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from Brand Voice Academy.

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I'll pop their website in the show

notes so you can have a look and

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they even have a good freebie,

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So definitely check that out And

thank you so much for joining

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me in this second parter.

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Alright, that's the

end of another episode.

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Thank you so much for tuning

in to Healers with Hustles.

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Okay, ta ta for now.