Module 4

Your brand voice is how you communicate with your audience—the tone, language, and personality that comes through in everything you write and say. Your story is the narrative that connects your audience to your journey. Together, they create the emotional foundation of your brand.

What is Brand Voice?

Brand voice is the consistent personality and tone you use across all communications:

• •How you caption Instagram posts
• •The way you write your bio
• •Your tone in interviews and press
• •How you interact with fans in comments
• •Your newsletter and email style
• •The language on your website
• •*Elements of Brand Voice:**
• •*Tone Spectrum:**

Consider where you fall on these scales:

• •**Formal ↔ Casual:** Professional vs. conversational
• •**Serious ↔ Playful:** Thoughtful vs. humorous
• •**Humble ↔ Confident:** Self-deprecating vs. bold
• •**Empathetic ↔ Authoritative:** Relatable vs. expert
• •**Irreverent ↔ Respectful:** Edgy vs. traditional
• •*Language Choices:**
• •**Vocabulary:** Simple vs. complex, industry jargon vs. accessible
• •**Sentence Structure:** Short and punchy vs. flowing and descriptive
• •**Punctuation Style:** Formal vs. casual (emojis, exclamation points)
• •**Humor:** Sarcastic, witty, wholesome, or dry
• •**References:** Pop culture, literature, current events, personal experiences
• •*Voice Consistency Examples:**
• •*Indie Singer-Songwriter Voice:**

"Writing songs has always been my way of processing the chaos of growing up. Today's new single 'Basement Walls' came from one of those 3am moments where everything finally made sense. Hope it finds you when you need it most. 🌙"

• •*Hip-Hop Artist Voice:**

"New heat dropping Friday. Been in the lab for months perfecting this sound. No cap, this the best work I've ever done. Time to show y'all what I'm really about. Let's get it. 🔥"

• •*Pop Artist Voice:**

"OMG YOU GUYS!!! I'm literally screaming!! My new music video for 'Electric Dreams' just hit 1 million views!! Thank you for making this happen!!! I love you all so much!!! 💕✨🎉"

• •*Rock Band Voice:**

"Back from the studio. The new record is raw, loud, and exactly what we needed to make. No trends. No algorithms. Just us pouring everything into these songs. Coming soon."

• •*Crafting Your Artist Story:**

Your story is the narrative thread that runs through your brand. It should answer:

• •Where you came from (background, origins)
• •Why you make music (motivation, purpose)
• •What you've overcome (challenges, growth)
• •Where you're going (vision, goals)
• •What you stand for (values, beliefs)
• •*Story Structure Framework:**
• •*1. The Beginning:**
• •Your earliest musical memories
• •What drew you to music
• •Your cultural or geographic influences
• •Formative experiences that shaped you
• •*2. The Journey:**
• •Your musical development
• •Challenges you faced
• •Lessons you learned
• •Evolution of your sound
• •Pivotal moments and decisions
• •*3. The Present:**
• •Where you are now in your career
• •What you're working on currently
• •Your current artistic vision
• •Recent achievements and milestones
• •*4. The Future:**
• •Your artistic goals and ambitions
• •The impact you want to make
• •What you're building toward
• •Your vision for your music and career
• •*Writing Your Bio:**

Every artist needs three versions of their story:

• •*Short Bio (50-75 words):**

For social media profiles, program notes, short press mentions. Example: "Alex Rivers is an indie-folk artist from Portland, Oregon, blending ethereal vocals with electronic production. Drawing inspiration from nature and personal growth, her music has been featured on Spotify's 'Fresh Finds' and garnered over 2 million streams. Her debut EP 'Forest Fire' explores themes of transformation and resilience."

• •*Medium Bio (150-200 words):**

For press releases, festival programs, website about page. Example: "Alex Rivers creates music at the intersection of indie-folk and electronic dream-pop, crafting sonic landscapes that feel both intimate and expansive. Born and raised in Portland, Oregon, Rivers grew up surrounded by the Pacific Northwest's lush forests and misty mountains—an influence that permeates her atmospheric sound. After studying music production at Berklee College of Music, Rivers returned home to write and record her debut EP 'Forest Fire,' a five-song exploration of personal transformation recorded in a remote cabin. The project garnered critical acclaim from indie music blogs and landed her tracks on Spotify's 'Fresh Finds' and Apple Music's 'Breaking Singer-Songwriter' playlists. Rivers' music has been featured in campaigns for Patagonia and REI, and she's performed at venues across the West Coast. Her honest lyricism and ethereal production continue to resonate with listeners seeking authentic, emotionally raw music. She's currently working on her debut full-length album, set for release in 2024."

• •*Long Bio (300-500 words):**

For press kits, detailed features, grant applications. This version includes:

• •More detailed background and influences
• •Specific achievements and accolades
• •Press quotes and reviews
• •Discography and notable releases
• •Performance history and tours
• •Collaborations and features
• •Future projects and goals
• •Contact information for booking/press
• •*Storytelling Across Platforms:**
• •*Instagram:**
• •Behind-the-scenes glimpses of your creative process
• •Personal moments that humanize your brand
• •Visual storytelling through photos and videos
• •Captions that give context and depth
• •Stories for real-time, authentic updates
• •*TikTok:**
• •Origin stories in short, engaging formats
• •Day-in-the-life content
• •Music creation process
• •Vulnerable, authentic moments
• •Trending formats with your unique spin
• •*Newsletter/Email:**
• •Longer-form storytelling
• •Deeper dives into your creative process
• •Personal reflections and updates
• •Exclusive stories and content
• •More intimate, conversational tone
• •*Website:**
• •Comprehensive story on About page
• •Timeline of your journey
• •Visual storytelling with photos
• •Press quotes and achievements
• •Links to deeper content (interviews, features)
• •*Interviews and Podcasts:**
• •Practice telling your story verbally
• •Develop anecdotes and examples
• •Prepare answers to common questions
• •Stay authentic and conversational
• •Connect your story to your music
• •*Making Your Story Authentic:**

Your story should:

• •Be true and verifiable
• •Feel genuine, not manufactured
• •Show vulnerability and growth
• •Connect to your music and brand
• •Resonate with your target audience
• •Evolve as you grow

Avoid:

• •Exaggerating or fabricating details
• •Copying other artists' narratives
• •Being overly self-promotional
• •Focusing only on achievements
• •Hiding all struggles and challenges
• •*Story Evolution:**

Your story isn't static. As you grow:

• •Update your bio with new achievements
• •Add new chapters to your narrative
• •Refine how you tell your story
• •Let your audience grow with you
• •Stay true to your core while evolving

Remember: People connect with stories, not just music. Your brand voice and story are what transform casual listeners into devoted fans who feel personally invested in your journey.