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BRAND
VOICE
CHECKLIST
11 MESSAGING ELEMENTS YOU NEED TO
CRAFT A SPELLBINDING BRAND VOICE

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WHY DO YOU NEED
A BRAND VOICE?
Want to know how to create a Brand Voice that helps you stand out,
sell out & effortlessly attract your dream customers?!

Ummm… of course you do.

Having a solid brand voice is a non-negotiable for the long-term success

of any business.

Your Brand Voice...

Guides communication and informs ALL your

marketing efforts…
Makes your messaging irresistibly magnetizing to your
ideal customers…
Crystallizes your brand's personality and makes you
instantly recognizable…
Shapes your email marketing, social, and PR strategy…
And keeps your copy consistently powerful across all
brand touchpoints.

This checklist includes the 11 Core Elements you need to

define in order to craft a spellbinding Brand Voice that
charms raving fans and paves the way for long-term
loyalty.

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Element #1: Power Values
Power values are your brand values… but Posse-fied.

They are so much deeper than the generic, seen-it-a-thousand-times

values that brands say they have because they feel like they’re
“supposed to.”

Question: What are 4 values that are non-negotiable to your brand?

Explain what they mean to you… then take the ordinary words and
make them extraordinary – use power words, add a personal touch, use
song lyrics, etc. Think outside the box!

Get to the root of your real brand values with these 6 questions.

Element #2: Conviction Codes

Your conviction codes are how you – as a brand – embody your brand
values.

Listing your values is just hot air unless you walk the talk! Turn your
values into action steps by defining HOW they show up at all levels of
the organization and across all touchpoints.

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Make a list for each value below, explaining how it is demonstrated by
your brand – both internally and externally.

Value 1: ___________________

Value 2: ___________________

Value 3: ___________________

Value 4: ___________________

Use this 3-step formula for writing conviction codes that’ll put
actionable strategies behind your values.

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Element #3: Mission
Your Mission Statement is an organization-focused statement that
showcases how you (the brand) want to show up in the world.

It should touch on the greater purpose of your brand and the impact
you hope to make on the planet…

Question: What is the big problem or issue your brand is working to

eliminate/address?

These are the 4 questions you must answer to write a Mission

Statement that fires up your team, suppliers, partners, affiliates and
other stakeholders.

Element #4: Brand Promise

Your Brand Promise is a customer-focused statement that showcases
how you help your customers overcome specific challenges and the
big promise you deliver.

Your Brand Promise should be reflective of the specific challenges

your customers are facing and how you specifically are going to help
them overcome those challenges.

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 Question: What is “the big promise” that you’re making to your
customer?

Learn the 5 questions that will help you craft a Brand Promise that
excites the hell out of your customers.

Element #5: Brand DNA

This is where your Mission and Brand Promise overlap in one powerful,
bold and concise statement.

It summarizes how you are going to make an impact in the world AND
how you will help your customers achieve the benefit they want…

Just like your DNA is unique to you as a person, this is the stand-out
positioning strategy that makes you completely different from any
other brand out there.

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 Question: What is your unique advantage? Why would someone buy
from your Brand over another?

Get help creating a powerful positioning strategy that helps you stand
out and sell out.

Element #6: Brand Archetype

This is where you define who you are – as a brand. These are the
characteristics, drives, desires, values, and fears of your brand (which
ultimately dictates everything you say, do, and believe).

This plays a HUGE role in how your customer relates to you – so choose
wisely.

For this exercise, we love to reference the 12 Jungian Personality

Archetypes.

Question: If your brand could be ANY person, who would it be and

why? (actors, movie/book characters, artists, etc.)

Learn how to position your brand as the trusted leader/mentor/guide

that your customer is seeking.

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Element #7: Customer Archetype
Everything you do and create as a brand should ultimately ALWAYS
come back to the customer.

So in order to create a compelling Brand Voice, you need to create a

detailed customer profile, including…

Brainstorm the following questions below:

Who is your ideal customer?

What’s their age, demographic, and income?
What are the specific challenges they’re looking to overcome?
What is the benefit they’re looking to achieve?
What are their values, desires and drives?

Find out how to emotionally connect with your customer’s core values,
drives and desires.

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Element #8: Brand Story
Your story is the window to your brand’s soul. It’s how your customers
connect to you, rally behind you and stay with you.

So obviously, every great brand NEEDS to have a powerful story.

Use the space below to brainstorm the following questions…

Why are you here?
Why do you do what you do?
What EXACTLY led you to be the person, brand, and business you
are today?

Remember… your story is the #1 thing that will NEVER be the same as
any of your competitors – it's 100% unique to you.

Learn how to craft a deeply relatable brand story using my proven

3-part storytelling structure.

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Element #9: Brand Voice Tone
Brand tone of voice is the mood or emotion you convey in your
messaging. It's the communication style and emotional tone you use
in your messaging.

Your tone isn’t about what you say… it’s about how you say it.

Question: If you could describe your tone in one word, what would it
be?

Learn how to communicate in the perfect tone for your Brand

personality.

Element #10: Phraseology

The Phraseology of your brand is your brand vocab.

A list of the common phrases, sayings, words, sign-offs or slang that

you tend to use most often in marketing, content and customer
communication.

Question: What are 5 phrases, sayings, words, or slang you want to be

synonymous with your brand?

Learn how to create your own unique language to create belonging

and irrational loyalty.

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Element #11: Rally Cry
Unlike your mission or brand promise, your Rally Cry should be written
in a way that speaks directly to the person who is reading it – it's a call
to action!

This is where all your branding comes together in one statement (that
packs a serious punch!)

When done right… it will stir an emotional response in your audience

and resonate with their deepest felt desires.

This is how you RALLY your fans.

Want to create your own Rally Cry that will

rally ravings fans? The concept of a Rally
Cry is completely unique to the Copy
Posse. There is nothing that exists in the
market like it (how cool is that?!) Learn
exactly how to conjure your very own
brand Rally Cry right here.

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BRAND VOICE
CHECKLIST
Power Values

Conviction Codes

Mission

Brand Promise

Brand DNA

Brand Archetype

Customer Archetype

Brand Story

Brand Voice Tone

Phraseology

Rally Cry

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The #1 Difference Between A Brand
That Lasts & One That Fizzles FAST

I’ve been in this industry for over a decade – I’ve seen brands fizzle and
die…

And I’ve seen brands pop, sizzle, catch on fire, and take the whole
damn world by storm.

The one thing that every sizzle-poppin’ & scorchin'-hot brand had in
common?

Yep, you guessed it – they NAILED their branding.

Let me tell you a quick story…

10 years ago, I was the Creative Director at Mindvalley (where I first fell
in love with copywriting and marketing).

While other personal development companies struggled to stand out,

Mindvalley grew fast and eventually became the most recognized
brand in the industry…

One that many others have tried to replicate but can’t.

As someone who was part of the executive team that grew the
company 3X to more than 8 figures in annual revenue (I’m pretty sure
they’re a $100M brand today)...

I can tell you EXACTLY how they did it...

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They harnessed the power of brand messaging and storytelling.

And you better believe I adopted the same philosophy when I left the
company to start my own copywriting business back in 2011.

Over the years, I developed a Brand Voice framework to help my clients

stand out and dominate their niche…

This checklist just gave you the 11 core elements that make up that
proprietary framework.

But knowing WHAT to do to create your stand-out Brand Voice

strategy is only half the battle…

Are you ready to learn HOW to take this checklist and turn it into a
message so insanely captivating that you effortlessly attract your
ideal audience and turn your customers into raving fans who come to
you?

In my 5-day challenge – The Posse Eye – I’ll walk you step-by-step

through my entire proprietary Brand Voice framework.

You’ll learn how to combine all these elements together to conjure a

spellbinding Brand Voice that helps you stand out, sell out &
effortlessly attract your dream customers…

You’ll discover the practical ways you can use it to bring clarity to your
messaging and ignite your mission.

And get a customizable template that you can use to create a

beautiful and professional Brand Voice Guide...

PLUS, I'm sharing in-depth trainings, hundreds of examples, and all

the resources you need.

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Inside this wildly popular Posse program, you'll discover...

6 questions to help you get the Ways to emotionally connect

root of your real brand values. with your customer’s core
My 3-step formula for writing values, drives and desires to
conviction codes that’ll put become their obvious go-to
actionable strategies behind your choice.
values. How to craft a deeply relatable
How to write a Mission Statement brand story using my proven 3-
that fires up your team, suppliers, part storytelling structure.
partners, affiliates and other How to communicate in the
stakeholders. perfect tone for your Brand
5 questions that will help you craft personality.
a Brand Promise that excites the How to create your own unique
hell out of your customers. language to create belonging
A powerful exercise for creating a and irrational loyalty.
powerful positioning strategy that How to conjure your very own
helps you stand out and sell out. brand Rally Cry that will
How to position your brand as the captive your customers and
trusted leader/mentor/guide that rally raving fans.
your customer is seeking.

Ready to create a brand

beyond compare?

JOIN THE POSSE EYE

CHALLENGE HERE

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ABOUT
ALEX CATTONI
Since 2011, I’ve helped launch several successful brands and have proudly partnered
with many of the hottest transformational authors and businesses on the planet,
writing high-converting sales copy, scaling multi-million dollar brands, and crafting
iconic promotional campaigns.

It is my conviction that the BEST copywriting today combines proven marketing

principles with modern-day branding and storytelling. Yet, after nearly a decade of
working behind the scenes in the online marketing world, I was noticing a dangerous
divide in the industry.

While there were a lot of brilliant and authentic marketers out

there, many still used manipulative, hypey, and severely outdated
sales tactics that I just didn’t vibe with…

In 2020, I launched the Copy Posse — the raddest, baddest

crew of copywriters, marketers, and entrepreneurs from
around the world on a mission to de-douchify the Internet,
redefine modern marketing, and make caring cool again.⁠⁠

I believe your message matters, and your words can

change the world. You have the power to create the
life of your dreams, build a lucrative business,
AND make an impact on humanity with the
type of marketing that today’s businesses
need, and today’s audiences crave.

Through our online programs and social

communities, we’ve helped over 300,000
rad humans find more freedom, have more
fun, and sell more products and services…
without selling out on their integrity.

Join our empathy empire,

Alex Follow Me

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