Brand: Connection

Question 1

What is the focus of the “connection” pillar in the EPIC framework?

Answer 1

The voice and style a brand uses in written and verbal communication.

Question 2

What is a brand voice?

Answer 2

The way a brand speaks, including word choice, tone, and the feelings it communicates.

Question 3

What factors shape a brand’s voice?

Answer 3

The brand’s story, purpose, and values.

Question 4

Why is brand voice important?

Answer 4

It helps create a unique brand identity and speaks directly to the audience.

Question 5

What are examples of possible brand voice styles?

Answer 5

Authoritative and confident; friendly and personable; fun and quirky.

Question 6

What tool helps businesses define their voice for a target audience?

Answer 6

Creating a Persona, an example customer profile.

Question 7

Why are Personas more effective than demographics?

Answer 7

They personify the audience, making it easier to imagine one person and tailor the voice.

Question 8

Who was Calla & Ivy’s Persona?

Answer 8

Holly, a mid-30s professional with disposable income, eco-conscious habits, and a love for flowers.

Question 9

How does Holly’s Persona guide Calla & Ivy’s brand voice?

Answer 9

It ensures content is friendly, approachable, slightly irreverent, enthusiastic, and authentic.

Question 10

What is the most important rule when developing a brand voice?

Answer 10

Always keep it authentic.

Question 11

How does Mailchimp’s brand voice communicate?

Answer 11

Funny but not comical, casual, slightly irreverent, and moderately enthusiastic.

Question 12

How does Skittles’ brand voice communicate?

Answer 12

Very funny, quirky, casual, irreverent, and highly enthusiastic.

Question 13

What does Mailchimp’s “sweaty monkey finger” image represent?

Answer 13

The nervous anticipation users feel when sending out mass emails.

Question 14

Why do brands create Personas with names and faces?

Answer 14

To unify how teams imagine their audience and keep content targeted.

Question 15

What should you pay attention to when reading business emails or social media posts?

Answer 15

The distinct brand voice and whether you might be the Persona they had in mind.

Question 16

What are the four building blocks of the EPIC framework?

Answer 16

Existence, Purpose, Identity, and Connection.

Question 17

How does the EPIC framework help with social media marketing?

Answer 17

It provides a foundation to create authentic, consistent, and engaging brand content.