096: How to identify your brand voice – with Amber Williams

By December 17, 2019The Simplifiers Podcast

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Are you aware of how your clients perceive and identify you, your brand voice… your persona? I mean, when they hear your name, what’s the first thing that comes to mind for them? What role do you play in their lives?  

My special guest today is master brand strategist Amber Williams and she’s simplifying how to identify your brand voice. Ultimately, this is so you can better connect with your clients and prospects and grow your business. Utilizing principles of storytelling in marketing, we go deep so you can clarify who you are as a brand, how your clients relate to you, and what sets you apart in the marketplace.

Here’s how.


Amber Williams simplifies how to identify your brand voice.

In this episode, you will learn:

    • How she defines what a “brand voice” is and how to use the “hero’s journey” framework when cultivating yours
    • What “characterization work” is and how to identify your persona and role in your customer’s story
    • Are you the…
      • assurer
      • motivator
      • clarifier
      • cultivator
      • encourager
      • enlightener
  • Does your role stay the same throughout the customer’s buying journey or evolve over time?
  • How to craft language to attract your target audience
  • What to do when you DON’T want to show up on camera or be visible as the face of your brand

When you understand the role you play in your customer’s minds, you begin to understand how to show up on social media, in your marketing materials and how you deliver your products and services. 

As it relates to your brand voice, one person might need Yoda, another might need a drill sergeant or a best friend. 

Match that with what sits right in your heart for the kind of work you love to provide, that’s where the magic happens. You aren’t showing up as someone you simply aren’t. Your authenticity shines through. I hope you enjoy this deep dive conversation and I know it’ll unlock a new idea inside you as you continue to simplify your sales and marketing efforts in the year ahead.


My challenge for you this week:

How are you going to take what you’ve learned in today’s episode and identify what your brand voice could be for your clients and followers? What will you test in your marketing efforts this week? Share it with me, privately or publicly. Snap a photo of you doing the thing, and tag @thesimplifiers on Instagram for added accountability and support!

Book: Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones – James Clear 

Book: The Hero’s Journey: Joseph Campbell on His Life and Work (The Collected Works of Joseph Campbell) – Joseph Campbell

Resource: Marie TV: Create a business and life you love – Marie Forleo

Resource: Write the Word Bible Journal: Scripture Faith Journal by Lara Casey (Yellow) – Cultivate What Matters

Blog: Who is my Ultimate Ideal Client? – The Simplifiers

Freebie: Find Your Brand Voice Quiz – Amber Williams

Podcast: How to tell your brand story, featuring India Jackson – The Simplifiers Podcast

Favorite quotes from this episode:

[04:37] “A brand voice is simply how you sound, how your brand talks.”

– Amber

[07:28] “When you personalize and humanize your business, that’s when you’re able to connect with more people.“

– Amber

[13:35] “When you think about marketing or a business, your ultimate success state is the solution that you’re providing or offering. And more importantly, how that solution is going to make your customer feel.” 

– Amber

[28:18] “I always argue that nobody has a target customer A, B, and C. Everyone has one customer who’s at journey point A, B, and C, but it’s typically the same (type of) person, right? But your role… can intensify throughout your customer’s journey. So it doesn’t necessarily shift… it intensifies.”

– Amber

Win 30 days of accountability coaching with Mary! (valued at $2000 USD)

Last call for those that want to work closer with me next month… I’ve only got 2 more spots available, it’s time to say YES to hiring me as your accountability coach.

Kicking off the new year right, you and I are going to be running partners. You set your one BIG goal and I will help you achieve it.


From January 2-31, 2020, we will schedule in twice weekly, quick calls where I will give you one simple, actionable idea that will get you one step closer to making it happen… and ultimately, help you attain your goal.

That’s it.

No heavy lifting. No big outlay of money, time, or resources.

You #dothething, I hold you to it.

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Maybe what’s been holding you back (in the past) is that no one was holding you to it?

Choose the Gold or Platinum option by Friday, December 20, 2019 and I will choose one person (at random) to WIN a spot for free! Drawing will be held on Saturday, December 21st, so don’t delay.

I’m lacing up my sneakers and ready to run alongside you as you #dothething.

Reserve your spot here - GOLD level
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About Amber

Amber Williams is a master brand strategist, copywriter, and founder of Punkyflair, a boutique branding agency in Washington, D.C. Through her work, Amber helps CEOs and course creators get their message out of their head and onto the page.

Amber’s boutique shop takes a new, narrative approach to marketing driven by her belief in the fact that “people don’t buy products; they buy stories.” 

Her clients have won valuable wholesale contracts with retailers like Target, Walmart and Sally’s Beauty, press coverage in publications like Essence, Inc., Elle, and Vogue, and more thanks to her approach.

Where Amber hangs out online:

Website: punkyflair.com

Instagram: @punkyflair

LinkedIn: @AmberNicoleWilliams

Amber’s vote for the perfect guest on The Simplifiers Podcast:

Stephanie Jiroch – She teaches entrepreneurs how to harness the power of story to create authentic, compelling and profitable marketing messages that attract raving, paying super fans.

Amber Williams brand voice

Watch the video version of the episode

Disclaimer: This blog post includes affiliate links because we wholeheartedly believe in the products, books and courses featured on the podcast. Therefore, we get compensated when you click on the links above and decide to purchase these items, which helps us continue to serve and support you. We share only the very best resources with our listeners and hope you find great value in them, as well.

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