Develop character cards

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Step 2: Conduct a perception survey
Let me start by saying: the voice of your company must of course fit your product or company. Toys are usually not sold so easily with heavy official language. On the other hand: it also depends on your proposition. A hip funeral home may sound contradictory, but there may be a huge market for it (hint: you have my signature).

For existing companies and brands, this second step is a baseline measurement. Conduct a survey among customers, suppliers and people from your target group to learn what their image of your company is. A good way is to make a list of character traits, for example:

friendly, personal, clear, direct, curt, honest, playful, self-assured, arrogant, eloquent, patient, serious, fatherly, precise, helpful, modest, cheeky, charming, dominant, headstrong, stubborn, etc.

You can make this list as long as you want. Let the interviewees choose five characteristics that they think best describe your company. Now you know the perception of your company in the eyes of your target group.

Step 3: Now that you know who your readers are and what their portugal phone data perception of your company or product is, you can start to strengthen or shift it.

From the same list of character traits from the previous step, choose three to five traits to position your company or brand. These should largely match the perception of the target audience. If they don't, you may have a positioning problem that you can't solve in five easy steps.

Is one of the chosen characteristics directly opposite to the perception of your target group? Then you know that you need to steer towards that. The character traits that you choose during this step will form the basis of all your external communication.


A character trait does not automatically translate into a tone of voice . For that you need words and sentences. You can make that translation yourself by asking yourself for each chosen character trait:

what exactly do you mean by this property;
what you don't mean;
how you are going to express that.
For each chosen character trait, you create a character card. Each character card forms a set of guidelines on how to translate a character trait into a tone of voice.

a. What do we mean?
Choose a number of related characteristics that together define the exact meaning of your chosen characteristic. For example, you could define the characteristic 'friendly' for your company as: helpful, polite, kind-hearted, welcoming, warm and interested. (For this, use a synonym list, such as Synonyms.