Finding your voice

Finding your voice is the most important part of any marketing project, and is one we will always recommend investing the time to do it. It allows us to make an informed, data-driven decision when creating your strategy, which sets us up for success. Winner!

Project discovery

We freaking love project discovery.
It is where we really get to know you, what problems you’re trying to solve, what tactics you’re already using, and what currently is or isn’t working. 

It’s a chance for us to get to know your team and discover what challenges you’re facing. 

It helps understand the end-users (your customers) and their needs. 


There’re a number of ways we can do this project discovery. 

We love a workshop and have refined doing it remotely using Miro boards and video calls.
Or if a workshop isn’t going to work for you, we have a great questionnaire for project discovery. 


Project discovery is always our first step in finding your voice and understanding your brand.
It’s a crucial part of our partnership, and also a lot of fun! 

Tone of voice development

Tone of voice development is not surprisingly an important part of finding your voice. 🤣

It is where we agree on how to represent your brand in all your communications. This guide will inform your website content, social media, talks at conferences -everywhere you are speaking to potential customers. 


We will look at who your brand really is, and what you aren’t. 

When documenting your tone of voice we will decide:

If you’re formal or informal? 

If you crack jokes or are you more serious? 

Where do you sit on the Flesch reading ease score?

What words are in your brand dictionary? 


We always like to include your brand as a dinner party guest in our tone of voice documentation. 

For example, Kraken Marketing as a dinner party guest is a woman in her early 30’s. 

She’s wearing black skinny jeans and a leather jacket and drinking tequila. 

She has fun with the other guests and makes a lot of inappropriate jokes.


I can't say no to tequila.

Customer persona creation

Customer persona creation is crazy important when we’re trying to find your voice. 

We need to know who we’re speaking to with our content. Who are your target customers?

And don’t say everyone, because that is total bullshit. If you’re trying to talk to everyone, you end up talking to no one. 

We usually create 3 different personas for you, and each will represent one of your target customers. We give them names and explore their wants and desires, but also what problem you are solving for them.
Then, every piece of content you create should be created for one of these people.

Strategy and goal setting

We’re proud to be obsessed with data-driven marketing. 🦑

We need to be assessing if what we’re doing is working or not. Are the tactics we’re doing helping you achieve your overarching business goals? Because if not, we shouldn’t be doing them. 

That’s why it’s important to create a marketing strategy and set KPI goals to measure success. We prefer using SMART goals and will agree on these with you, as part of our strategy and goal setting service.  

If we’re not getting the desired results, we can pivot and change our tactics as needed.
Or, if all is going well, we celebrate the success and the wins.

Lead magnet and funnel building

Lead magnets are life. Giving away valuable information to potential customers is a great way to start building a relationship with them and build your marketing funnel. 

All they have to do is give their email address to access this content. 

We will help you come up with your lead magnet, working out what your target customer really wants. We will also create the download, and build out the marketing funnel including the email automation.
Lead magnets are a great way to find your voice and they help you grow your email list, so make sure you’re also working on your email marketing, otherwise, you’re only doing half the job.

Emil from hiyield

“Kraken Marketing is 🔥 From SEO, PPC, Content and a thorough digital marketing strategy built based on results. Not only did Kraken help lead and implement, we learnt from them every step of the way.”