A brand is more than a logo, product, or service, it is a unique entity with a personality and voice of its own. Developing a brand voice is necessary to connecting with your audience, and communicating your message.
Imagine you're selling toys: the language you used to communicate your brand could be funny, quirky, conversational, and simple. Now, imagine if you used the same approach to sell medicine: probably not very effective.
Brand voice is the written expression of your brand. It shapes who your brand is and how it relates to your customers.
Your voice embodies your core values, separates you from the competition and builds brand awareness. Building a clear, consistent, and authentic voice will showcase the qualities of your brand and make a lasting impression on your audience. Develop a consistent brand voice by keeping in mind the following:
Craft Your Brand Personality
Humanize your brand and analyze its personality traits. Imagine your brand as a person… Is it young or old? Does it use formal or casual language? What does it look like? Is it sporty and athletic? Is it buttoned-up and polished? Questions like these will help you begin to grasp who your brand really is.
Identify Your Core Values
The next step is to establish what your company stands for. What do you believe in? What do you want to share with the world? Your brand’s values will be reflected in the tone and messaging — content, advertisements, and social media posts should complement each other to reinforce your brand voice.
Discover Your Uniqueness
Your brand voice is what makes you stand out from the competition. What do you bring to the table that no one else does? What differentiates you from your competitors? Find the things that make you uniquely you and weave that with your values and personality to create an authentic brand voice.
Know Your Audience
Consumers connect with brands that feel genuine, authentic, and trustworthy. And the only way to really achieve this is to know your demographics and create content that resonates with them. Learn which channels they prefer and how they engage with you, other brands, and one another. The main goal is to use language that is appealing to your audience and genuine to your offering.
Set Brand Voice Guidelines
After you’ve done the hard work of crafting a holistic brand voice, it’s important to create a style guide to ensure that everything stays consistent. This guide will include every detail of your brand's voice, such as messaging, tone, grammar, punctuation, and spelling guidelines, so the audience can’t distinguish if there are different writers for your content across platforms.
Start the Conversation
Now that have established the direction of your voice, it’s time to engage with your audience. This is the perfect opportunity to initiate contact and put your brand's voice into action. Share your voice on social media, advertising, and blogs. Be conscious that, in each interaction with your audience, you're further establishing your brand voice and influencing how they see your brand.
After developing a brand voice, the most important thing is to keep it consistent. It is natural for a brand voice to evolve, but this evolution needs to be within your established parameters so that it still stays true to who your brand really is. Crafting a brand voice takes time and careful thought, but it is the key to building a cohesive brand strategy and strong relationship with your audience.