If you've heard the term brand voice but have no idea where to start in establishing one of your own, this easy-to-digest article is for you.
What is a brand voice?
In a nutshell, your brand voice is your business personality. It's how you communicate with your target audience across all your marketing platforms. Your brand voice should be clear, consistent, and unchanging.
Why does a brand voice matter?
A brand voice will help you become recognizable and memorable to your target audience. Have you ever encountered a memorable person? I can think of many examples, like the guy who always answers, "Always doing good," whenever I ask how he's doing. What if I say the phrase "Just do it"? You'd immediately know that was Nike's tagline. And that's the whole point: it is memorable and recognizable! With so much faceless AI-generated content on the internet, having a brand voice is key to setting yourself apart from the competition.
So, how do you establish a brand voice?
It really boils down to a bit of research and compiling the information for consistent use across your platforms.
Here are six tips to get you started on your brand voice journey:
Evaluate your brand's values, purpose, vision, and mission and describe your voice in three words.
What is your brand tone? What mood or emotion do you want to convey, i.e., is it humorous or authoritative? Is it quirky, fun, straightforward, serious, or factual?
Look at your target audience's language to learn what they need to hear from you. Some ways to do this are through one-on-one interviews or checking out reviews, testimonies, and social media threads.
Research your competitor's brand voices. Is there a way you can stand out from the crowd and become instantly recognizable to your target audience?
Compile your findings into a brand voice guide complete with lists of the words, phrases, and tones you want to be known for and the ones you'd like to avoid, such as industry jargon or overused catchphrases. You can even include font choices and punctuation that will help create a distinct feel for your brand.
Reference your guide whenever you write your marketing materials and share your guide with anyone who writes copy for you to ensure a consistent brand voice throughout your platforms.
Whatever you do, don't leave your business brand voice on default! Unless you want to be easily forgotten.
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