Much like an individual, your brand needs a unique voice. It’s the tone and style in which you communicate, and it can be as distinctive as a fingerprint.
Paired with strategic messaging, your brand voice becomes a powerful tool to connect with your audience and build brand recognition.
Here’s how to develop it.
Brand Voice and Messaging
Understand Your Audience
Your brand voice should resonate with your target audience, so you need to understand them well. Are they young professionals, busy parents, or tech enthusiasts? What kind of language do they use, and what tone appeals to them? Understanding your audience’s preferences helps you craft a voice they’ll find appealing and relatable.
Learn more about Your Target Audience: Identify and Create the Content.
Reflect on Your Brand’s Personality
What are three words that describe your brand? If your brand were a person, what would it be like? These questions can help you define your brand personality, which forms the basis of your brand voice. For example, if your brand is youthful, dynamic, and innovative, your brand voice might be casual, energetic, and jargon-free.
Define Your Brand Voice
Once you have a clear picture of your brand’s personality, you can define your brand voice. This could range from professional, authoritative, and formal to friendly, conversational, and humorous. Make sure your brand voice is consistent across all channels, whether it’s your website copy, social media posts, or customer service interactions.
Create a Brand Voice Chart
A brand voice chart is a handy reference tool that outlines the specifics of your brand voice. It typically includes a list of voice attributes (like ‘passionate’ or ‘informative’), a brief description of what each attribute means for your brand, some do’s and don’ts, and examples of that attribute in action. This chart helps ensure consistency, especially when multiple people are creating content for your brand.
Craft Your Key Messages
Your key messages are the main points you want your audience to remember about your brand. They should align with your brand’s values, unique selling proposition, and goals. For instance, if one of your values is sustainability, a key message might be “Our products are 100% eco-friendly, helping you make greener choices every day.”
Use Your Voice in Your Messaging
Now it’s time to combine your brand voice with your key messages. Your brand voice should shine through in all your messaging, whether it’s an Instagram caption, a product description, or an email newsletter. Make sure your key messages are not just informative, but also engaging and reflective of your brand voice.
Developing a brand voice and crafting strategic messaging may seem daunting, but it’s an investment that pays off. A distinctive brand voice makes your content more engaging and memorable, while clear and consistent messaging helps build brand recognition and trust.
So, take your time, dive deep into your brand’s personality and audience preferences, and start shaping a voice that truly represents your brand.