Introduction
Whether you’re an established brand or just starting, having a distinct brand voice is crucial to connecting effectively with your target audience. This goes beyond just what you say; it’s about how you communicate across various platforms, from email and social media interactions to captions, video scripts, and more.
So, where should you begin?
In this blog post, we will guide you on creating an unforgettable brand voice and explain why getting it right is so important. Additionally, for even more strategies to set your brand up for success, you can sign up for our free 5-day email series on marketing your business online.
I. What Is a Brand Voice?
Your brand voice can be compared to your company’s personality; it’s how you communicate with your audience through advertising, social media, or customer service interactions. It encompasses everything from the words and phrases you use to the structure of your sentences and the emotions you convey. Your brand voice sets you apart and helps you connect with your target audience. Developing an authentic and consistent brand voice is the key to success in a competitive world where everyone vies for attention.
II. Why Is a Brand’s Tone of Voice Important?
In today’s social media landscape, a unique brand voice is one of the most effective ways to grow your following. It’s part of your brand’s identity and a way to consistently engage with a specific voice, perspective, and design, ultimately building brand recognition and engagement.
For example, take Emma Mulholland on Holiday, known for its playful captions and vivid prints. Everything from their choice of words and language to the personality and tone of their images contributes to their brand voice, effectively conveying what their company is all about. There are various types of brand voices catering to different tones and styles.
III. 3 Steps to Creating Your Brand Voice
When defining your brand’s tone of voice, follow these three steps to get started:
Step #1: Establish Your Brand Identity
Begin by understanding your brand’s identity, the foundation upon which you’ll build your voice. Ask yourself questions like:
- What is your brand’s purpose?
- How would you describe your brand in one sentence?
- What personality traits characterize your brand (e.g., laid-back, witty, professional, playful)?
- Consider how you would speak about your business, products, or services to a friend or potential customer. Once you have clarity on these aspects, you’ll be better equipped to communicate effectively with your community.
Step #2: Determine Your Target Audience
Before posting content, identify your target audience—the people most likely to be interested in and engage with your content. Whether selling shoes or offering financial advice, understanding your target audience is essential for developing a brand voice that resonates with them. Consider:
- Where is your audience located?
- What is their average age?
- What interests and values do they hold?
Leverage your knowledge of your current customers’ interests and demographics to help define your target audience on social media.
Step #3: Create a Style Guide
A brand voice style guide is a blueprint that outlines the specific tone, language, and style your brand should use consistently across all its communications, from social media posts to customer service interactions. It ensures that everyone on your team speaks a similar language and presents a cohesive brand image.
Your style guide should include:
- Your brand’s purpose and values
- A definition of your brand’s personality
- Guidelines on language, grammar, and punctuation usage
- A list of specific words or phrases to avoid or embrace
- Examples showcasing your brand voice in action
By creating a brand voice style guide, your business can ensure its messaging remains consistent and effective across all social channels.