How to Establish Your Brand Voice and Build a Strong Business Identity
Let’s talk about brand voice. I know, I know—brand voice is one of those things that everyone says is important, but few people really get into the nitty-gritty of what it actually means. It’s a bit like telling someone, “Just be yourself!” without offering any guidance on what that actually looks like. So, let’s dive in and get you some actionable insights on how to define your brand voice.
What is Brand Voice, Anyway?
Imagine you’re at a party (or a cosy Zoom call, because let’s be real, that’s more our speed these days). You’re mingling, and everyone’s got their own vibe. There’s the person who’s cracking jokes left and right, the one who’s super serious about politics, and the quiet one who only speaks up when it’s something really important. Each of these people has a unique way of communicating, right? Well, your brand needs the same thing—a distinct way of “speaking” that’s consistent no matter where your audience encounters you.
Your brand voice is the personality of your business expressed in words. It’s how you communicate your brand’s values, mission, and personality through every piece of content you create, from your Instagram captions to your customer service emails.
Why Bother with a Brand Voice?
You might be thinking, “Do I really need to put in the effort to define a brand voice?” Yes, my friend, you do. A strong brand voice does a lot of heavy lifting. It builds trust with your audience, makes your content instantly recognizable, and differentiates you from the sea of competitors who are all singing the same tune (and sometimes off-key).
Plus, having a clear brand voice saves you from the agony of decision fatigue. Instead of wondering how to respond to a customer complaint or what tone to use in your next blog post, your brand voice will guide you. Think of it as your brand’s North Star—always there to point you in the right direction.
Step 1: Channel Your Inner Sherlock – Observe
Before you can define your brand voice, you need to do some sleuthing. Pay attention to how you naturally communicate with your customers. Are you more formal, or do you tend to be a bit more laid-back? Do you crack jokes, or are you all business? Look at the content you’ve already created that resonates with your audience—what tone did you use?
Also, stalk—uh, I mean, observe—your competitors. What’s their brand voice like? What’s working for them, and what’s not? The goal here isn’t to copy them (because you’re way too original for that), but to figure out what gaps you can fill. Maybe they’re all serious, and you can be the brand that brings a bit of fun and light-heartedness to the industry.
Step 2: Get Real – Know Your Audience
Your brand voice isn’t just about you—it’s about who you’re talking to. Picture your ideal customer. What do they care about? How do they talk? What’s their sense of humour like? Are they into sarcasm, or do they prefer straightforward, no-nonsense advice?
Crafting a brand voice that resonates means speaking your audience’s language. If your audience is more formal, a super-casual voice might not land well. On the flip side, if they’re younger and more relaxed, using too much business jargon could make them tune out faster than you can say “synergy.”
Step 3: Mix in Your Personality – Stir, Don’t Shake
Your brand voice should be a reflection of your personality (or the personality you want your brand to have). If you’re a one-person show, this will probably come naturally. But if you’re part of a team, it’s about finding a voice that represents the brand as a whole, not just one person’s style.
Here’s where you can really have fun. Are you the brand that throws around pop culture references? Do you love a good pun? Or are you more about inspiring your audience with motivational quotes? This is your chance to let your uniqueness shine through. Remember, people connect with people, not faceless corporations. The more personality you infuse into your brand voice, the more relatable and memorable you’ll be.
Step 4: Create Your Brand Voice Guidelines – The Owner’s Manual
Once you’ve nailed down your brand voice, it’s time to document it. This isn’t just for you—it’s for anyone who writes for your brand, now or in the future. Your brand voice guidelines should include:
Tone: How do you sound? Warm and friendly? Professional and authoritative? Quirky and fun?
Language: What kind of words do you use? Are there certain phrases or industry jargon you always use (or avoid)?
Do’s and Don’ts: Include examples of what your brand voice is and isn’t. This will help anyone who’s writing for your brand to stay on track.
Think of this as the owner’s manual for your brand’s communication. It ensures that whether you’re writing a blog post, a tweet, or an email, you’re staying true to your brand’s voice.
Step 5: Flexibility is Key – Don’t Be a Robot
Consistency is important, but so is flexibility. Your brand voice should have a consistent tone, but it should also adapt to different situations. For example, your social media posts might be more casual and fun, while your emails might be a bit more formal.
Think of your brand voice as a wardrobe. You’ve got your signature style, but you also have different outfits for different occasions. You wouldn’t wear the same thing to a beach party as you would to a job interview (at least, I hope not). The same goes for your brand voice—make sure it fits the context, but still feels like “you.”
Conclusion: Your Brand Voice is Your Superpower
Defining your brand voice isn’t just about choosing a few words or deciding on a tone—it’s about creating a consistent, authentic presence that resonates with your audience. It’s what makes your brand feel human, relatable, and trustworthy.
So, go ahead—channel your inner Sherlock, get to know your audience, mix in your personality, and create your brand voice guidelines. And remember, it’s okay to evolve. Your brand voice isn’t set in stone. As you grow and learn more about your audience, let your voice grow with you.
And hey, if you ever need a wardrobe (or brand voice) makeover, you know where to find me.
Ready to Build a Brand That Reflects Your Passion?
If you’re feeling inspired and ready to take your brand to the next level, Get in touch! I’m here to help you craft a brand that’s as unique and passionate as you are. Let’s chat about how we can create something awesome.
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