Your Brand Voice is a powerful tool that becomes a part of your visual identity. It is the vocabulary, language, personality, and tone that defines your brand. Defining your brand voice will help you engage with your clients, create desire, and call your ideal customers to action. Each brand is unique and created for a specific purpose with a specific set of values. What’s your brand’s purpose? What does your brand value?
Your brand voice is important because it allows you to develop brand recognition with consumers, which requires consistency & repetition. If your brand’s voice is constantly changing, it’s harder for your audience to connect with you and know what you have to offer.
It might be overwhelming at first, but it doesn’t have to be hard! You can easily define your brand’s voice by following along these 5 steps.
What values does your brand stand for? If you have a mission statement in place, analyze each & every word. Ask yourself these questions:
For example, our brand values honesty, continued learning, passion, collaboration, empowerment, and quality.
Check out this post for more inspiration: 18 Core Company Values That Will Shape Your Culture & Inspire Your Employees
You may already have an existing voice in place, or at least the outline to one. To get a better understanding of your current content, review the following:
After reviewing your copy, do you feel that your current voice fits your brand’s purpose? How does the way you sound now, compare to how you’d like to sound?
Act as if YOU are your ideal client, are you reading what you need to? What impressions will they get from reading your website copy? Or your social media captions?
Use Google Analytics or your social media’s insights page and analyze your most popular pieces.
Identify Characteristics by asking yourself: “What is my audience writing? Reading? Interested in?”
These findings will help you learn more about the audience that you’re serving and what kind of content they’re interested in.
How you write and speak to your audience, matters. Let’s try an exercise: Find three words that describe your brand, and write them down in this Brand Voice Chart. When you’ve found three that describe the look and feel of your brand, look up their definitions and add it to the chart.
How would you like to use these words? In your brand voice chart, write the do’s & do not’s for each word and how they will be used for your brand. Think about the message you want to communicate. When using those three words, how should they sound?
Ask yourself these questions to understand your brand voice better:
Here’s an example of our own voice chart.
To make sure your brand’s message stays clear and consistent, it’s helpful to have guidelines in place. All copy, imagery, and designs, should feel cohesive and purposeful.
If you aren’t the only one writing copy for your business, having guidelines for your employees to follow is a necessity. It ensures consistency across all platforms and acts as a quick reference guide for all of your team members. You can use this Google Sheets document to keep your brand’s vocabulary in order.
When you’re done, print it out and make sure to use it when you’re writing content for your brand!