Your brand voice is an extension of you. It’s how to talk and how people feel after you’ve said something. It’s more than your logo and color scheme.
Are you conversational? Professional? Energetic? It’s important to know your brand voice.
A consistent, solid brand voice can help you raise awareness, create engagement and even generate revenue.
Use the following five tips to help you ensure your brand voice resonates with your audience.
1. Define Your Brand Voice
Your brand voice is your brand’s personality.
It is an extension of your values, purpose and business.
The first step to ensuring your voice resonates with your audiences is to define it. Whether you realize it or not, you have a brand voice. However, it may not be the one you want. Take a look at your content.
Are the words, phrases, colors and fonts aligned with the personality you want for your brand?
Define what those elements are because they carry your brand’s voice. If you want to develop content that resonates with your audience, you have to define and live your brand’s voice.
2. Build a Style Guide
Once you define your brand voice, it is important to write it down. You might have a team of writers. You might be the sole copywriter.
Building a brand style guide helps ensure that everyone, from your executive staff to your accountants, understands your brand voice and creates content that is consistent, on message and on brand.
In your style guide, include guiding information on tone, branding, word use, and design. This ensures that your content will have a similar look, feel and message regardless of the content creator.
Pro tip: Be careful to build an enforceable feedback mechanism to ensure your style guide is being followed. For example, develop an approval system for content creation.
3. Be Consistent
When you post twice a day for a week and then go silent for a month, what does that say to your audience?
Consistency is key to developing and maintaining a strong brand voice among your audience. Consistent content that delivers your message to the right audiences builds credibility and authority. Create an editorial calendar to ensure you are meeting your content goals, and develop a content calendar to ensure your content is published consistently.
4. Tell a Story
Strong brand voices tell a story.
They evoke emotion, invite people in and create conversation. Create content that makes your audience feel at home. Use conversational language, active voice, and easy-to-read sentences. Use your content, whether it’s a tweet, eBook or podcast, to bring your audience into your business. Ask them questions. Find out what they need and want.
Allow them to create content for you. Let them be a part of your story.
5. Know Your Audience
If you don’t know who you are talking with, you can’t establish a solid brand voice that resonates. Any piece of content begins with your audience. You need to know who your audience, their problems, behaviours and questions. When you understand this, you can create content that not only serves your brand voice, but your audience, too.
Ensuring your brand voice resonates with your audiences starts with an audit. Are you using the right words, sentence length, emotion and design to create content that provides value for your audience. The Atomic Audit analyzes your digital content to measure its impact in your marketing. This audit tool is a good way to understand your current brand voice and strategize how to improve your resonating, valuable content.
Whether you are a burgeoning business or an established entity, your brand voice is important. These tips will help ensure you are resonating with your intended audiences. Have a tip not included here? Comment below!
About the Author
Brittany is a marketing strategist, freelance writer and lifestyle blogger in Calgary, Alberta. When she is not crafting winning marketing strategies, she can be found scoping out the best coffee in the city, testing a new recipe or updating her blog. You can follow Brittany on Twitter (@BrittanyBrander) and Instagram (@brittanybrander)