How to develop a brand voice that sells your services

Be conversational

Develop a brand voice that sounds human. You want to engage with your audience and invite them into the conversation — and that means your brand voice should sound conversational, not too stiff or formal.

That isn’t to say your brand voice has to be casual or overly-familiar if that isn’t a good representation of your brand. It just means you don’t want to sound like a textbook or a robot. There needs to be some personality shining through.

A good way to develop a genuine brand voice is to imagine how each thing you write would sound if it was spoken out loud. If it’s not something you’d say if you were face-to-face with a client, then it’s not something you should say in any medium.

Speak the language of your audience

Every niche has their own pool of specific words and phrases that are particularly meaningful to them. Aim to match the language of your niche and use their words. This helps to reinforce who your target market is and to engage with the right people.

This includes using the right kind of language to talk about their pain points and the kind of solutions or results they’d be looking for. Build a vocabulary that speaks to your audience directly and gets straight to the heart of what they want and care about.

Convey your purpose and core values

Your brand voice needs to be as recognisable as your logo. Part of that is in your choice of words and the overall tone, as we’ve already covered. Another part is in what you choose to say with your brand voice. Everything needs to come back to communicating why your brand exists, how it helps your target audience, and what it stands for.

If your brand voice isn’t a good representation of your brand as a whole, you may end up misleading your audience. If your brand voice promises one kind of experience but the actual experience of working with you doesn’t match up, your clients will feel deceived and you’ll lose their trust.

So, make sure your brand voice accurately reflects your brand and reinforces your purpose and core values. This is also important for consistency reminding your target market why your brand is right for them and motivating them to buy,

Last thoughts

Developing a distinctive brand voice helps you to build an engaged community that understands exactly what you’re selling and, most importantly, why they should care. Writing website copy, ad copy or an email sequence should feel more like you’re welcoming potential clients into a conversation, rather than overtly selling by listing features or steps of your process.

Remember to keep it true to your brand foundation and you’ll be able to develop a brand voice that supports your business and helps you sell!

Check out the Brand Personality Quiz for a fun and quick way to start developing your brand’s voice.