There’s no way around it — a LOT of writing that goes into building a business. Writing for your website, writing emails, social media posts, presentations… There’s a bunch of ways through which your business communicates with your audience. That’s why it’s so important to develop a strong, distinct brand voice.
As well as being a crucial part of maintaining a consistent brand experience for your clients, your brand voice is also a major way through which you tell your brand’s story and convey your purpose. Ultimately, you need to develop a brand voice that helps you to motivate ideal prospects into buying your services.
Want a guide to the core characteristics of your brand, so you not only know how your voice should sound, but also what you should say? Click here to get your free PDF download of the Core Brand Pillars Workbook.
What is a brand voice?
Your brand voice, simply enough, is the tone of voice you use when talking to your audience. It’s the way your brand is portrayed through words and language. Like your brand colours, your logo, or anything to do with your brand, your brand voice should be a genuine representation of your business and match the message your brand aims to convey.
Related post: An easy exercise for writing a brand message
Find attributes to describe your brand voice
Every brand should have a distinctive personality (take the brand personality quiz to find yours). The adjectives/traits/attributes you would describe your brand personality should also describe the style of your brand voice.
Maybe your brand personality and voice is energetic, playful and bubbly. Or maybe it’s serious, wise and soothing. Or ambitious, imaginative and just a little dramatic. Your brand voice is another way to make your brand distinctive and to stand out from the competition, so be creative!
A good exercise to help you define your brand voice is to clarify what attributes don’t describe your brand voice.
For example: “We’re playful but not childish.” “We’re informational but not overly-complex.” “We’re confident but not arrogant.”
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,
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.
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