It’s a crowded, noisy marketplace! The challenge is how to cut through that noise and have your brand’s message stand out from your competition. A lot of that has to do with having a unique voice.
So what IS a brand voice?
Your brand’s tone of voice is how you speak to your customers and prospects—the language you use, the formality in which you speak (and write), even the level to which you use long or short sentences—and is an important part of your brand identity. A clear and consistent brand voice can differentiate you from competitors, gain customer trust, and capture people’s attention.
When customers interact with your brand, they should be able to identify your voice immediately. It should also be consistent across all mediums—from your website to your social media channels— and reflect your brand’s unique point of view.
So how do you find your brand’s voice? Let’s break it down!
How to find your brand voice
Finding your voice is a step-by-step process that will be unique to your brand. It requires some research and experimentation, but the positive outcomes are sure to be worthwhile.
Here are a few steps to help get you started:
- Know your audience. Take time to really know your target audience and learn about their needs, wants, and pain points. How do they speak? This will help you better understand how to speak to them in a way that resonates and encourages them to interact with your brand.
- Know your brand’s adjective. A Rolex is luxurious. Apple is innovative. Harvard is prestigious. Dove is authentic. Most banks should represent trust, though Wells Fargo is still trying to repair its reputation in that category. You get the idea. When you know your brand’s adjective, it should give you some clues about how to communicate. Let’s take Rolex as an example – you’ll find their messaging uses language that conveys aspirational ideas such as power, exclusivity, respect, longevity, and, of course, the highest quality.
- Set the right tone. How you say something is just as important as what you say. To find your unique brand voice, consider specific details, such as: is your tone of voice formal or informal? Is it more serious or humorous? Or perhaps it's friendly and not assertive? It’s typically not just one tone but a combination that can deliver the best results.
- Think about style and language. Once you have an idea of the tone you want to set, you need to start thinking about the style and language you'll use. This includes everything from the words you use to the way you structure your sentences. For example when you’re speaking to external audiences it’s a good idea to de-jargon your communications and clarify your acronyms. Whereas if you’re addressing industry peers, knowing and using common jargon and acronyms can make it clear that you’re an insider.
- Break down the message you are trying to convey. Aim to be clear and concise throughout your copy. Keep it at about a 10th-grade reading level or below to minimize confusion. Readers respond well to copy that comes across as straightforward and easy to understand. Did you know that the New York Times shoots for a 10th-grade reading level? And romance novels hover around a 5th-grade reading level. There are all sorts of free ‘readability’ tools available on the web.
- Test how your voice resonates. The best way to see if your brand's voice is on-point is to put it to the test in the real world. This means writing content for your website, social media, marketing materials, etc, and then evaluating how it’s performing with your target audience. If your voice is resonating, you should start seeing more engagement.
- Your voice needs to feel authentic, not forced. Your voice should come naturally to you and feel true to your brand. Don’t be too over the top and patronizing to your audience. Consumers are smart and will see right through it.
- Be conversational. This seems like an obvious one, but many messages we see are one-way communications. To connect with your audience, you’ll want your communications to feel human! Your communications are less likely to land with your audience when it comes across as “telling”, “condescending”, “confusing”, or “guilting” them into action. This doesn't mean that you need to be overly informal, but it does mean that you should avoid using confusing terms or complex language that can distract or disinterest them.
- Be consistent. Once you've determined your brand's tone of voice, be consistent with it. This is a lot harder to do if you’re outsourcing your writing. In that case, you’ll want to supply your writers with a style guide.
By taking the time to identify and establish your brand's voice, you'll be able to create more consistent and effective marketing communications that will help you connect with your target audience. In turn, your audience will feel more inclined to explore what your brand has to offer.
The Bottom Line: Proceed with Confidence
Remember, your brand’s job is to cut through all that noise. One of the best ways to do that is by creating a unique voice that allows you to communicate effectively with your audience while at the same time reflecting your brand's personality. Your brand's voice is an important part of how your brand will resonate, influence, and inspire. Learn more about how we help brands breakthrough.
