• Friday, September 29, 2023
businessday logo


Brand voice: How to develop your company’s unique personality

Who is your front person?

In today’s crowded and competitive market, it’s more important than ever for businesses to establish a unique brand identity. This is where a brand voice comes in. A brand voice can help you catch people’s attention, earn their trust, and make your brand unforgettable

What is a brand voice?

Think of your brand voice as your brand’s unique personality and tone of voice consistently applied across all communication channels. It includes the language and words used, the emotions a brand conveys with its content, and the image and personality it portrays in its marketing efforts.

Why is brand voice important?

A good brand needs a strong personality to endure and stay relevant to its audience. A powerful brand voice ensures that your presence is felt, helps you convey your message clearly and effectively. It should resonate with your target audience, be consistent across all channels, and reinforce your brand’s values and beliefs. Developing strong brand recognition and trust with your audience leads to increased customer loyalty and sales.

The difference between voice and tone

Your brand voice is the unique personality and tone consistently applied across all communication channels. It represents your company’s character and values.

On the other hand, your tone is the emotional inflection added to your voice, which adjusts according to the message being conveyed. For example, social media posts promoting new products might be fun and encouraging, while messages addressing social issues might have a more formal and serious tone to appeal to the audience.

Creating a strong brand voice: A step-by-step guide

Developing your brand voice can be challenging, especially if you don’t know where to start. Follow these eight steps to establish your brand voice:

1. Define your brand personality

To establish your brand voice, you must first define your brand personality. This set of characteristics represents your brand and makes it unique. Brand personalities are driven by brand archetypes (human character traits that most accurately reflect a brand). There are twelve brand archetypes. Which best fits your brand?

Once you have a clear understanding of your brand personality, you can begin to develop your brand voice.

Read also: Exploring new trends shaping marketing

2. Define your brand’s mission and values

Your company’s mission is the heart of your brand. It’s the key to creating your brand voice, as it has the values your brand believes in to develop your brand personality.

Study and evaluate your company’s mission statement and list the essential core values defining your brand. Ensuring that your brand voice reflects your business’s values is the key to making it unique and your own.

3. Conduct a content audit

Look at your existing marketing content and analyse what’s working and what’s not. Look for patterns in your most successful content, such as the tone of voice, style, and topics covered. This will give you a good starting point for developing your brand voice.

Identifying the fundamental elements of your content and the best traits that make up your top-performing content can help you develop a strong foundation for your brand voice. Additionally, you must research the best content format that suits your industry to deliver your content and message to your target audience effectively.

4. Leverage buyer personas to tailor your brand voice

Developing buyer personas can help you better understand your target audience and tailor your brand voice to their needs and preferences. This will help you create content that resonates with them and speaks to their needs.

It is good to ask questions such as:

What are their pain points?

What motivates them?

How do they communicate?

5. Leverage your brand’s unique selling proposition

One of the best ways to create a powerful brand voice is to confidently use your strengths as a brand and your unique value proposition.

Think about what makes your brand stand out. What does your brand have those other brands don’t? And how can your brand voice reflect this to make it stronger?

6. Develop a style guide

A brand style guide is a set of guidelines that outline the rules for your brand voice. It covers tone of voice, language, grammar, and punctuation. A style guide ensures consistency across all your communications and helps your team members stay on brand.

7. Train your employees

Once you have a style guide, you must ensure your team is trained to use it. This includes everyone from content writers to social media managers. A brand voice is only influential if consistently applied across all channels.

8. Refine and evolve your brand voice

Your brand voice is not set in stone. It should be regularly evaluated and refined as your business grows and changes. Monitor how your audience responds to your content and adjust your brand voice. This will ensure that your brand voice remains relevant and effective over time.

A rebrand may be necessary if your voice has become disconnected from your audience.

Last line

With these tips and insights, you can create a powerful brand voice to help your business stand out and grow. Don’t be afraid to experiment, learn from your audience, and continually refine your brand voice to keep it fresh and relevant. Your audience and your business will thank you for it.