Find Your Brand Voice: What It Means and Why It Matters

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As a business, you strive to stand out and resonate with your audience in a unique and compelling way. How do you achieve this? Through your brand voice. Your brand voice is more than just the words you use; it’s the personality, tone, and style that define your brand’s communication. It’s the essence of who you are as a company.

What is Brand Voice?

Imagine your brand as a person entering a room full of strangers. How would they introduce themselves? Would they be formal or casual? Serious or playful? The persona they adopt, the words they choose, and the way they speak are your brand voice.

Brand voice encompasses several elements:

  1. Personality: Is your brand friendly and approachable or professional and authoritative?
  2. Tone: How do you convey your message? Is it assertive, formal, or humorous?
  3. Language: Your specific words and phrases reflect your brand’s identity and values.
  4. Style: This encompasses everything from sentence structure to how you use slang or jargon.

Why Does Brand Voice Matter?

  1. Consistency: A consistent brand voice across all platforms and communications builds trust and familiarity with your audience.
  2. Differentiation: A unique brand voice sets you apart from competitors and helps you be memorable.
  3. Connection: A well-defined brand voice resonates with your target audience, developing a deeper emotional connection.
  4. Clarity: Clear communication strengthens your brand’s message and ensures your audience understands it.

Determining What Your Brand Voice Isn’t

Avoiding Generic Language: Steer clear of overused phrases and clichés. These tend to dilute your brand’s uniqueness.

Not Mimicking Competitors: While studying competitors is essential, copying their voices will only make you blend in rather than stand out.

Being Inauthentic: Your brand voice should authentically reflect your brand’s values. Trying to be something you’re not will come across as insincere, making your brand untrustworthy.

Ignoring Feedback: Disregarding feedback from your audience can lead to a disconnect between your brand and its consumers. Embrace feedback as an opportunity for growth.

Forgetting to Evolve: As your brand grows and evolves, so should your brand voice. Stay agile and adaptable to remain relevant.

How to Find Your Brand Voice

Know Your Audience: Understanding your audience is the foundation of crafting a compelling brand voice. What language do they use? What tone resonates with them?

Define Your Brand Identity: Your brand’s values, mission, and personality should inform your voice. Are you innovative and cutting-edge, or traditional and dependable?

Study Your Competitors: Analyze how your competitors communicate. Identifying gaps or overused strategies can help you find your unique voice.

Experiment: Try out different tones, styles, and approaches. Don’t be afraid to iterate until you find what works best for your brand.

Feedback Loop: Gather feedback from your audience to gauge their response to your brand voice. Then, adjust accordingly based on their preferences and reactions.

First three steps to determine your brand voice

  1. Conduct Market Research: Identify your audience’s demographics, psychographics, preferences, and communication style. This information will guide you in tailoring your brand voice to effectively connect with your audience.
  2. Define Your Personality: Consider the personality traits you want your brand to embody. Is your brand playful, professional, authoritative, friendly, or innovative? Create a list of adjectives that best describe your brand’s personality. This exercise will help establish a clear direction for your brand voice and ensure consistency across all communication channels.
  3. Create Guidelines: Develop comprehensive guidelines that outline the characteristics, tone, language, and style of your brand voice. Include examples of how your brand voice should be applied in various contexts, such as marketing materials, social media posts, customer service interactions, and website content. These guidelines are a reference for anyone creating content for your brand, ensuring coherence and maintaining your brand’s identity.

Your brand voice is the core of your company’s communication, the bridge that connects you with your audience on a deeper level. By understanding what your brand voice is and isn’t, you can craft an authentic, resonant, and memorable voice. Take the time to explore, experiment, and refine your brand voice, so it speaks louder than your competition.