According to Larsen.com, ”Brand voice is the purposeful, consistent expression of a brand through words and prose styles that engage and motivate”.
You may not know it but your brand already has a voice. Is it the right voice? Is it inspirational ? Is it engaging ? or is it just like what people hear every other place.?
Brand voice simply means the tone of your communications and style of writing. The personality of your brand is determined by the words you use and sentences you write.
In this article, we will highlight 5 tips to help you create that engaging voice that will differentiate your brand.
Listening is a very important skill you must master in order to develop a unique brand voice. Listen to your customers, how do they communicate? Listen to your competitors, how do they communicate? Is the tone serious or casual? You don’t want to sound too serious when your audience or competitors favor the casual tone. Your primary objective is to build trust and enagage with your customers as much as possible, so you must always decide on the tone that they find appealing.
- USE A BRAND VOICE CHART
It is not just enough to define your brand voice. You need to illustrate how it will be used in the content that you publish across your platforms. You can do this by using a brand voice chart. It will become a very important reference tool that everyone putting out a communication on behalf of your brand will strictly adhere to.
The illustration below from content marketing institute gives a very good indication of how a brand voice chart can be used.
- BE UNIQUE
One of the reasons why your brand needs to have a voice is to be different. Being unique means there are attributes of your brand that are not traceable to any other brand out there. Your tone, your attitude will reflect how it is exactly that you wish to be perceived.
- REFRESH YOUR BRAND VOICE CHART OVER TIME
We live in a digital world where things change quickly. For your brand voice to remain relevant, you need to revisit and refresh it as your brand messaging evolves over time or as new competitors enter your niche.
It is recommended to have a quarterly review for your brand voice chart to find out if there are any voice attributes that are not working well or if there is a more inspirational or engaging tone that you could use.
- CONSISTENCY ACROSS ALL PLATFORMS IS KEY
Your brand voice is not just an isolated part of your brand. It works side by side with your visual designs, your social media presence, your digital connections, product and service offerings, your event branding and its driven by your brand strategy and marketing fundamentals.
The tone of your communications across all the platforms must be uniform and reflect your brand strategy.
So there you have it, our tips on how you can create a brand voice for your brand. Do you have any contribution to the above discussion? Kindly use the comments section, we look forward to hearing from you