In the world of digital marketing, we often talk about “brand voice,” but what does that even mean exactly?
Well, first of all, it’s important to note that voice and tone aren’t actually the same thing. Think of your brand voice as your brand’s personality—it’s the consistent, underlying character that doesn’t change. Your tone, on the other hand, is how that voice adjusts depending on the situation. Maybe you have a friend with a consistently quirky personality (that’s their voice), but sometimes they’re calm and quiet, and other times, they’re extra chatty (that’s tone).
Your brand voice might be friendly and informal, but your tone could shift. If you’re announcing a new product, the tone could be upbeat and enthusiastic; for a serious update, it might be straightforward and reassuring. When you get these two working together, your brand feels both authentic and flexible—which is exactly what we’re aiming for.
Now that we’ve got that sorted…
A strong brand voice is about crafting a distinct personality for your business that stands out, resonates, and makes people feel like they’re engaging with a human, not a marketing bot. Think of it as your brand’s personality—one that your customers will remember and recognize.
Why Brand Voice Matters
A clear, consistent brand voice helps build trust and recognition. It’s that intangible “something” that allows your audience to pick out your posts, ads, or emails from a sea of generic content. The best brand voices make people feel connected and give them a reason to keep listening. If your brand voice is missing in action, you’re leaving connections (and probably conversions) on the table.
Step 1: Define Your Brand Personality
WHO ARE YOU? Like truly, at your core? Knowing who you are as a brand is key when creating a voice because everything you say should sound like you. A good place to start is thinking about the adjectives that describe your brand (and perhaps, conversely, a few that don’t), and then aim for three to five core qualities that you stand by. From there, your voice will feel organic and flow more naturally.
Example Time: Netflix’s Voice vs. Apple’s Voice
Netflix has a casual, cheeky brand voice—they’re not afraid to crack a joke or two. Apple, on the other hand, is all about minimalism and sophistication. Both approaches work because they’re tailored to each brand’s unique identity and audience. Which brings us to our next point:
Step 2: Know Your Audience
This might seem obvious, but knowing who you’re talking to is critical. Are you speaking to Gen Z digital natives who live for TikTok and memes? Or maybe you’re targeting a B2B audience that cares about professionalism (with just a hint of spice).
Pro Tip: Create Audience Personas
Imagine you’re hosting a dinner party and want to make sure everyone has a good time. You wouldn’t talk to your boss’s boss like you’d talk to your best friend, right? Likewise, creating detailed audience personas—complete with interests, pain points, and preferences—will help you tailor your brand voice to resonate with your actual audience.
Step 3: Find Your “Voice Rules”
Now that you have a personality and audience in mind, it’s time to set some ground rules. This is your brand’s style guide—your cheat sheet for keeping things consistent. Consider how your brand voice will handle things like:
- Tone: Is it friendly and informal, or professional and polite?
- Phrasing: Do you use contractions? How do you structure sentences?
- Vocabulary: Are certain words or phrases “on brand” (and others that are definitely not)?
Quick Example
If your brand aims for a conversational, youthful tone, skip the formal “Dear Customer” intro in emails. Instead, go for something you might actually say in real life, such as “Hi there.”
Step 4: Practice Makes Perfect (Or at Least Consistent)
Building a brand voice isn’t a “set it and forget it” exercise. Keep practicing and refining your voice, and make sure your entire team is on board. Your voice should be consistent across social media posts, email newsletters, and customer support chats. A consistent voice will make your brand feel cohesive and trustworthy even if you have different people managing different platforms.
Testing, Testing, 1-2-3
Sometimes, it’s worth testing different voice variations to see what resonates best. Try two slightly different tones on your social media posts and measure the engagement. You may be surprised by what your audience responds to!
Step 5: Adapt as You Go
Your brand voice doesn’t have to be set in stone. Adjust your voice accordingly as your audience evolves or as you learn more about what works. Just remember that consistency is key, so make these adjustments gradually.
Ok, Let’s Wrap It Up: A Strong Brand Voice Isn’t Just “Nice to Have.”
Creating a strong brand voice is worth the effort. It’s how you turn a name into a personality, a business into a brand, and customers into loyal fans.
Looking to define your brand’s voice? You’ve come to the right place. Contact us today and let’s get you sounding more like, well, you! https://10-twenty.ca/contact/