Apr 04

Maintaining a Consistent Brand Voice & Why it is Important

By: Mackenzie Ryseff

In today’s competitive business landscape, having a distinct brand voice is essential to stand out from competitors and connect with your target audience. Brand voice is the personality and tone you use to communicate your business’s values, mission, and offerings.

Before we begin, let’s clarify the distinction between brand voice vs. brand tone. 

  • Your brand tone is the emotion you display in individual messages.This will vary from platform to platform and depending on what you are writing about. For example, a new product announcement may have a more cheery and exciting tone than a response to a customer complaint.
  •  Your brand voice is the way you project your brand personality through the use of your brand’s tone and word choices. It should be consistent among all platforms.

Some examples of brand voices are:

  • Professional/Educational
  • Relatable/Witty
  • Inspirational/Motivational
  • Elegant/Refined
  • Fun/Casual

You can develop your brand voice by following these steps:

  1. Defining your target audience.
  2. Identifying your brand personality.
  3. Considering your core values.
  4. Speaking your audience’s language.
  5. Being consistent.

Let’s go!

 

  • Who is your target audience?

Identifying your target audience through market research is the first step to developing an authentic and effective brand voice. When you are able to pinpoint the preferences, communication styles, pain points, etc. of your target audience, you can tailor your brand voice to speak directly to their wants and needs. 

 

  • What is your brand personality?

Think of your brand voice as a human personality. If your brand was a human, what would their personality be like?

In 1997 Jennifer Aaker, a Stanford marketing professor, developed the brand personality theory. She argues that customers often describe brands with human-like personality traits, which gives brands the opportunity to be symbolic. 

Some examples of brand personalities are:

  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness

 

  • What are your core values? 

Your brand voice should accurately represent your company’s values. Authenticity is key to building meaningful relationships and credibility with your audience. 

  • What does your brand stand for? 
  • What is your mission?
  • How can you convey these values?

 

  • Speak your audience’s language.

Your brand’s voice is displayed and established most effectively when used in first-person dialogical narrative that offers opportunity for interaction. The conversational tone should be carried out in all communications while still maintaining professionalism. 

This way of communication can:

  • Develop positive perceptions about your business
  • Increase online and offline interaction
  • Enhance reputation
  • Allow for connection with customers

Next, don’t overcomplicate things. Avoid using overly complex terms that your audience may not understand. Maintaining a conversational and approachable tone will encourage your audience to interact and engage further.

 

  • Consistency is key.

Whether you’re writing copy for a social media post, website copy, or responding to customer emails, ensure that your tone remains consistent. This reinforces your brand’s identity, making it easier for your audience to recognize and remember you.

Developing a compelling brand voice is a journey that requires time, research, and creativity. By understanding your audience, staying true to your values, and maintaining consistency, you can create a brand voice that resonates with your customers and helps your small business leave a lasting impression in the marketplace. Remember, authenticity and connection are the keys to building a strong and loyal customer base that will support your business for years to come. So, go ahead and find your brand voice – it’s an investment that will undoubtedly pay off in the long run.

 

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