You want to connect with your audience. I know it. You know it. And, to let you in on the best-kept secret ever, they know it, too. The magic (aka when you grow your business) happens when your messaging is synonymous with your brand, you connect with your audience, and they associate your message, your style, and your tone automatically with you. Becoming known takes time and it starts with defining your brand voice. Voice simply means what you communicate in terms of the words and concepts, and tone is how you communicate, and truly how you make people feel. It applies to all content and copy within your brand—website, emails, social media, and more. Your brand voice speaks to your brand’s unique personality, and getting it right is the key to success in your business.
All About that Tone (of Voice)
How your audience connects to you is essential to your brand, and your voice is the embodiment of that connection. Every brand’s voice is different, which means that spending time defining your brand voice (and the tone) is your chance to set yourself apart from the competition. Your audience should immediately recognize your tone of voice.
Discovering your unique voice will tell your audience who you are and help them relate to you. People buy from brands they connect with and trust. Defining your voice can help you decide what to say and how to say it, and can make writing sensational copy a breeze! It’s easier than you think.
You’re the One that I Want
Start by picturing your audience. Knowing your audience will help you decide how you want your brand to connect with them. What kind of response do you want to evoke from them? If you need help defining your audience, check out this post.
Next, imagine your brand as a person, and ask yourself these questions:
- How do they act?
- What do they want to be known for?
- What are their likes and dislikes?
- How do they make your audience feel?
- What kind of person would they want to attract?
- What is the mission statement of your brand?
Answering these questions should give you a clear picture of your brand’s voice. It will help you determine who you’re speaking to and how to speak to them. If you’re stuck, try creating a list of adjectives that define your brand and looking at what they have in common. Also, consider what you’re not. Are you witty but not silly? Authoritative but not condescending? Professional but not rigid? Knowing what you are not can be just as key as knowing what you are.
This is How We Do It
If you already have copy, consider reviewing it to see what is getting the best traction with your audience. Also, consider what copy stands out to you as your favorite or that you feel best represents your brand. You might already have the blueprint for your brand voice right in front of you!
Another way to develop your brand voice is to check out your competitors. What are they doing that you like or dislike? Make sure your voice is different from theirs.
Now that you have your voice, it’s time to write it down! Create guidelines to allow for consistency across your brand. You should clearly define your brand’s voice so that anyone could read it and write content consistent with your voice. Make a list of “Dos” and “Don’ts,” words you want to use and avoid, and the feelings you want to invoke. The more information you can provide, the easier it will be to keep your brand voice streamlined.
The Secret Sauce
Here’s the most important part of creating a brand voice: CONSISTENCY. None of the work matters if you don’t maintain the same voice throughout your copy. If you keep your tone consistent throughout your brand, you’ll build trust, and create a lasting connection with your audience.
Keeping things consistent makes your audience feel like they know you, and they will be more likely to interact with and purchase from you. Your audience should be able to pick your voice out from a crowd even if your brand information isn’t present. This means your brand voice will need to be the same throughout all your copy, no matter how you deliver it.
We Could All Use a Little Help
Do you need help nailing your brand’s tone of voice? Do you want to make sure it’s clear and consistent? Book a call with me today and we can work together to define your voice and build lasting connections with your audience.