Do I like you? Could we be friends?
If you’re human, your personality will tell me a lot. If you’re a piece of writing, your brand voice is how I will feel you out.
Like everyone else consuming information, I don’t have much time or attention to spare. Although a flashy brand appearance might turn my head, it’s the brand voice behind the content that can persuade me to stay.
Brand voice is key to building connection. Consistent application of that connection fosters loyalty and trust. In a world full of repetitive, dull content, brand voice is your chance to break free of the boring and project your brand’s best self.
What is Brand Voice?
Brand voice is the core personality or ‘soul’ of your content. That soul is equal parts word choice, attitude, emotion and brand-specific values – infused into every communication.
At best, this voice can elevate your brand through a strategic, audience-focused approach. At worst, lack of voice can fracture your image, creating a generic, inconsistent brand experience.
Failing to define your brand voice is like letting someone else decide your personality. Either tell your audience with confidence who you are, or your content will leave them to make their best guess.
Three Ways to Start Building Your Brand Voice
Refining your brand voice can breathe new life into your content strategy.
It may sound like work, but there’s room for fun, too. Some simple starter exercises can help you get clear on how and what you want to say and who you want to hear it.
1. Get to know your audience
Before deciding how you speak, consider who you’re speaking to. Identify your target audience and creep them like it’s your job. Google and social analytics can help, as well as local market data linked to the age, gender and geographic area of your clients. It’s also ok to ask. If you already have an existing audience to learn from, informal polls or quizzes can produce useful behaviour, preference and habit insights.
2. Choose three adjectives
If your brand voice had a body, who might he or she be? Brainstorming adjectives can help that image take shape. Capture as many adjectives that come to mind when visualizing your voice, then narrow your list to top three. Is your voice clever? Progressive? Passionate? Bold? This simple thought process can help you articulate your unique and distinct vision.
3. Choose a celebrity persona
If you’re stuck for inspiration, try a celebrity association. If your brand voice could walk the red carpet, what characteristics would they embody? Are we talking more of an irreverent Lady Gaga? Or a tailored Tom Hanks? Are your brand vibes more extroverted icon, or subdued man of mystery? There’s no wrong answer and gut instincts can offer great insights as you begin your discovery process.
Invest the Time to find Your Brand Voice
There are many more strategic methods to define and implement a brand voice, but starting with these basics is a great way to jump in. Brand voice should be a business priority – no matter your product or service.
Try some brainstorming, spend some time studying the brand voice of others you admire, or reach out to get some help to get started. Don’t settle for a generic, boring version of yourself. You’re unique and worthy of attention and your brand voice is anxious to get out!
Need help finding your Brand Voice? Contact KimberlyMacG Creative.