Establishing Your Brand Voice: The Essentials.

Understanding Brand Voice

If you've heard the term brand voice but have no idea where to start in establishing one of your own, this easy-to-digest article is for you.

Read it all or click on your topic of interest:

1. What is a brand voice?

2. Why does a brand voice matter?

3. How to establish your brand voice.

4. What to do if you need help.

   
   

What is a Brand Voice?

In a nutshell, your brand voice is your business personality. It's how you communicate with your audience across all your marketing platforms. Your brand voice should be clear, consistent, and unchanging.

Why Does a Brand Voice Matter?

A brand voice helps you become recognizable and memorable. Have you ever encountered a memorable person? I can think of many examples, like the guy who always answers, "Always doing good," whenever I ask how he's doing.

What if I say the phrase "Just do it"? You'd immediately know that was Nike's tagline. That’s the whole point: it is memorable and recognizable! With so much faceless AI-generated content on the internet, having a brand voice is key to setting yourself apart from the competition.

How to Establish Your Brand Voice

Establishing a brand voice boils down to research and compiling information for consistent use across your platforms. Here are six tips to get you started on your brand voice journey:

1. Evaluate Your Brand's Core Elements

   Assess your brand's values, purpose, vision, and mission. Describe your voice in three words.

   
   

2. Define Your Brand Tone

   Determine the mood or emotion you want to convey. Is it humorous, authoritative, quirky, fun, straightforward, serious, or factual?

   
   

3. Understand Your Audience's Language

   Learn what your audience needs to hear from you. Conduct one-on-one interviews or check reviews, testimonies, and social media threads.

   
   

4. Research Competitors

   Look at your competitors' brand voices. Identify ways to stand out and become instantly recognizable to your audience.

   
   

5. Create a Brand Voice Guide

   Compile your findings into a brand voice guide. Include lists of words, phrases, and tones you want to be known for, as well as those to avoid, like industry jargon or overused catchphrases. You can even include font choices and punctuation that will help create a distinct feel for your brand.

   
   

6. Reference Your Guide Consistently

   Use your guide whenever you write social media marketing materials or website pages, like your About Page. Share your guide with anyone who writes copy for you to ensure a consistent brand voice throughout your platforms.

   
   

Whatever you do, don't leave your business brand voice on default! Unless you want to be easily forgotten.

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About The Author

Debbie Diosi is a conversion copywriter and certified digital marketer. She helps small businesses, marketing teams, and founders turn their messaging into sales. Debbie combines strategy, empathy, and data to craft copy that resonates and drives conversions. Grab her free Conversion Copy Checklist or book a call to see what’s working in your marketing.