How to Establish a Unique Brand Voice
Posted on 07/15/2019
Brand voice is the emotion and personality that go into a brand’s communications. It should be found in everything your brand produces, from the language it uses to the images in its marketing assets. Your customers should be able to distinguish your brand’s voice from the crowd.
Why is brand voice so important?
What’s the difference between brand voice and tone?
Tone refers to the emotion behind the particular marketing asset. It can vary depending on the piece the brand produces.
A step-by-step guide to building your brand voice
Step 1: Review your brand’s mission statement
Step 2: Examine your current messaging
Do these assets all have a consistent brand voice? Do they match the values found in your mission statement? If they don’t, how can they be improved?
Look especially at the highest-performing assets. What about them are people drawn to? These can tell you what your audience relates to most and can help you plan future marketing efforts.
Step 3: Make an online survey.
There are plenty of free online tools that let you make a survey in a matter of seconds. You can post the links to social pages, or send them to an email list.
Step 4: Research and understand your audience.
Step 5: Create a brand voice chart.
You can find many great examples of brand voice charts by doing a quick web search.
Step 6: Enforce consistency among employees
Brand voice is crucial to a company’s success. It is the personality consumers interact with, and if they can relate to it, they are likely to become brand advocates. Creating a great brand voice doesn’t have to be difficult, and with these simple steps, you’ll be on your way to an easily recognizable brand.
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