(In case it’s not clear, your brand is your customer’s sexy stranger. The consistency and authenticity of your brand voice is essential for conversion and customer retention!)
What is a Brand Voice?
Does my Brand Need a Voice?
How do I Create a Brand Voice?
Here’s a simple five step process you can follow to create an authentic brand voice for your company:
Step One: Know Your Mission and Values
If you think you know your values but have never formaised them, you may be surprised by what you learn when you start putting pen to paper.
Here are two pitfalls to avoid when you’re working out your values:
Too Much Competitor Research Too Soon
If you’re trying to get to the bottom of what motivates you as a business, peering into the crystal ball of other companies’ values comes with the risk of losing sight of what makes you unique. It’s smart to read your competitors’ mission statements but be mindful if you feel intimidated by their polished style and are tempted to imitate that. Focus for the moment on clarity of expression and style will follow.
Step Two: Know Your Unique Selling Point
Name three brands off the top of your head. Most likely, you would recognise their copy even without the logo alongside. This distinctiveness of tone, style or register functions most effectively when it’s a natural expression of something truly memorable about the experience a company offers their customers. If your business is thriving, you’ve probably already worked out what makes your product or service unique. Let that secret sauce flavour your brand voice and you’ll start to sell a lot more hotdogs.
Step Three: Listen to Your Audience
Step Four: Translate Your Values & USP into Brand Voice Guidelines
Here are three tips to help you start building out your brand voice:
Granular Competitor Studies
Create Word Clouds
Write Your Guidelines
Step Five: Workshop Your Guidelines
Should I Hire a Branding Agency?
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