Creating a brand voice
In today's crowded marketplace, standing out requires more than just a great product or service. It's about how you communicate with your audience – your brand voice. Your brand voice is the personality and style that shines through in all your communications, from social media posts to customer emails. It's what makes your brand memorable and relatable.
Examples of Brand Voices:
Playful and Quirky: Think of brands like Innocent Drinks or Ben & Jerry's. Their brand voices are characterized by humor, wit, and a laid-back attitude. They engage with their audience in a friendly, approachable manner, making even mundane topics entertaining.
Professional and Authoritative: Companies like IBM or McKinsey exemplify this brand voice. Their communication is formal, concise, and often backed by data or expertise. They aim to convey trustworthiness and credibility in every interaction.
Empowering and Inspirational: Nike is a prime example of a brand that inspires through its voice. With messages focused on motivation, perseverance, and empowerment, they resonate with their audience on an emotional level, encouraging them to push their limits.
Let's break down how to create your brand voice into easy-to-follow steps:
Define Brand Archetype and Personality Traits:
Brand Archetype: Identify the archetype that aligns with your brand's values and resonates with your audience. Are you a Sage, Ruler, Explorer, or Rebel? Each archetype comes with its own set of traits and communication style.
Personality Traits: Define the personality traits that best reflect your brand's character. Are you playful or serious, innovative or traditional? These traits will shape the tone and demeanor of your brand voice.
Craft Voice Pillars and Tone Guidelines:
Voice Pillars: Determine the key characteristics that define your brand voice. These could include traits like authenticity, empathy, or expertise. These pillars serve as guiding principles for all your communication efforts.
Tone Guidelines: Develop a spectrum of tones that reflect the nuances of your brand voice. From formal to casual, compassionate to assertive, outline when and how each tone should be employed to maintain consistency across different touchpoints.
Create a Voice Persona:
Character Development: Give your brand a persona that embodies its traits and values. Create a fictional character or persona that personifies your brand, complete with a backstory, quirks, and preferences. This persona serves as a reference point for crafting authentic and relatable content.
Voice Exercises: Conduct voice exercises to bring your brand persona to life. Write sample dialogues, create hypothetical scenarios, and experiment with different tones and styles to refine your brand voice.
Develop a Style Guide:
Language and Vocabulary: Define the language and vocabulary that align with your brand identity. Consider factors like simplicity, inclusivity, and cultural sensitivity when selecting words and phrases.
Grammar and Formatting: Establish guidelines for grammar, punctuation, and formatting to maintain professionalism and clarity in your communications. Consistency in these areas reinforces your brand's attention to detail and reliability.
Implementation and Iteration:
Consistent Application: Implement your brand voice consistently across all touchpoints, from marketing materials and social media posts to customer service interactions and internal communications. Consistency fosters familiarity and trust, reinforcing your brand's identity in the minds of your audience.
Feedback and Iteration: Monitor audience feedback and engagement metrics to evaluate the effectiveness of your brand voice. Iterate and refine your approach based on insights gathered from customer interactions, market trends, and competitive analysis.
Creating a compelling brand voice is an ongoing process that requires introspection, creativity, and a deep understanding of your audience. By following these detailed steps and remaining attuned to the evolving needs and preferences of your audience, you can cultivate a brand voice that resonates authentically and builds meaningful connections with your audience.