Today, more than ever, defining your brand voice is vital to the success of your business.
A strong brand voice will help you stand out and make it easier to connect to your ideal audience.
When you first start a business it can be difficult to know where to start or even why it’s so important.
Read on to find out why defining your brand voice is vital to the long-term success of your business and how to do it.
What Is A Brand Voice?
Brand voice is often used as an umbrella term which covers many areas relating to the topic.
But, things such as, logos, website design and colour schemes are only a small part of what makes up your brand voice.
Similarly, how you promote your brand is more to do with your marketing strategy.
So, your brand voice is essentially about your personality, how you speak in real life, your passions, your values and why your business exists.
Steps To Defining Your Brand Voice
It starts with asking yourself some questions.
- Why does my business exist?
- Who are my customers/who do I help?
- What are my passions in business and life?
- How do I want my business to be seen – formal, informal, quirky, funny?
- What type of words describe my business?
- How will I use these words in my messaging?
- Which words would I never use?
Answering these questions will help you to start the process of defining your brand voice.
It is a process and it will take some time. It may be tempting to look at successful competitors and feel their voice suits your business.
This may be true and it can help to look at the competition to get ideas… but you still need to dig deep into your passions and the reasons behind why you do what you do.
Your brand voice will be with you a long time, so it’s worth putting in the work to start defining it the right way from the beginning.
Doing this will set you apart from your competitors and help you attract clients who will come to love your brand.
Create Your Mission Statement and Core Values
Writing a mission statement and a set of core values will add weight to your brand voice.
Many big companies and solopreneurs do this to attract their ideal audience.
Global furniture store Ikea’s culture and values include;
- Caring for People and Planet
- Renew and Improve
- Different with a Meaning
- Give and Take Responsibility
- Lead by Example
Mailchimp are another big company who have a tone and voice guide within their content style guide.
It lists plainspoken, genuine and dry-humour as part of their brand voice.
For solopreneurs a mission statement is a useful tool that not only sends out a positive message about you and your business, it can also serve to keep you on the right track.
These words taken from an article in Forbes by Melody Wilding, explain it this way; “Your personal mission statement is a short statement, usually a sentence or two, that points to the direction you intend your life to move in. It’s like a compass that helps you stay on track, heading in the direction you want to go.”
How Your Ideal Client Can Help You Define Your Brand Voice
As you begin the process of setting out your brand voice your ideal audience will be a key part in determining the outcome.
Pay close attention to what they’re saying about your business and look for patterns in any feedback.
Their social network interactions can give you valuable insight into many aspects that will help you connect with them.
Do they write their posts in a certain way, using straightforward, funny or snarky language?
Are they into specific hobbies or interests, TV programs, sports or type of books?
All of these things can help you in developing your brand voice and learning the best way to connect with your ideal client.
So, brand voice is a necessary step in the success of your business. It’s also an on-going process that may need revisiting as time goes on and your business develops.
Going through the steps can take time but is worth it when you start to see your brand taking shape.
It will help your clients relate better to your business as well as giving you a much clearer, consistent and easier way of communicating.
I’m a professional copywriter with tons of TOV experience, so whether you need help developing your first tone of voice style guide or someone who can pick up your brand voice super quick; I can help. Contact me here.