Brand Voice – Why is it Important and How do You Find Yours?

Most of us won’t reach the level of brand recognition as those pictured above where – despite the words saying one thing – the font and colours prompt us to picture a different company entirely.

We are all hoping to build a brand people will recognise and remember and this requires us to be consistent with – not only colours, fonts and logos – but with language too.

I wrote a post a while ago Tone of Voice – How Important is it for Your Brand? which touched on this; showing that companies whose language isn’t consistent will confuse their audience and potentially lose trust. So, how can you develop your brand voice to make sure it is consistent?

Guiding Your Brand Voice

1. It’s about you

If you are a solo business owner, when you communicate it may feel obvious that your messages will sound like you.

But when you hand your communication over to someone else – to manage your social media, create sales emails, blogs or your website – how will you make sure they get your voice right? And as your business grows, will it still sound the same?

So to focus your communication, first we need to know what drives you and your business.

Are you all about:

  • Providing simple solutions? Helpful
  • Supporting clients to build by themselves? Informative
  • Being the respected expert? Knowledgable
  • Creating fun experiences? Entertaining
  • Bestowing status? Exclusive

These are just a few of the emotions or reactions we might want to encourage in our customers; so our language needs to set that tone with caring, confident, focused, amusing or formal phrasing.

At this stage you might want to think about your mission, identifying what your business is focused on within a bigger picture. It isn’t usually just about making money by selling a product or service, but how you make the world better for those you support.

Again, the purpose of this is to create a clear picture of your brand and the kind of language you should be using for your communications.

There are many tools available which can help you consider your story and what makes you different to guide your mission, values and tone. Or you can get in touch with someone to help – I’d love to talk.

2. It’s about your audience

You’ll have heard this from me before – you need to focus on your reader!

It’s great to think about what motivates you as a busines, but unless you’re writing in a way your customer relates to they’ll never engage.

Many experts get so caught up in the technical details of what they offer, they forget what their customer is actually looking for. I talked about this in my post Why Won’t Anyone Listen to Me?

Make sure you have a clear picture of who your audience is, what matters to them and which problems they’re looking to solve. One simple way to do this is to think about those people you already like helping and focus your communication in a way which works for them.

Use testimonials or feedback to direct your language, thinking about the things which have caused your existing clients to struggle, and why they chose you to make their world better.

At this stage, you might even want to create a word bank or library of phrases which you would (or would never) use. Not only does this help clarify your own understanding of what you’re trying to say in a way that works for your reader, but it will also be a great benefit if you do ever pass on the writing work to someone else.

Is that it?

This is a very high-level look at those things which will help you identify the language and voice of your brand. Talking to someone else can make this process much easier and if you’d like to do that I’d be happy to help.

How confident are you in your brand voice?