How Defining Your Brand Voice will help Your Small Business

As a small business owner, with so many things to think about, why should you be thinking about your brand voice at all?

In fact, what is a brand voice? Is defining yours going to make any difference? How will it help your business stand out?

Your brand voice is more than just the words you use, in my previous blog, we looked at how your voice helps to build an emotional connection with your reader.

When bombarded with communications, it’s the personality and tone of your message that sets you apart from others in your market. A clear and consistent brand voice helps build trust and credibility with your customers, and who doesn’t want that!?

Defining Your Brand Voice

So, how do you define your brand voice? We looked at this a little in my blog, Examples of Effective Brand Voice and How to Establish Your Own, but here are some more thoughts.

You’ll want to start by considering your business’s values, mission, and target audience.

Ask yourself what your business stands for and what sets it apart from others. Are you fun and playful or serious and professional? Are you targeting students or pensioners? Perhaps harassed working parents? By understanding these factors, you’ll have a clearer picture of the tone, language, and style appropriate for your brand voice.

Next, think about the emotions you want to evoke in your customers. Do you want them to feel inspired, empowered, or happy? Your brand voice should reflect these emotions and resonate with your target audience. So, if you are an accountant supporting the stressed owners of small businesses, your voice should be confident, calm, and supportive; while a wedding florist will need to communicate creativity, positivity and focus with serious organisational skills.

Your Audience

Before you can align your brand voice with your target audience, you need to know who they are. Market research will help you understand your audience, their preferences and needs so you can create a brand voice which speaks directly to them, addressing their struggles and concerns. But if you will struggle to do that, talking to them helps too!

Once you know who you are talking to, think about their language and communication style. Are they formal or informal? Do they appreciate humour or prefer a more straightforward approach? Tailor your brand voice to resonate with your audience and make a real connection.

Again, still thinking about your audience, are they professional and conservative, expecting a formal tone and clear, considered language? Or maybe overwhelmed parents looking for understanding and support with some frank honesty.

What you want is a clear understanding of who will be reading your communication so that you can be consistent. Because, whether it’s your website, email or social media posts, your brand voice should be recognisable across all communication channels, building trust and strengthening your brand identity.

Your Guide

Do you need an actual guide?

A brand voice guide will help you create consistent messaging – particularly where your communications are created by a number of different people. A guide will outline specific elements of your brand voice and how it has been defined, including details of your audience, tone, language and style.

Your brand voice guide should include examples and guidelines for different kinds of communication, making future messaging much easier. You might, for instance, provide examples of customer enquiry responses, social media posts, and marketing materials. Hopefully you can see how, by providing clear guidelines, you can help different people create content in your brand voice. Also, you’ll be making content creation easier by using these templates or elements and adding them to your bank of examples for reuse.

Your Channels

Having created a brand voice guide, you now need to ensure it is useful across all your communication channels – from your website copy to social media posts, your newsletter, to your networking pitch. We want all your content to reflect your brand voice and your business personality.

You can start by reviewing your existing content and making changes to align it with your brand voice. Do you need to update your website copy, social media profiles, or any marketing materials to reflect this tone, language, and style you’ve outlined in your brand voice guide?

What about your team? Do they understand the impact of your brand voice work? It’s important to make sure the people in your business understand why this is important, what your voice and style are projecting for the business, and how their language and communication should reflect your brand voice.

Your Business Growth

As your business changes, your brand voice may need adjustment as well. It’s important to regularly consider your communications and messages, making updates to stay relevant and appealing to your target audience.

You might want to keep an eye on industry trends, customer preferences, and any changes in your audience’s demographics because these will help you understand when and how any evolution of your brand voice is needed.

Over to you

Defining your brand voice provides clear benefits for the success of your small business, helping you connect with your target audience, differentiate yourself from competitors, and build trust and credibility.

By aligning your brand voice with your audience’s preferences and ensuring its use in all communication channels, you will create an individual and memorable brand experience – sounds good, right!?

How do you feel your brand is perceived? Are you confident your audience picks up on the values you are hoping to reflect? I’d love to hear your thoughts, leave a comment or get in touch.