What is Brand Voice and Why Does it Matter?

Your brand already has a voice. It’s in the unique way you express things, aka, your natural rhythm, your choice of words and how you share your stories. And it’s this that resonates with your audience, because rather than simply reading your words, they feel them deeply.

So how do you discover your brand voice? And once you have defined it, how do you make sure it’s heard? In a world filled with noise, finding your brand voice can feel like a big task, but it doesn’t have to be complicated.

Below, I’m sharing five practical steps to help you discover and define your brand voice. By following these steps, you’ll begin to communicate with more clarity, confidence and consistency.

WHAT IS BRAND VOICE?

Brand voice refers to the sound of your brand, and this sound is a culmination of the tone and style applied to the words you communicate. Think of it like this: if your visuals are the face of your brand, then what you say and how you say it is the soul.

It’s easy to get caught up in focusing on what people will see first, like your brand logo, aesthetic, and photography; however, while each of these elements is valuable in their own way, to form a distinctive brand identity, the visual side will only get you so far, you need to cover all the foundations. 

THE PURPOSE OF BRAND VOICE

So why does your brand voice matter so much? In essence, the purpose of brand voice is to ensure your brand communication is clear, consistent and impactful. From your website and social media pages to a real-life setting like a store or exhibition, your audience will experience your brand voice at every single touch point, making it a fundamental and powerful tool to position your business and engage the right people effectively. 

So how do you find your brand voice? Explore these five essential tips to learn more:

• MAKE A LIST OF WORDS TO DESCRIBE YOUR BRAND

It seems simple, but begin by creating a simple word bank. Write down words that capture your brand’s personality, values, and energy. You may also opt to make a list of words you don’t want to use - these are just as important.

If you feel unsure, it helps to imagine your brand as if it were a person. Is it warm and welcoming? Bold and visionary? Playful and curious? Narrow it down to three to five core adjectives.

Once you have your list, compare it to your current brand wording. Does your messaging and copywriting truly reflect the qualities you have noted down? Does it evoke the emotions you want your audience to feel? If not, it’s time to rewrite.

• EMBRACING “I’ OR “WE”

People connect with people, so if you’re the one person pouring everything into your brand, let it be known and write as “I”. Likewise, if there is a team behind your brand, then choosing “we” makes this clear from the get-go and outlines a collective perspective.

It’s more authentic and relatable to write this way, and whilst it may feel tempting to write as “we” to sound more established, if it isn’t genuine, it can actually have the opposite effect and create distance and disconnection with your audience.

• DO YOUR RESEARCH

Look at your competitors and how they speak to their audience. Not only will this exercise give you an understanding of the vocabulary your target demographic responds to, but it will also highlight things you perhaps don’t like, along with things your competitors aren’t doing, which presents you with an opportunity to ensure your brand voice stands out.

It’s also worth noting non-competitor brands that market to a similar audience to give you deeper insight into the type of brand sound they resonate with and inspire ideas for your writing.

• APPLY YOUR BRAND VOICE EVERYWHERE

Your brand voice needs to be consistent across every touchpoint (online and offline), including your website, emails, point of sale, product packaging, and beyond. Essentially, wherever somebody encounters your brand, the communication that person experiences should flow effortlessly from one place to another.

You wouldn’t have different brand colours for different touchpoints, and the same goes for your brand voice; your wording needs to have the same tone and style everywhere it appears.

• KEEP YOUR BRAND VOICE UPDATED

Your brand voice will naturally evolve as your business grows. Mark in your calendar to review it regularly (ideally, every six months) to make sure it still aligns with your brand. If it doesn’t feel so to you, it won’t to your audience either.

Create a brand voice guide you can refer to again and again. In these guidelines, outline your brand tone, style and any rules, along with your values and communication objectives. Each time you review your brand voice, you’ll have a document to easily update, serving as a supportive tool for other team members to ensure consistency.

BEYOND THE BLOG

Brand voice isn't just a ‘nice-to-have’; it's a foundational and strategic asset to positively transform every part of your communications by acting as the link between your business and your audience.

If you’d like to truly master the art of brand voice, discover The Visionary, a self-paced brand voice masterclass for soulful female founders, entrepreneurs and creatives.