Similar to brand identity, a brand tone of voice can make your audience perceive your business in a certain light. This includes the words, communication style and emotional tone you choose to deliver your brand messages. For example, it covers any written contents such as social media, websites or emails. This helps craft a memorable and consistent brand image that builds trust with customers. In addition, it also differentiates your business from your competition and boost your market position. A well-established brand voice not only helps your business to stand out, it also informs the public of your unique goal and vision. How to create your brand tone of voice?

Here are a few tips to help you craft a powerful brand voice. 

Find Your Brand Identity and Core Values

As for any permanent marketing decision, your brand tone of voice should reflect your identity and purpose. Consult your brand’s core value and mission statement to define who you are and what you stand for. Imagine your brand as a real individual or celebrity. Who are they? What do they sound like? How do they carry themselves? Write down adjectives and characteristics that look and sound relevant .

Now that you’ve established a clear picture of your brand alter ego, it is time to examine your ideal customer.

 

Research Your Audience

Your voice should match your brand personality and resonate with your target audience.  

Get to know your customers. Find out their interests, what they read, watch and how they interact with each other. Are you targeting an older generation of users? You might have to avoid slang language to sound more conservative and reliable. Is your audience adventurous? You might find that an upbeat, bolder tone of voice attracts and keeps their attention. 

Consider your audience’s age, gender and cultural background before addressing them. Write the characteristics of your ideal customer and compare them with your brand personality.

 

Find The Right Pitch and Be Consistent With It

With your brand personality and ideal target audience in mind, it is now time to create your voice. It could be useful to list unwanted attributes to narrow down your decision. For example, if your goal is to sound authoritative and knowledgeable, you might decide to discard familiarities but also avoid sounding patronising.  

Above all, your brand is unique and it might require some exploration and tests before finding the right ‘pitch’. Will you sound quirky, caring, passionate or more scientific? Have fun in the process!  Most importantly, be consistent with your communication. 

For instance, if one day your brand communicates with jokes and lighthearted comments and becomes suddenly serious and detached another day, that mood shift is likely to confuse the public. They might not understand what your real identity and message is. Think of your connection with consumers like a relationship between two people: consistency in behavior and communication favors closeness and intimacy.

If you’d like help to create your brand tone of voice, please get in touch. We offer a FREE 30-minute consultation