We previously explored the importance of Brand Story in elevating your business. The benefits of telling a good story are true for any business, whether it’s an internationally known shoe brand or the mom-and-pop store in your hometown.
Today, we’re diving into a crucial element of brand storytelling, and I bet you can guess it just by answering one simple question.
When you get a phone call from your best friend, but you don’t see the phone number, how do you immediately recognize who you’re talking to?
You guessed it – their voice! You recognize the sound of their voice and the words they’re saying.
That’s why Brand Voice is so important too – so your customers and potential customers recognize you right away. The benefits of brand voice are the same as telling your brand story – trust, connection, differentiation. Those wonderful things people all across the world are searching for and will find in your brand.
Alright, let’s jump right into the step-by-step process of how you will find your voice and unlock your brand’s personality.
Step #1: Know Your Core Identity
At first, this seems simple. Of course you know your brand, no problem. But when you start trying to put it into words, maybe they don’t come as simply as you thought. Don’t fret. It really is simple, and I’ll give you five questions to start your internal analysis. Write your answers down.
- What is your brand name? (See, I told you this would be simple.) Why?
- What problem do you solve for customers?
- What is your brand’s mission?
- What are your core values? (What principles guide you in achieving your mission?)
- What makes your brand unique?
Here’s why your answers are important. In Step #1, you establish what your brand stands for before considering how to say it. You are laying the foundation.
Step #2: Identify Your Target Audience
Now you know who you are. You need to learn who your customers are and how to communicate with them.
For this step, do the research.
Begin with existing customers.
- Sales Data: Look for commonalities in who buys what.
- Customer Surveys/Feedback: Directly ask your existing customers about their demographics, interests, and why they choose you. (Reward them for their time.)
- Social Media Analytics: See who is engaging with your content.
Then, research who your competitors are targeting and how they are similar and different to your current customers.
Step #3: Define Your Brand’s Personality
This is such an exciting step – your brand will be exactly what you decide.
Imagine your brand as a person greeting each customer as they enter the store (virtual or real). What personality traits do you want your brand to have? How should this persona come across to your customers?
- What is the tone? (formal, casual, witty, authoritative, etc.)
- What is the speech style? (technical, conversational, poetic, etc.)
Picture this persona interacting with your target customers: how your customers would speak and how your persona would respond and vice versa.
Choose 3-5 adjectives you want your brand persona to encapsulate. Don’t slack on this part. Choosing friendly could backfire. What does that look like?
Compare your persona to a personality you know, whether that is a celebrity, a political figure, or some other well-known character. This will help you connect with your brand, which will make it easier to connect the brand to the customer.
Step #4: Translate Personality into Your Own Brand Voice Guide
In Step #1, I told you to write down your answers to the questions about your brand. Putting everything in writing is essential to not only creating your brand but establishing it. Now that you have your Brand Personality established, it’s time to turn it into your Brand Voice.
From Adjectives to Action: Creating Your Brand Voice Guidelines
I love a good style guide. Every company should have one. It’s important for every aspect of the company but especially for marketing and communications. A style guide simplifies everything and ensures consistency. For these reasons, I highly recommend creating a style guide for your brand immediately and adding to it as necessary.
What to include in your style guide:
- Core voice adjectives: the chosen personality traits
- Tone variations: how the voice might adapt for different situations (e.g. social media vs a formal press release)
- Specific phrases
- Examples of language
- Stylistic choices to use and avoid
Research sample style guides or guidelines to give you an idea of what information to include in your guide and what makes sense for your brand.
Step #5: Implement, Test, and Refine
Use your Brand Voice. Use it across all platforms – website, social media, emails, customer service.
Get feedback. Talk to your audience and talk to your team. What’s working? What isn’t making sense?
Analyze and refine your voice based on feedback you receive over time. Your voice will grow as your brand grows, but it should always hold to its core identity.
Brand Voice is Your Brand’s Superpower
Remember to keep your Brand Voice consistent so your customers recognize you anytime and anywhere. Your voice tells your story and connects you to your customers.
So, what are you waiting for? Start defining your brand’s voice today and watch your connections grow as your unique personality shines through!
