5 Easy ways to find your Brand Voice
By Alain Sisam | Read: 7 mins
What is a Brand Voice?
A brand voice helps your audience recognize the personality of your brand when it interacts with them. It’s not linked to any one particular method of communication- rather, it’s the all-encompassing tone of your communication in general. READ MORE>>
What is a Brand Voice?
A brand voice helps your audience recognize the personality of your brand when it interacts with them. It’s not linked to any one particular method of communication- rather, it’s the all-encompassing tone of your communication in general.
It’s a representation of your personality, your vocabulary- and essentially, leads to the formation of your Brand Personality, Image, and Positioning.
It’s meant to be uniform and present at every touch point with your customers.
Okay, so how do I find my brand voice?
It may seem intimidating at first- but your brand voice usually doesn’t need to be created, rather it needs to be discovered.
It’s already there! And all you really need to do is find a process that shows you how to uncover it and share it with the world.
#1: What’s your vision, mission, and values?
Before putting in any work as to what your brand voice is, you need to be clear about who you are as a brand and what your core message is.
Usually, this step is completed as part of your brand strategy but if you haven’t done this yet, define your core identity now using the following process.
What is your Vision?
Why does your company exist? Be as specific as possible here, if your vision for the future of your business is unclear it will become increasingly harder to articulate this to your audience and your employees. Your vision statement is going to evolve with your business, once you have achieved your vision, you need to sit down and plot another course for your business.
What is your Mission?
Ask yourself the following questions: Why do we come to work here every day and do what we do? As with any endeavor, there’s going to be difficulties down the road, and having a strong mission statement will help focus your intention and keep you moving forward. Your mission statement has to be succinct so that it’s easier for your employees to adopt it into their day-to-day activities.
What are your Values?
What is important to your business? What is unique about working with your business? Your core values are extremely important to your business and can help determine how you do business at a foundational level. What kind of behavior do you want to reward your employees? Your values will incorporate into your organization and once uncovered can help you to move in a direction.
#2: Build User Personas
If you’re trying to find your brand voice, you’re going to have to consider who it is you’re talking to. A perfume brand won’t communicate in the way a health brand would. A 15-year-old won’t communicate in the same way a 35-year-old would. Your brand should always be authentic but it needs to communicate in a way that connects to your target audience.
Start by building 3-5 personas and consider how these people talk, the words and language they use, what do they read, what interests do they share… what’s their sense of humor. Use this guide to help develop your user persona’s if you find this exercise daunting.
#3: Model your business after someone familiar
For instance, if you’re selling meditations you may want to look at a thought leader in that industry and model them. This also works with actors or musicians who you feel connect with your brand. As yourself, who embodies my business, and then consider how they speak, dress and what some characteristics of this individual are. This is an exercise you can really have a ton of fun with, and at the end of it, you will have a fully formed character that you can refer back to when you feel like you’re not connecting.
#4: Examine the way you currently communicate.
Look at your last 20 tweets, facebook posts and blogs- look at your sales material, newsletters and consider the common thread.
Look at repeated phrases, words and descriptions. Are they cohesive? What can you use to further build your brand and what needs to be eliminated?
#5: Document your Brand Voice
The final step in the process is to document your newly uncovered voice in your branding guidelines.
To recap, the common elements you need to define is:
- Your Voice
- Your Tone
- Your Brand Personas
- Your Vocabulary
- Your Information / Messaging engineering.
For some inspiration, you can take a look at Legacy Creations Brand Guidelines.