Everything you put out into the world from your brand’s social media builds the personality of your company – that is your brand's voice! Creating a brand voice is imperative because a it helps solidify the purpose and motivation behind a business. It’s how you connect with your audience and keep them coming back to you. Here are some tips on how to guarantee you get your brand voice across in the way you want.
1. Create the character for your brand
It is essential to know your brand inside and out to create a good brand voice. You need find out its personality - funny, quirky, professional, matter-of-fact. This choice will depend on how you want an audience to perceive your brand. An easy way to start is by choosing a few adjectives to describe what your brand is, and what your brand is not. Be as specific as you can. Examples include: confident but humble, social but not boisterous, clever but not sarcastic. Essentially, you are building who you are as a brand and giving viewers a reason that sets you apart from the competition. In short: define your voice, then keep it consistent.
2. Know your target audience
This one seems fairly simple, but it is something easily overlooked. You need to understand your target audience, who you are trying to reach and what they care about. Speak in way that is relevant to them, and in ways they want to receive the information. For example, would it be more effective to reach someone in your target via a native advertising article or a short funny clip?
3. Be authentic
While it is important to strategize in creating your brand voice, be careful that you do not sacrifice authenticity. Though using other brands as inspiration for creating your own in the beginning can be a great jumping off point, you do not want to be something you are not. If you lose what makes you unique, it comes off as fake or trying too hard to an audience and it will show through. You want to give an audience a personal look at your brand, and being fake or unauthentic will not get you the audience you want. Every brand should be willing to open up and relax. Regardless of what your brand voice is, authenticity is key.
The final important part of brand voice is to just keep moving forward. If you do not get a solid brand voice right away, that’s okay, just keep trying until you figure out what you are going for. Brand voice is like language, it is fluid. It changes and adapts at every stage of a brand’s life cycle. Because our world is ever-changing, as a brand you need to be adaptable and be a lifelong-learner. Ultimately, never be “finished” creating your brand voice.
Story by: Amanda Carneglia