Brands with strong, consistent voices are able to stand out from competitors and connect with consumers. If you're like many companies and have more than one core target audience, select an individual within each segment. Your audience also differs in regards to their familiarity with your company. 5 exercises to find your voice There's no one way to develop your brand voice. With social media allowing brands to speak directly to consumers, it's helpful to think of your brand as an actual person. Go where your audience is. Select the celebrity you think would best represent your company, and examine why you chose them: if you choose an esteemed actor, for example, you may desire to sound distinguished. When you've written some content, read it out loud to yourself or to an audience. Vocabulary: Outline a few areas of vocabulary, including jargon, slang, and swear words, and whether you allow their use. Keep your tone of voice consistent across all media in order for customers to recognize your brand over noisy competitors.
Each day, consumers are bombarded with a cacophony of brands. Taglines and slogans shout from TV, radio and the Internet; they vie for attention on store shelves and billboards. It can be difficult for consumers to make sense of the noise, and it can be even more difficult for brands to be heard.
Brands with strong, consistent voices are able to stand out from competitors and connect with consumers. Your brand’s voice is what every consumer should hear whenever and wherever they encounter your product or service. It is the voice that drives all content, from marketing materials to social media and customer service.
Who are you talking to?
One of the first steps to shaping your brand voice is to identify the voice of your audience. If you’re like many companies and have more than one core target audience, select an individual within each segment. Create personas for these individuals and “interview” them, asking questions like “Where are you from?” or “How do you get to work?”
Identify a common theme throughout your audiences and ensure that the voice can speak about this theme to all audiences equally. Ultimately, you want to understand exactly what each audience segments thinks about your industry and what they want or expect from your company.
Your audience also differs in regards to their familiarity with your company. A new customer may not appreciate the same level of informality as someone who is a longtime subscriber to your newsletter, so the tone of voice should adjust accordingly.
5 exercises to find your voice
There’s no one way to develop your brand voice. With a few exercises, using some imagination and with or without the help of…