What is Brand Voice and How Can You Define Yours?

Ever felt that deep, genuine connection with a brand, like it’s speaking your language? That’s the magic of brand voice. It’s the unique way your brand communicates – the words it uses, the tone it conveys, the personality it embodies. In this article, we’re diving into the art of defining your brand voice, making it uniquely yours, and connecting with your audience in a way that builds trust and loyalty. 

Brand voice is a lot more than words on a page. It becomes apart of your brand’s identity that distinguishes you in a crowded market. Your brand voice can make or break how your audience perceives you. 

Let’s take a look at some examples. 

Dove is a great example that most people are familiar with. Dove’s brand voice is all about inclusivity and empowerment – evident in campaigns like “Real Beauty,” which challenges traditional beauty norms with messages like “You are more beautiful than you think.” This messaging takes the brand beyond personal care products and instead tells a story of authenticity and self-acceptance. 

Another distinctly unique example is Old Spice, which is known for its bold and irreverent tone. Old Spice’s iconic commercials entertain audiences with humorous monologues in campaigns like “The Man Your Man Could Smell Like.”

A well-crafted brand voice is not just about what you say but how you say it, forging a connection that goes beyond transactions. It builds trust, evokes emotion, and, most importantly, transforms your brand from a mere entity into a relatable personality that resonates with your audience. 

Start by doing an audit of your current brand voice. Review your existing content, from website copy to social media posts, and assess the consistency, tone, and messaging. Is there any intention behind the language you use? Does your messaging feel authentic to your brand’s purpose?

This process allows you to understand where your brand voice currently stands, enabling you to identify strengths and weaknesses. It’s a crucial first step toward aligning your communication with the essence of your brand.

Next, let’s do a “word dump” – jot down all the words you can think of that describe your brand. If it were a person, what kind of personality traits would they have? And just as important, what traits do you want them to avoid?

Then, think about your audience. What resonates with them? Are they looking for a brand that’s caring and empathetic? Or do they need a bold, confident leader? 

Circle all the words from your word dump that best describe what your target audience will be looking for. Narrow your list down to 3 or 4 key descriptors. Then, grab some examples of your current content – a paragraph from your website, a social media caption, an advertisement – and try revising this content by implementing your new voice descriptors. 

Once you’ve identified your brand voice, maintaining consistency is crucial for building a strong and recognizable identity. Consistency ensures that your audience can easily connect with your brand across various touchpoints. However, it’s essential to recognize that while consistency is key, there may be instances where your brand voice adapts to suit different contexts and audiences.

Tailoring your brand voice to specific content and communication channels allows for more nuanced and effective communication. For example, a brand with a generally friendly and casual voice on social media might adopt a more formal tone for a press release or official statement. This adaptability showcases your brand’s versatility and understanding of diverse audience expectations. Striking the right balance between consistency and adaptability allows your brand to resonate authentically in various scenarios, building stronger connections with your audience.

All in all, defining and cultivating a distinct brand voice is not just about words; it’s about crafting an authentic personality that resonates with your audience. By understanding your brand’s unique qualities, staying consistent, and adapting when needed, you can create a compelling brand voice that not only reflects your values but also forges lasting connections with your target audience.

Ready to find your brand’s voice? Let’s talk about it.