Having a brand voice that is consistent and strong is a surefire way to stand out from competitors and be on top of the mind of consumers. After all, your brand voice is what drives all the content you deliver, from marketing to sales and customer service.
With the advent of the digital age, lots of brands have flocked
the Internet that consumers are bombarded with a cacophony of product
information. Not to mention being exposed to various slogan shouts from
traditional media like TV, print, and radio. That is why it has become more
difficult for brands to have a distinct voice and be heard.
Simply put, a brand copy is one of the factors that hooks consumers to your products, but the brand voice is the driving force that keeps it all forward and put together.
When you learn how to marry brand voice with your copy, you’ve got nothing to worry about, because then your copy will work for you.
But first, research what your potential clients would say and use
the language that would pretty much get them the first time they hear about
your brand.
First, what is the voice?
In copywriting, the voice is the sense, character, or idea the
readers get when they read your content whether it’s on social media, website,
blogs, etc.
When you’re able to distinguish between the differences of your
friends’ or family members’ personalities because of their own quirks, that’s
their voice you recognize. Or when you find a note on the fridge and remember
that messy handwriting is from a specific loved one, you know immediately who
left that message—because the trust you have for them makes it easier to recognize
who it was.
As a business owner, it’s important to identify a distinct brand
voice that would set off your marketing efforts. This will help your potential
clients trust your brand and build authenticity for your products and services
in the long run.
To achieve that, your brand voice must have the three main ingredients:
tone, rhythm, and vocabulary. Without these, you won’t be able to
identify a brand voice that sticks.
Tone is the character of the voice, it’s the color, it’s the feel of
your voice.
Rhythm is the pattern of the voice. Is it witty or serious? Does your
brand prefer long sentences or short ones? It’s the musical quality of your
voice.
While Vocabulary is the words the brand use. It should be
based on the tone and rhythm of the voice.
In order to succeed in branding, the first step is to humanize
your brand with a cohesive brand voice. There’s no better way to develop your
brand’s voice than these writing drills you can do through the worksheet I came
up with.
By using your imagination and getting help from your team, I’m
sure you’ll hit the right note in no time.
Steps to Identifying Your Brand Voice
- Pinpoint your brand’s quirks – personifying your brand is the easiest way to get your buyer personas hooked. This is the main reason why there are brands you’ve completely fallen in love with and maybe, hated—because of the character they portray. Think of it the way authors develop their characters in storytelling, there are archetypes, personal wounds, motivations, and so on. These are the things that fuel your brand to achieve a distinct voice.
Just like humans, a brand must have a personality that must be compelling enough to evoke an emotional response from consumers. This way, your brand can speak directly to leads, like an actual person.
- List down adjectives – This one comes as part of pinpointing your brand’s quirks, but I have to lay it out here to remind you. Talk to as many members of your company as possible to brainstorm ideas. Think of adjectives that describe your company’s purpose, or your company culture.
To make it easier, describe the kind of character you’re building as you point out its quirks. Once the same ideas have been repeated within your team, then you must listen to that, and use those adjectives to jumpstart your brand voice.
- Name your ideal spokesperson. Even if you’re not planning to get one, think of a celebrity or a famous person you want to represent your brand. This is one of the easiest ways to give your brand identity.
Once you have selected someone, briefly explain your reasons. Maybe you’ve chosen a comedian like Ellen DeGeneres for an endorser, then your brand voice must be funny. Or the Duchess of Sussex, Meghan Markle, then you may desire a sound that’s motivational and affectionate. Take your pick!
- Narrow down your ideas through a brand chart – Once you have identified your brand’s quirks, ideal spokesperson, and the adjectives that describe them, illustrate their relations in a chart.
Later on, you will realize how it could be an essential tool that will serve as a reference for the copywriter and your marketing team. This is so everyone in your team can consistently use the same voice while promoting your products and services.
Final Advice
That’s it! I’ve created a worksheet and shared it with you all for FREE because I want you to nail down your brand’s voice, so I hope it helps. This is important because it will eventually become a guide to write powerful copy that sells. And once you sign up for one of my web copywriting services, we can dig deeper into this.
Treat this worksheet like a piece of interview questionnaire
wherein you’re trying to get to know someone’s personality through this guide.
And that, my friend, is how you will develop your brand voice.
