How to Find Your Brand Voice
Finding your brand voice is an essential (and fun) part of branding. Put simply, your brand’s voice is the personification of your product or service. Customers should be able to identify you from the competition by having a consistent tone and messaging – AKA brand voice. There are numerous factors to consider when establishing your brand voice. Keep reading to discover how to create a voice your customers will respond to.
Know Your Audience
Your target audience’s demographics and psychographics will guide your messaging. No matter who your target audience is, customers want a brand voice they can resonate with. For example, if your target audience is single mothers, you would want a supportive feminine voice. This would oppose the approach you’d take for college-aged male hockey players who would want a more laid-back and youthful voice. Choose terminology and a writing style that embodies the way your audience would speak. Take note of certain slang or trends that directly pertain to your target audience.
Determine Who You Aren’t
Using a deductive approach to establish your brand voice can help narrow down what you don’t want your messaging to sound like. Think of it like an acting exercise where you repeat the same message in every perspective possible. Analyze what traits would come to mind for customers who are looking at your brand with a fresh set of eyes. Not many customers want a brand voice that comes across as aggressive or pushy, so review your content from a customer’s perspective and ensure your brand voice has a positive impact.
Personify Your Voice
Consider your brand to be its own personality. Determine the characteristics and traits that your brand voice should have and how that would influence the perception of your company. A fun way to identify your brand voice is by picking a celebrity or character that embodies how you imagine your brand sounding. Is your brand stoic and wise like Morgan Freeman, friendly and self-aware like Dolly Parton, or quick-witted like Bugs Bunny? By making your brand voice a tangible character, you’ll have a quick reference for writing, editing, and pitching new content.
Play around with the unique and identifiable brand voice you’ve created to help your marketing campaigns stand out. Once you determine your brand voice, use it to translate authenticity and emotion, which align with current marketing trends.
Contact the experienced marketing experts at Sims Advertising to establish the branding strategy that’s best suited for your company.