Your brand voice is more than just words; it’s the personality of your brand’s communication. Whether you’re writing a social media post, crafting an email, or developing a website, your brand voice helps create a cohesive and memorable experience for your audience. Here’s how to uncover and define your brand voice to stand out in your industry.
A brand voice is the distinct style in which your business communicates with its audience. It’s the tone, word choice, and rhythm of your messaging that creates a consistent identity across all platforms. Imagine sitting down with your best friend versus attending a formal business meeting. The way you communicate in each setting varies—and so does your brand voice depending on your target audience and goals.
Your brand voice builds trust and connection with your audience. It helps:
Finding your brand voice doesn’t have to be complicated. Follow these steps to clarify and describe your brand’s unique style.
1. Define Your Brand Personality
Think of your brand as a person. How would you describe them? Are they playful and quirky, or serious and professional? Use adjectives to outline the personality traits that align with your brand’s mission and values.
2. Understand Your Target Audience
Your brand voice should resonate with your ideal customer. Consider their preferences, problems, and the tone of communication they’re most likely to respond to. For example, a youthful audience may appreciate a casual, trendy tone, while a professional audience might expect a formal and polished style.
3. Audit Your Current Content
Review your existing communications, including social media posts, emails, and website copy. Identify patterns in tone and language, and assess whether they align with the personality you want your brand to portray. Note inconsistencies and areas for improvement.
4. Position Yourself on the Brand Voice Spectrum
Your brand voice exists on various spectrums. Ask yourself these questions:
5. Write a Brand Voice Guide
Document your findings to create a brand voice guide.
Include:
playful, witty, sarcastic, edgy, snarky, cutesy, clever, punny, dry, humorous, silly, zany, cheeky, upbeat
Serious:
professional, authoritative, trustworthy, informative, commanding, sincere, refined, direct, polished, intellectual, logical, composed, pragmatic, clear
Matter-of-Fact:
straightforward, blunt, factual, confident, clinical, frank, impartial, concise, precise, factual, no-nonsense, balanced, practical, accurate
Enthusiastic: cheerful, motivational, bold, inspiring, upbeat, spunky, passionate, energetic, exuberant, optimistic, lively, daring, hopeful, vibrant
Conventional: traditional, nostalgic, respectful, polished, conservative, reliable, rooted, understated, mature, disciplined, cautious, predictable, modest, grounded
Quirky: whimsical, irreverent, dreamy, spiritual, provocative, eccentric, imaginative, innovative, daring, offbeat, oddball, artistic, avant-garde, whimsical
Formal: classy, mature, sophisticated, polished, modest, poised, composed, elegant, dignified, refined, courteous, ceremonious, stately, official
Casual: conversational, friendly, trendy, empathetic, natural, relatable, laid-back, personable, approachable, modern, open, spontaneous, chill, savvy
Your brand voice should shine in:
However, avoid overly casual or stylized language in sensitive communications like HR messages or payment forms. For example, while a playful tone might work on your homepage, it’s best to use clear and professional language in your checkout process to instill trust.
Your brand voice is a powerful tool that shapes how your audience perceives you. By finding and defining your unique tone, you’ll create a cohesive and authentic brand identity that resonates with your customers. Ready to build your brand voice? Start with these steps and watch your communication transform.
Brand voice refers to the overall personality and style of communication, while tone adapts to fit specific situations or audiences.
No, but a brand can have multiple tones to suit different contexts while maintaining a consistent voice.
Review your guide annually or after major brand changes to ensure it remains relevant.
Lack of consistency, overcomplicating the voice, and ignoring audience preferences are common errors.
Absolutely! A clear brand voice helps small businesses stand out and build strong customer relationships.