How to form a clear voice and tone for your brand

This article was translated from our English edition using AI technologies. Errors may exist due to this process. The opinions expressed by the collaborators of Entrepreneur they are personal.

Perhaps your brand is already well established. Or… it’s an idea that lives in your head.

Either way, there comes a time as an entrepreneur when you end up wondering how to shape your brand voice and tone. Especially when we know how important earning consumer trust has become.

81 percent of people say they will buy from a brand with which they share values.

Your brand voice will be your golden ticket to creating an authentic connection with your audience and generating a river of new sales. But first, you must find it.

What is brand voice and how can you find your own?

Brand voice is the unique personality and tone with which you communicate with your customers and prospects.

Fortunately, it’s not complicated to learn how to form your brand’s voice and tone, it just takes a little effort. Follow these steps below to define a brand voice that is distinct, consistent, and directed at your target audience.

1. Look at examples of brand voice and tone

You should look at other examples of brand voice and personality before you start defining your own. To do this, write down some of your favorite brands and companies and their brand voice characteristics.

Here are two examples of world’s most valuable brands :

  1. Nike’s brand voice is a stellar example: it’s courageous and inspiring.
  2. The bubbly voice of the Coca-Cola brand introduces concepts of friendship, family and joy.

Explore your favorite brand voices and use those examples to establish a deeper understanding of what brand voice is and what it does.

Related: 4 Simple Tips for Finding Your Brand Voice

2. Complete a brand voice worksheet

You can complete some simple brand voice exercises to help shape your tone.

This will help you explore your target audience more deeply, define your competitor’s brand voice, and begin to discover the tone direction of your own brand.

I prepared a brand voice worksheet no hassle for you to fill out and get started. Feel free to take a look at the questions on the sheet and write down your answers when you are ready.

3. Write down the voice characteristics of your brand

Here’s the fun part (nest). Next, you’ll dig into your responses and define your brand voice and tone.

To do this, take a look at the words you wrote on your worksheet for inspiration. What is the immediate vibe you get from looking at your answers? Funny? Serious? inspiring? Hopeful? Young man? Direct?

Getting inspiration directly from the words you wrote is a great start. But you will have to be a little more existential with your thoughts about your business. So next ask yourself:

Which of the great truths of your brand connects the most with your ideal client?

For example, let’s say you’ve written that sustainability is the most important factor for your vegan body wash business. And his target audience is Generation Z. You’ll need to do some research on how, when, and where people born after 1996 are consuming topics related to sustainable and ethical skin care.

Related: 8 Steps to Bring Your Brand Voice to Life (Infographic)

4. Create brand voice guidelines and share them

This is your brand. Therefore, you need to be the captain of the ship guiding others to create according to your brand voice.

So how do you create brand voice guidelines? First, make sure everyone can access the features and details of your brand voice in a shareable document. That way, your entire team knows where to go to reference your brand tone when planning, writing, and editing content.

Be sure to include a section with similar brand voice examples so your team can get a tangible idea of ​​what you’re envisioning (screenshots work great).

Then make your voice brand guidelines comprehensive.

Are your sentences short and sweet like Apple’s direct brand voice? Include that in your guidelines. Is putting wellness first at the heart of everything your brand does? Put it in the guides. Will your signature color of yellow represent the fun tone of your brand? Include that in the guidelines too (and good for picking one, as signature colors can increase brand recognition by 80 percent ).

And since brand consistency increases revenue by 33 percent Not only will you need a place to keep your brand guidelines, but you’ll also need a plan. to implement them consistently.

5. Be consistent with your brand tone

If you’ve made it this far, you’ve worked hard to find your brand’s voice and tone. Don’t let it go to waste.

Now is the time to create a documented and sustainable business strategy. A plan that includes details on how to keep the tone consistent in everything your company publishes.

You can spend a lot of time and energy trying to find the right way to uncover your brand voice and consistently include it in your business strategy. Another option is to invest in a mentor who has already been there. The mentor can show you not only how to form a distinctive brand voice and tone, but also how to execute your brand without burning out.

Your customers crave authenticity from you, it’s up to you how you deliver it.

Related: Why having a strong brand voice is important for any business

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About Alex Marcell

He likes dogs, pizza and popcorn. Already a fanboy of Nintendo and Sony, but today throws anything. He has collaborated on sites and magazines such as GameBlast, Nintendo World, Hero and Portal Pop, but today is dedicated exclusively to Spark Chronicles.

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