I truly believe that copywriting is the unsung hero in marketing. Exceptional copywriting creates a distinct brand voice, and finding a consistent voice for your brand is crucial—but it needs to feel authentic and resonate with your ideal audience.
Disclaimer: When I say find an authentic voice, I don’t mean make everything sound like your CEO is saying it, because that would be THEIR brand. It’s important to begin shifting your view of WHO the company/brand really is on its own, and as it’s own entity. Imagine (and maybe knock on wood) that your company completely ‘cleans house’ and has no employees behind it… there should still be an unshakable presence of WHO that brand is. Personnel turnover should never affect a strong brand voice.
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Here are a few examples of very prominent and familiar brand voices (and you most likely have no idea who is actually behind the copy – but that’s the point!). You can feel the brand speaking for itself with a very clear target audience. They know who their ideal consumer is and they consistently speak to them.
What is a BRAND VOICE?
In the realm of branding, the term “brand voice” is often used without a clear definition to anchor it. Some liken it to your brand’s personality, often depicted as a matrix of brand traits along with associated guidelines on how to express them effectively.
Finding CONSISTENCY
A consistent voice lets you control and shape how others see your brand. If you’re speaking proper Queen’s English on one product page and then short-hands or slang on another, customers can’t tell who you are OR if you’re right for them.
FORMALITY is Key
Formality is a crucial aspect of defining your brand’s voice. It influences not only the content you create but also how you communicate it. Think of it as your brand’s dress code, ranging from completely casual to perfectly professional.
It’s important to recognize that formality can vary across different brand materials.
As you set your level of formality, consider:
- Who are your customers?
- What product or service are you selling them?
- Where and how do you interact with them?
Setting the TONE
To ensure brand voice consistency beyond formality, you need to find your tone.
Here are a few things to try out:
- Writing down personality traits that capture your brand
- Writing down personality traits that do not capture your brand
- Creating a list of sample words that reflect your brand personality
- Finding writing samples that showcase this tone
Reminder, we are trying to find the “North Star” to follow to stay consistent and on brand, and sometimes these things are subjective so do not strive for perfection. It’s notably difficult to try and perfect a “feeling”. This exercise is also a good opportunity to reflect on your brand. Are you living up to your core brand traits in your existing content? If you start to see some gaps, you could be due for a brand audit or value messaging workshop.
Creating Brand Voice Guidelines
Now that you’ve got a grasp of what shapes your brand voice, it’s time to take action. The next step involves implementing these insights effectively, and the best way to do so is by creating a set of brand voice guidelines.
These guidelines should cover various aspects, including:
- Length and structure of content
- Grammar and spelling standards
- Level of formality in communication
- Company-specific glossary of terms
- Brand personality and tone
- Writing samples for reference
With these specifications, you’ll ensure consistency across all your content, regardless of who’s writing it. Consistent messaging, rooted in a clear brand voice, lays the foundation for building brand recognition and fostering customer loyalty.
