4 Steps to Defining Your Brand Voice
It’s difficult (nearly impossible) to market your company if you haven’t nailed down your brand voice.
Brand voice is how you present your company to the world. It’s the tone you use in emails, on your website, and advertising. Your voice can be anything — serious, fun, maybe a little sassy or sarcastic — but it should always be consistent.
Before you launch your next marketing campaign or send your next email, define your brand voice in 4 simple steps:
1. Ask Yourself Some Questions
Your audience can’t figure you out if you haven’t taken the time to figure yourself out. The very first step in defining your voice is laying out the basics:
- What does your company do?
- Who are your customers?
- How do you want your customers to feel when visiting your website/viewing your social media?
2. Brainstorm 3 Words that Describe Your Brand
Sit down with members of your team and start brainstorming words that best describe your brand. Consider the questions you answered in step one. This brainstorm session could easily fill a wall-sized marker board, I’m sure, but narrow this list down to three words.
Remember these words! They’ll act as a reminder to keep your voice clear and consistent.
3. Find Inspiration
Just like the great artists who came before us, we can find a muse to spark inspiration. More power to you if your muse is a gorgeous love interest, but you’re more likely to find inspiration in the brands you admire.
Check out a list of 22 companies with really catchy slogans and brand taglines. Then browse the top 15 ad campaigns of the 21st century.
4. Create a Test Group
The final step in nailing down your brand’s voice is testing it. This doesn’t need to be an official test group — just gather family and friends you trust to be honest. Present a brief overview of your brand’s newly minted voice, then field questions and gather feedback from your test group.
Ask your test group:
- What is your first impression?
- Is the message clear?
- What three words would YOU use to describe the brand?
- Overall, how do you react to the message?
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