A tone of voice expresses a company’s value and a way of approaching a business’s need. It cannot be created because of a trend that you think is cool. Branding requires a detailed examination of your products and services and the uniqueness you can impart to them. It begins by answering the question, “what is it you want to tell the world?”
There are plenty of ways to determine and create your brand voice and set a unique message across your audience.
Ways to Determine a Brand Voice
However, here are a few things that you can do to determine the brand’s voice:
1) Begin with determining the core identity
Before you upload and refresh your social media and website strategy, analyze “who you are”. It is crucial to articulate your core identity, whether you are just starting or have gone through a good business phase.
You can accomplish this by highlighting the vision, mission, and values.
. You will clarify “who you are”, “what you do”, and “why you do it”. To put it simply, determine:
- Vision- why does your business exist?
- Mission- What is the aim of the company?
- Values – What makes you different?
2) Research and create buyer personas for the audience
Different people communicate differently. But somehow relate somewhere to choosing a brand. Brands should communicate in a way that customers can relate to. To find similarities between your customers, create a buyer persona.
Identify who they are and why they will choose your brand above all or what makes them stick to you. Is it the product, the customer service, or an engaging marketing strategy?
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Knowing your customers well is the key. Google Analytics can tell you what sites or blogs your readers visit frequently. It helps you know so much about your audience, and thus, you can translate this information to determine and create your brand’s voice.
Take 3 personas first and determine how they think, what challenges they face, how they express themselves, how your brand can help elevate their lifestyle. It is like what you want the audience or customers to feel after they interact with your brand? It will help you find a voice with which they can relate well.
3) Review and analyze your content
The primary purpose of the content is to educate, inspire and market the product and brand’s voice as per the client’s expectations. Thus, look at your different content types and identify the tone you currently communicate in. For example, look at your recently published blog posts, social media content, Twitter tweets, email newsletters, etc.
Identify the pattern and similarity between the content. Can you identify the tone?
Look for specific words, phrases, and descriptions that frequently appear in your content. Exploring these will help you identify a few common threads. These common threads can help you identify a unique brand voice for your company.
4) Make your brand’s voice consistent
After spending good hours defining your company’s mission, vision, and values, you will like it the least for your efforts to go down the drain. Thus, ensure that your brand’s voice communicates the same message throughout your blog posts, social media posts, and emails.
When a customer opens a mail or goes through your company’s blog or home page, you should “hear” the same message across.
If your company uses internal writers, consider creating a training course for your writers and learning how to write for your brand. If you hire a guest blogger, highlight the same guidelines in the proposal and make sure the content aligns with those to set across the unique brand message.
5) Understand your “Why”
Your “Why” is the most essential brand voice determining factor. It underlines a brand’s purpose and the reason they exist. Understanding your company’s “why” will help you develop actionable marketing strategies and plan your brand’s tone of voice.
Decide on your “Why”, “How”, and “What” before creating your brand tone and story. It will not only help your audience have a glimpse of the backstory but generate trust as well. Help you communicate your business’s purpose.
6) Listen to your customers
Listening is indeed an appreciative trait, and brands should practice it often. Most companies don’t listen to their customers and don’t communicate effectively with them. This is the main reason they cannot attract the audience’s attention. Thus, focus on listening to your customers.
Identify the issues they are facing, take suggestions on how you can improve a particular product or service, identify their unique needs, and how you could cater to them. The most important part of listening to your audience is–CAPTURE THE TONE AND COMMUNICATE IN THE SAME WAY. Use the exact phrases, words, and themes they use the most. It will help them relate to your brand well and engage.
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7) Make a list of dos and don’ts
Every business has its set of rules and policies according to which it runs. Begin eliminating the unnecessary expectations of your customers by clarifying the list of dos and don’ts.
Most of all, figuring out what you don’t want your brand to be is a crucial step in choosing the right voice for your brand.
- Our brand is not pretentious
- The brand voice is not grandiose
Once you take out a statement like this, you can surely create a unique brand voice that caters to your audience’s wellbeing and doesn’t hurt their emotions or expectations.
8) Introduce the “WOW” Factor
The best way to amaze your customers is by introducing a WOW factor in your brand’s voice. It should reflect every business operation, from product marketing to sales and customer service interactions.
Thus, the brand should focus on providing unique customer experiences circled around the unique brand voice.
Thus, defining your brand’s unique voice by figuring out the brand’s unique value proposition and customer needs will help the brand catch many eyeballs.
When you know what your audience wants to listen to and when all you need is an excellent marketing strategy. By setting a unique tone of voice throughout, your audience will know you better and engage better.