Finding your brand’s voice

In finding fresh ideas to voice a brand effectively, it is possible to face obstacles such as writer’s block. However, through intensive research, a more straightforward path can be found.

The personality and emotions infused into a company’s communication are known as its brand voice, an essential element for any company. Consider creating a voice chart to help find a brand’s unique voice.

Begin by gathering various content samples, including videos, web pages, e-books, and social media calendars. Next, critically evaluate each sample and set aside those that could belong to any competitor. The goal is to narrow down examples into pieces distinct to the brand. Then, print these examples and group together those that share a similar feel.

Next, describe the brand voice in three words. Then, collaborate with key content creators and brand identity owners to review the selected content and identify common themes. Then, group these themes into three related categories.

To further develop the brand voice, consider describing it as if it were a person. Then, define each character and explore how they manifest in audience communication, content creation, and focused topics.

For example, a brand may embody passion, quirkiness, and authenticity. Passion is expressive, enthusiastic, heartfelt, and action-oriented. Quirky may be irreverent, unexpected, and contrarian. Authentic may be genuine, trustworthy, engaging, and direct. Defining a brand voice creates a cohesive communication strategy that resonates with the audience and sets the brand apart from competitors.

Create the brand voice chart to ensure content consistently uses the same voice. This tool is an essential reference for illustrating how a brand’s voice manifests more concretely in every content, both in text and visuals. Each chart should include three rows for the primary characteristics, with a brief description and corresponding do’s and don’ts. If necessary, add a row for any secondary characters that require further explanation.

To ensure writers understand how to implement the brand voice, meet with the content creation and communication team to walk them through the chart. Provide them with a laminated or card-stock copy of the chart for reference and ensure an electronic version is available. Additionally, provide examples of content that successfully aligns with the brand’s voice and revise existing content that does not reflect the defined voice.

Revisit the brand voice chart periodically, especially when the brand messaging evolves, or new competitors enter the market. Convene key content creators and communicators quarterly to identify voice attributes that may not work well or are more aspirational than feasible. For example, suppose “irreverence” is initially included but proves challenging for your writers to flex or consistently gets deleted by key approvers. In that case, it may be time to refresh the brand voice or adjust the corresponding do’s and don’ts.