Crafting a brand voice is essential to developing a distinct identity for your business. It helps create a consistent and recognizable tone across your website and other communication channels. Simply put, the brand voice amplifies your mission, and values and shows people what your brand is all about.
Brand voice helps
- Convey the image, mission, and values of the brand,
- Make a statement to the consumer,
- Establish an emotional connection with the reader,
- Be memorable,
- Increase trust and loyalty to the brand,
- Scale up sales.
It can be funny (Old Spice), serious (Forbes), official (Nielsen Norman Group), casual (Monzo), respectful (Microsoft), or bold (Netflix).
How to create it?
Review the company’s values and mission.
- Why was the company created?
- What sets it apart from others in the same field?
- Competitive advantages and disadvantages?
- Social purposes?
- Does the audience value luxury or democracy?
Know your audience and communicate with them in their language, both literally and figuratively. Like moms of little ones have their language and marketers have their slang, translators also have unique jargon. Get to know your audience better:
- Study their accounts and areas of interest.
- Sense of humor.
- Make a list of the words they use.
Analyze the websites and accounts of your competitors. Study their texts’ stylistics, length, idiomatic expressions, and topics that generate the most reactions.
Find representatives of your target audience in your surroundings and learn about the products and services they purchase, how they choose sellers, what they like, and what they don’t. Of course, there is a remarkable marketing research technique called a focus group, but if you don’t have the opportunity to conduct one, talking to two or three audience representatives can be helpful.
Create avatars of the target audience – ideal representatives – and provide detailed descriptions of
- who they are,
- how they live,
- what they fear,
- what they dream of
- what they plan
Then try to compose short advertising texts for them. Do you think they will be engaged? Will they like it?
You will understand how to communicate with your target audience by conducting such an analysis. And if you don’t have the time for it, you can delegate this task to professionals like us. We create content aligned with the business goals that work for you!