What do you sound like? Finding your brand voice (and using it everywhere)

Hello again!,

As you might remember, previously we’ve talked about how your brand is the whole package: colours, visuals, in general, the feeling and experience. But there’s another super important piece of that puzzle that often gets overlooked: your brand voice.

Let’s think of it this way, if your brand was a person, what would they sound like? Would they be that super enthusiastic friend who’s always excited and smiling? or the wise, knowledgeable mentor who offers calm advice? or maybe that slightly sarcastic folk who always has a clever remark?

Your brand voice is essentially your brand’s personality expressed in words, the style and tone you use in all your communications, going from your website copy and social media posts to your emails and even your customer service interactions. And just like a real person’s voice, it plays a HUGE role in how people perceive you and how they connect with you.

Why does your brand need a voice?

You might be thinking, “Do we really need to worry about how we sound?” The answer is an absolute YES!

Here’s why:

• Builds recognition: The same way you often recognize a friend by their voice alone, or even by the way they write you a message, a consistent brand voice makes your communications instantly recognizable, making it easier for people to remember you.

• Creates connection: When your voice resonates with your audience by using a language and a tone that feels familiar and comfortable for them, you build a stronger connection.

• Conveys personality: Your voice adds personality into your brand helping you to stand out and telling people what kind of company you are. Are you playful and approachable? Serious and professional?

• Builds trust: A consistent and authentic voice builds trust. When you sound like yourself every time, people are more likely to believe in you and what you have to say, specially during our days, where internet is filled with AI generated content

“Okay, I’m convinced. So, how do I find my brand voice?” you may ask

Well, just to be clear, this is not about faking a persona, it’s more about uncovering the genuine voice that best represents your brand’s core. Here are a few steps to get you started:

1. Know your who, what, and why (yes, again!): Remember those foundational questions we talked about with your brand identity? Your mission, values, and target audience are key here too.

   • Who are you talking to? What’s their language? What kind of tone do they respond to? (Think back to those personas we created!)

   • What are you saying? Is your content informative, entertaining, instructional? The nature of your message can influence the tone.

   • Why do you exist? Your core values and mission should underpin your voice. If you value honesty, your voice should be transparent and direct.

2. Pinpoint your brand personality: Think about those personality traits you identified in the Brand Foundation Workbook. Are you playful, sophisticated, down-to-earth, innovative? These traits should shine through in your language. If your brand is “energetic,” your voice might be enthusiastic and upbeat.

3. Imagine your brand as a person (again!): This can be a fun exercise. If your brand walked into a coffee shop, how would it order? What kind of small talk would it make? What kind of emojis would it use in a text? This helps you visualize and articulate a more human-like voice.

4. Define your tone pillars: Think of 3-5 adjectives that consistently describe how you want your brand to sound. Examples: Helpful, Direct, Enthusiastic, Empathetic, Knowledgeable. These pillars will act as your guidelines.

5. Create a voice chart (optional, but really helpful): You can even create a simple chart with your tone pillars and examples of what that sounds like (and what it doesn’t sound like) in practice.

Using your voice everywhere (consistency is THE key)

Once you’ve nailed down your brand voice, the real work begins: using it consistently across everything you do. This includes:

• Website copy: From your homepage to your product descriptions, let your voice shine.

• Social media: Every caption, every reply should reflect your brand’s personality.

• Email marketing: Your newsletters and customer emails are prime opportunities to connect with your voice.

• Customer service: How your team interacts with customers should align with your overall brand voice.

• Video scripts & podcasts: If you’re using audio or video, the way you speak is a huge part of your brand voice.

A little effort, a lot of value and connection

Finding your brand voice might take a little soul-searching and experimentation, but it’s absolutely worth the effort. When you communicate with a clear, consistent, and authentic voice, you build stronger connections with your audience, stand out from the noise, and create a brand that truly resonates.

So, what does your brand sound like? Let’s get those vocal cords working!