Brand Voice Creation
Brand voice goes beyond style; it’s a way of thinking about and approaching your target market. The only thing worse than no brand voice is trying to copy the brand voice of a successful competitor. Me-too brands lack authenticity – and authenticity is important to 86% of all consumers.
It all begins with research: into your business, your industry, your competitors, and your audience. Research can run the gamut from third party studies to custom surveys of your constituencies using a platform like Typeform. Once I have a good sense of where you stand in the market, I can begin fitting the puzzle pieces together.
I use research to zero in on what you do better than your competition – your unique selling proposition. I also winnow down the mass market to your best audience. I create audience personas so that the demographic and psychographic traits of your most likely customers are defined and we can speak their language.
Now it’s time to pull together the personality and language that will express your brand. If, for example, convenience is one of your selling points, your brand voice should be simple and easy to read. Things to consider are writing tone and attitude, the degree of formality, the amount of jargon, first vs. third person, punctuation, etc.
The last step is define the guidelines for the use of your brand voice approach and style. Guidelines ensure consistency when multiple writers work on projects across different media channels. Brand voice guidelines are also useful to translators. Guidelines must be updated whenever changes are made to your voice.
Brand Voice Projects
- Industry research using sources such as proprietary studies, industry publications, and aggregators including Statista
- Online surveys of your employees and customers to gain insights into their perceptions of your brand
- Phone interviews for more in-depth research into brand perceptions
- Research into the market position and branding of competitors
- Development of audience personas using market information
- Analysis of data including SWOT matrix
- Development of brand voice and definition including degree of formality, use of slang and jargon, first vs. third person, attitude and personality, reading level, use of punctuation and formatting such as capitalization, contractions, use of humor