September 1, 2021
By Angel Rizo
Read Time :
9 min

Find a Unique Brand Voice for Your Content Writing Strategy

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Reading Time: 9 minutes

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Reaching your audience is not enough to achieve your business goals. To be effective, every type of communication must be able to make a true impact and allow you to connect with your audience. By finding your unique brand voice, you can turn your messages into persuasive sales tools. Quality content writing services can help you express and enhance your brand personality to achieve concrete and measurable results.

​What is a brand voice?

A brand voice is how a brand expresses itself and communicates with its audience. It goes beyond the grammatical structure and language used, as it references the brand’s intentions and personality. Together with visual attributes (shapes, colors, images, typography), it forms the brand identity, emphasizes its unique character and differentiates it from competitors.

Just as you should take care of the way your brand looks, you should also pay attention to the way it sounds. Your brand voice should reflect the values and essence of your brand as well as your raison d’être. It should reflect how you relate to your audience. The brand voice must be consistent and permeate all communications. But be careful! This does not mean that you should always use the same tone or repeat a message.

What is the difference between brand voice and tone of voice?

These two concepts are often confused. While the two are related, they are still different. Think of your favorite singer. Even if in one part of a song, he or she reaches higher registers and sounds different, you can still recognize his or her voice. The same applies to brands. Your brand voice is your personality; it is a particular and distinctive characteristic. Tone is the modulation adopted at a given moment, depending on the type of communication or the audience.

Another way to explain this is to make a comparison to our own way of speaking. When we talk to our family or friends, we express ourselves differently than we would with a stranger. It is the same with the brand voice. Different tones are adopted depending on the situation and the intention of the communication. However, the essence must remain unchanged, so that the brand is recognizable.

Why is it important and what are the risks of not building your brand voice?

A brand voice is an expression of identity. The words or phrases used reflect the personality of the product, service or company. All of your communications help shape the brand image that your audience perceives. Leaving such an important issue to chance is a risky decision.

Aptly and adequately defining your brand voice will enable you to:

Be memorable

Establishing a presence in the minds of your current or potential consumers is essential for actual consideration in a purchase decision. It is important to make an impression. Your target audience is much more likely to remember you if you speak directly to them and use their language.

​Differentiate yourself

A unique brand voice will differentiate you from your competitors. To stand out from others, you must make it very clear what your values are and how you can help your customers. Brand personality plays a decisive role in purchase motivations.

Building trust

Human beings tend to trust and feel comfortable with those who share their values and beliefs. Your brand voice can establish a strong bond of familiarity with your audience. It will allow you to make a meaningful connection with your audience and influence them.

Examples of successfully integrated brand voices

If you still have doubts about the importance of having a well-defined brand voice, these examples of brands that have successfully integrated their brand voice into their content writing strategy will help you understand the benefits involved. Remember that, intended or not, all your communications convey a brand identity. It is therefore a good idea to stop and think about what you are saying to your audience and how you are perceived. Take a look at what these brands have achieved:

​Sharpie

The Sharpie Instagram account is overflowing with creativity, fun and practicality. Their brand voice has positioned their products as synonymous with originality and inspiration. We all know that Sharpie pens are tools for writing and drawing, but, through the company’s content, we also associate them with the freedom of creation.

Starbucks

Starbucks has masterfully managed its brand voice. They know how to adjust the tone of their communications to the objective of their message. Thus, they have managed to combine functional and image content to create a professional, yet entertaining identity. Starbucks is coffee, whether we are talking about the quality of the product or the emotions it arouses.

​Old Spice

Old Spice is one of the best examples of brand rejuvenation. True to its personality, Old Spice expresses masculinity. Nevertheless, this product has been able to adapt to the evolution of this concept, making a masterful use of humour. Their witty and enjoyable communications have succeeded in captivating younger audiences. The brand utilizes both traditional media and social networks, including profiles on Facebook, Twitter and Instagram, to deliver its content. The latter promotes the active participation of the audience in challenges and contests.

How to find a unique brand voice, step by step

How to find a unique brand voice and apply it to your content writing strategy 001

To find a unique brand voice, you need to pay attention to the elements that define the brand. The way your brand “sounds” depends not only on your intention but also on who perceives it and how they perceive it. 

Brand voice is the result of a combination of five factors:

 1. Audience
2. Brand personality
3. Emotionality
4. Tone of voice
5. Language

​ 1. Audience

Everything your brand communicates is decoded by the audience, according to their interests, needs and expectations. To ensure that your brand perception matches your intent, knowledge of your target audience is crucial. A first step is to become familiar with their demographics: their age, where they are, their gender and socio-economic data. Market research and statistics can guide you in this regard. Tools such as Google Analytics are also useful.

But this is just the beginning. You need to know what they want and what obstacles they face. This makes it possible for you to identify how your brand can satisfy them. Social listening is a good way to gain a better understanding of consumers’ desires and difficulties.

With this information, you can create a profile of your ideal client or buyer persona. This includes both your current consumers and your potential customers. Imagine what this person is like. How old they are, where they live, what they do professionally, how they communicate, what media they use and so on. Dig into the details and give this person a name. When you think of a brand message, imagine you are talking to this ideal customer.

​ 2. Brand personality

You probably think your brand has a very well-defined personality. But, if you had to describe it, how would you do it? Often, the character of the brand blurs over time and becomes vague. To create your brand voice, you must go back to the basics. Reflect on what motivated and guided the creation of the brand, what are the values that define it and what is its mission. Rediscover what your brand really is and how it has evolved.

It is a good idea to write down all the answers to these questions. You can even ask your collaborators to contribute their vision of the brand. This way you will be able to identify its essence and how it is perceived. Is your brand traditional or disruptive? Is it exclusive or popular? Is it formal or familiar? These are some of the features that will help you shape your brand voice. Make a concise list of the words that best define your brand.

Another useful exercise is to find out what your brand is NOT or how you DO NOT want it to be perceived. Recognizing the opposites will help you define your brand voice. For example, if your brand is informal and approachable, you should avoid an arrogant tone and stilted language.

​ 3. Emotionality

According to Harvard professor Gerald Zaltman, 95% of purchasing decisions are unconscious. That is, they are not governed by the rational mind but by emotions. Two decades later, his findings have been confirmed by multiple investigations. The feelings that a brand awakens in its audience are a powerful driver of sales. Although later on, our mind elaborates a rational justification, the initial motivation is a response to an emotion.

For this reason, it is vital to pay attention to how your brand makes your target audience feel. You must direct your efforts towards satisfying an emotional need of your customers. There are many sensations that you can awaken. Your brand voice can help your audience feel empowered, engaged or motivated. For example, if you provide useful knowledge in your communications, your audience may feel more confident and informed. If you encourage them to share their experiences, they will feel more connected.

​ 4. Tone of voice

We have already discussed what tone of voice means. Now we will explain how to model it. The way your brand speaks is defined by the words you use and the structure of your messages. There are differences in how you address your customers. The use of a single pronoun can totally change the tone of the conversation.

Even if your brand voice is unambiguous, the tone can be adapted depending on:

• Your intended audience: a person, a group, your customers, the company’s shareholders, your business partners or others;
• The medium you use: the language and the structure of the message are different in a media post or in a sales report;
• The intention or content: in a technical manual, the tone is usually different from what you would use in a Twitter post.

To adapt the tone of voice to each situation, it is useful to make some decisions in advance. Based on the defined brand voice, try to position the tone in these dimensions:

Formal or informal

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Formal language can demonstrate authority on a subject and convey professionalism. However, it can also be perceived as impersonal or authoritarian. In contrast, colloquial language tends to give off a more familiar and warmer, even more personal, vibe. But be careful: in an inappropriate context, it could convey inexperience or thoughtlessness.

Formal language can demonstrate authority on a subject and convey professionalism. However, it can also be perceived as impersonal or authoritarian. In contrast, colloquial language tends to give off a more familiar and warmer, even more personal, vibe. But be careful: in an inappropriate context, it could convey inexperience or thoughtlessness.

Seriousness or humor

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A jovial and entertaining tone can awaken positive emotions in your audience. In addition, humor is a powerful stimulus for recall. However, it can be a double-edged sword. On one hand, there is always a risk of interpretation, as your audience may associate other connotations to the puns. They may also perceive the brand as informal or unprofessional. In any case, if you use a humorous tone, make sure it does not distort the message or its intent.

Irreverence or respect

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Irreverence is often associated with playfulness. It transmits energy and a strong personality. However, it can also be offensive or intimidating. Conversely, an overly respectful tone may be perceived as submissive or affected, or even superiority.

​ 5. Language

The words you choose and the way you use them will help define your brand voice. Try to speak like your audience. Apply at the terms they use in their online and social media searches. Identify the tone and language they use to communicate. People tend to feel affinity for brands that express themselves in a similar manner.

When determining the language your brand will use, it is important to ask yourself the following questions:

Local or cosmopolitan?

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The use of regional dialects or expressions is appropriate when you want to emphasize cultural roots. To reach local audiences or to highlight the value of the origin, it is highly recommended to include them. Conversely, using words in other languages can add a touch of sophistication or internationality. Both options are valid, depending on the objectives and brand personality.

Professional jargon or conversational?

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Again, this decision will depend on your audience and intent. Technical terms or industry-specific jargon can help you reinforce your brand authority. However, be sure to use only those that your audience will recognize. Very sophisticated terms can make the message difficult to understand and can have a counterproductive effect. Remember that the most important thing is to communicate effectively with your audience, not to boast of your wisdom. 

How can outsourced content writing experts help you?

Finding your brand voice is a complex and indispensable process necessary to achieve effective communication with your audience. Fortunately, you can entrust the task to an expert content writing service. Content marketers can help you discover your brand identity and conveniently communicate it.

Even if you have already taken this big step and have a well-defined position, audience and goals, outsourced content writing has other advantages. These include:

Structure and strategic thinking

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Content writing experts are known for bringing organization and strategic direction to digital marketing plans. Their work goes far beyond simply producing suitable text. They know how to identify the right tone and build a consistent and distinctive brand voice. They also plan the message delivery to ensure an active and relevant brand presence.

Monitoring and updating

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Delegating these tasks to a specialist will allow you to keep up-to-date with market trends and SEO optimization. Achieving a good search engine ranking will help you reach your target audience and start a conversation. It is no secret that algorithms change often, so adjustments need to be made all the time.

On the other hand, the relationship with consumers is a dynamic process, which requires constant monitoring. A quality content writing service will be able to detect the needs of your audience and create the right messages.

To do this, outsourced content writing focuses on finding the right words to engage your audience. It also ensures that the brand voice is consistent across all platforms. It is also responsible for identifying new content opportunities that can contribute to improving your brand exposure.

Audit and measurement

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In all marketing efforts, it is essential to evaluate the results. There are specific metrics aimed at online communication. Expert content writing services will allow you to quantify the real value of your digital strategy. They will prevent your brand from getting lost in complacent metrics that may seem appealing but do not translate into business goals.

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