Ever heard someone mention “brand voice” and wondered what on earth they were talking about?
If you’re new (or not-so-new) to online business, you’ve probably heard people say things like:
“You need a consistent brand voice.”
“Your brand voice is what will differentiate you from your competitors.”
“Your brand voice should show your personality online.”
And TBH, it’s all true. You do need a brand voice, it will differentiate you from every other person in your niche and it is super powerful online where content is queen.
But what exactly does it mean? What’s ‘part of’ it? And how do you know if it’s “working”?
In this post, I’m going to define – and hopefully, demystify – the term “brand voice” once and for all.
First, let’s start with a definition:
A “brand voice” is essentially HOW you communicate online. From the exact words and language you use in your website copy, blog and social media posts to how you respond to customer service emails, it’s all your brand voice.
Brand voice encapsulates:
Tone. Is it conversational and friendly? Formal and sophisticated? Full of slang and pop culture references?
Style. Do you use a lot of emojis? Are you always using the “plus” sign instead of typing out “and”?
Words you use regularly. What words do you use often that reflect your personality and/or your brand? Do you always call your blog readers “Dearest Gentle Readers” (shoutout to the Bridgerton fans)? Do you have a particular sign-off you always use in emails (like, “XOXO Gossip Girl”)?
Personality. Just like a person, a brand’s voice can embody specific traits like sincerity, humor, professionalism, or positivity.
In addition, a brand voice should be:
Your brand voice should “match” across all channels. Whether you’re playful and casual (and love a little bit o’ slang) or formal and sophisticated, This is crucial as it helps create a recognizable and familiar presence that customers can grow to trust and relate to. A cohesive, consistent brand voice builds trust. If people see you “showing up” online in the same way – for example, you’re sassy and conversational on Instagram, in your sales emails and even on your website’s 404 pages – it builds trust and creates “brand recognition.”
You don’t want to try to “be something you’re not.” Your brand voice can be curated, but it doesn’t need to be faked. You want it to still reflect you and how you might naturally speak/write things.
Aligned with Brand Values. If your brand is all about “being empathetic,” then you’ll want to make sure that’s reflected in the general tone of your writing. Obviously, not every single posts needs be super empathetic if it doesn’t make sense for the topic at hand, but if ‘empathy’ is a true big core value for your brand, then people reading your posts should be able to get a ‘sense’ that you’re an empathetic brand after just reading a few posts.
A unique brand voice can absolutely help a business stand out in a crowded marketplace. This doesn’t just mean being different for the sake of it, but authentically different in a way that highlights your unique approach or way of relaying information and ideas.
Adaptable. Okay, I know I just said consistency is super important. That said, smart biz owners also know when to (slightly) adapt tone to match the context or platform. For example, the tone on a professional LinkedIn post might differ slightly from a casual Instagram story, though the underlying personality remains the same.
It might not sound like the most fun process or “thing” to sit down and think about, but knowing what a brand voice is – and defining your own – definitely has its merits. A clear brand voice truly can differentiate you from your competitors, make it easier to create content that connects with your ideal customers (and/or outsource to content creators who can reference your brand voice guidelines to create content for you) and ensure you’re giving off the ‘vibe’ you want to give off online about your brand.
