In a crowded world of communications, your voice distinguishes you. When engaging with your audience, internally or externally, it’s the critical feature that makes you stand out. That’s true for a brand too, where its voice represents its identity. Brand voice is the essence of who a brand is and what it represents.
How to Find Your Brand Voice
In the age of social media, portraying a humorous and animated tone may sound enticing; however, it is important to remember that your brand voice must be true to your organization’s roots. There is no one-size-fits-all solution. “Establishing a brand voice is a deliberate process,” said Amy LeFebre, TR’s senior director of West Michigan.
At TR, we help you define your story to inform an authentic voice. Our process consists of analyzing an organization’s core values, brand mission and key audience. The first step is a discovery phase to dig in on a brand’s values and its foundational story. Then we analyze your target audience in order to fully understand what matters to them. The third step of the discovery phase is to develop a plan and strategy behind your brand voice.
How to Maintain Brand Voice Authenticity
Brand authenticity is portrayed through consistent tone, language and story to your target audience. Consistency is key in this effort. Brands that maintain one voice across communications create the best opportunity to stand out and create a sticky message.
Companies must also maintain brand authenticity via digital platforms by remaining consistent in messaging. “Your digital and social media is a subset of your communication strategy,” said Rachel LePoudre, APR, director of digital media. “Before publishing on your social media platforms ask yourself ‘does this affect my audience and is it relevant?’”
Stay True to Your Brand
Staying true to your brand means never wavering on voice. A consistent voice and presence give your audience something to trust. Companies can help their teams maintain a consistent voice with an internal story or brand voice guide. Key items for a successful brand voice guide include:
- Characteristics of the organization’s voice
- Examples of how to say something versus what not to say
- Expectations to remain brand consistent
A guide will help maintain the consistency required to create a strong voice, but a brand will never be successful if its voice isn’t true to the organization.
“Your brand voice is your brand personality. If it’s not authentic to who you are as an organization, you’ll never gain the trust and loyalty of the audiences you need to reach,” said LeFebre.