Having a clear and consistent brand voice is essential for any business looking to connect with customers and stand out from competitors. But for small businesses and startups, defining that voice can feel overwhelming amidst limited resources. Where do you even start crafting compelling messaging that truly captures your brand?
In this comprehensive guide, we'll break down the key elements every small business needs to develop an authentic brand voice that attracts the right audience.
Your brand voice encompasses the personality and messaging you use across platforms when communicating with customers. It goes beyond your logo and visual identity to include the words you say and how you say them.
A killer brand voice humanizes your business and forges emotional connections with your audience. It allows you to share your origin story and core values in a relatable way. Your voice shapes how people perceive and engage with your brand across every touchpoint.
Crafting your brand voice takes introspection and strategic thinking. Follow these steps to define messaging that truly resonates:
Keep these elements in mind as you craft every piece of messaging across platforms. Consistency is key.
Once you've completed initial planning, here are specific elements to weave together for powerful messaging:
Your tone encompasses the attitude and emotional vibe you convey: friendly, casual, humorous, warm, etc. Is your brand silly or serious? Professional or conversational? Your tone aligns with your brand identity and audience. Some examples:
Your brand's personality shines through in word choice and style. Is your brand: Down-to-earth? Clever? Inspiring? Supportive? Choose descriptors purposefully. Some examples:
Your actual writing style, word choice and phrasing define your voice: concise, elaborate, formal, conversational, etc. Consider:
Choose strategically for your brand identity and audience. Then maintain consistency.
Will you speak directly to customers ("You deserve...")? Or as the faceless brand ("We at [Company] believe...")? First person? Third person? Choose your point of view Purposefully. Some examples:
Specific language and vocabulary reinforce your brand voice. Consider:
Choose words that resonate with your audience.
Then ensure consistency in messaging across platforms like your website, ads, emails, social media and more.
Let's look at some stellar examples of unique brand voices:
The popular email marketing platform has a quirky, friendly voice that connects with small businesses. Their tone is conversational and fun, with puns, cultural references and witty copy.
With a bold, funny voice, Dollar Shave Club reshaped a stodgy industry. Their edgy, straightforward tone helped drive growth. They speak directly to customers in a memorable way.
Lyft's brand messaging conveys the feeling of community and connection. Their voice matches their mission. Warm, inclusive language reinforces their values.
This farm-to-table restaurant evokes their focus on locally-sourced ingredients through an earthy, passionate voice. Their messaging feels authentic to the brand.
Discovering these successful examples can fuel your own brand voice creation and inspire possibilities.
Keep these tips in mind as you develop your verbal identity:
Consistency across every customer touchpoint is vital for effective branding. Ensure your verbal identity shines through across:
Review all platforms regularly to ensure optimal alignment. Consistency maximizes impact.
Treat your brand voice like any other business asset - track performance and refine regularly. Look at metrics like:
Run A/B tests with slight voice variations to see what resonates most. Be willing to make subtle shifts in tone, vocabulary and style while retaining brand essence. Your voice is a living, breathing asset.
An authentic brand voice is vital for crafting human connections and winning loyal fans. Take time to truly define your verbal identity aligned with your business mission and audience needs. Then weave that voice consistently across every platform and interaction to build trust and resonance. With a thoughtful approach and some creativity, you can develop brand messaging that truly soars.
Need help crafting your brand voice or optimizing messaging? Our team of branding experts is here to help take your business messaging to the next level. Contact us today to get started.
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