Defining Your Brand Voice: Why It Matters & Where to Start

You have so much to say about your brand but no idea how to say it. Every time you try to write, you step back and look at what you’ve put down on screen, and it sounds nothing like you. Sound familiar? Brand voice development is one of the things wedding pros, female entrepreneurs, and creatives most often reach out for—and my Brand Voice Guides are one of the most popular copywriting services I offer. Today, then, I’m talking my top tips for defining your voice. You ready to dig in? Let’s get to it.

What is brand voice, and why does it matter?

Just like with humans, your brand voice is something that is unique to you. Think of it as your brand’s personality—it’s the combination of how you sound and the attitude you exude. Your brand voice may be playful and punchy, or it may be informative and concise—but, either way, it should be uniquely yours and rooted in developing a connection with your dream clients.

The best brands are consistent, and developing a clear voice is crucial for brand consistency. Consumers are drawn to brands that are consistently clear in who they are and what they stand for. Honing a brand voice that resonates with your ideal client allows you to reach them in an effective, engaging, and memorable way.

Where do I begin?

Start with research. Ugh, research? Yes, research. Developing a strong and effective brand voice starts with a deep understanding of your audience, your industry, and your competition. Before you can begin to define how you want to sound, you need to know what works with your audience and what doesn’t. What does your competitor’s brand voice sound like, and how do you want yours to differ? Are there other websites and social pages you’re drawn to—or ones you’re turned off by?

Once you know what’s going on externally (with your audience and your competitors), it’s time to turn your eye inward. The product or service you offer will have a ton to do with the type of brand voice you ultimately decide on. Is yours a product or service that can stand to be playful and light, or should you keep things professional and buttoned-up? Do you want to come across with some energy and a cheeky attitude, or do you want to be strictly professional? Here are some questions to ask yourself as you begin defining your brand voice:

• What voice is my audience drawn to? (I.e. Playful and personal, educational and informative, sophisticated with a touch of celebratory, etc.)

• What three words best sum up how I want to sound? (I.e. Witty, personal, insightful. Warm, welcoming, authentic. Educational, expert, informative. Approachable, confident, engaging.)

• What words and phrases will my brand use regularly?

• What words and phrases should my brand avoid?

• Are there nuances in my brand voice I should note? (I.e. “It’s always sophisticated but only sometimes educational.” “It’s always expert and sometimes playful.”)

• How will my brand voice be distinct from others in the industry?

• How do I want my audience to feel when reading my website?

Can I hire a creative copywriter to help?

Absolutely. If you’re serious about defining your voice, it’s time to bring on a creative copywriter to help you do so. My favorite type of content for budding is brands to invest in is evergreen copy. “Evergreen” copy is copy that never grows old—it’s content that isn’t time-based and, as such, remains relevant year-round.

In the brand voice guides we develop at GG Copywriting for clients, I like to provide a few pages that offer phrases, headlines, and body copy you can pull from time and time again. That way, you don’t need to hire a copywriter every single time you need to run an Instagram ad or post on social. Instead, you can turn to your evergreen “bank” of copy in your guide and pull different words and phrases.

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Overall, developing your brand’s voice takes research, time, and strategy…and often the help of a seasoned creative copywriter who can ensure you sound your best. Ready to start defining your brand voice and moving your audience to action in your every communication? Reach out today, and we’ll get you sounding great.