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How can you create a consistent brand voice?

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A consistent brand voice is more than just the words you use in your marketing messages. It's the tone, style, and personality that reflect your brand identity and values, and connect with your target audience. Creating a consistent brand voice can help you build trust, loyalty, and recognition among your customers and prospects. But how can you achieve this across different channels, platforms, and formats? Here are some tips to help you create a consistent brand voice for your marketing strategy.

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Mendel Erlenwein

#1 Podcast Host. Founder. CEO. Author. Speaker.
James Bishop, MBA

Vice President Marketing @ VanillaSoft | Professor Marketing @ Algonquin College

1 Define your brand voice attributes

The first step to creating a consistent brand voice is to define the attributes that describe how you want your brand to sound. These can be adjectives, such as friendly, professional, witty, or authoritative, or phrases, such as customer-centric, data-driven, or innovative. You can use your brand mission, vision, and values as a guide, as well as your customer personas and feedback. Try to narrow down your brand voice attributes to three or four main ones, and rank them in order of importance.

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Trent Thomas

Account Executive at Ethicon, Inc.
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Be your customer’s “easy” button. Reply lightning fast with answers that make them the Hero in their organization. Remember, if they’re reaching out for your help, they’re probably in trouble. Be that person that gets them out of trouble.

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2 Create a brand voice chart

A brand voice chart is a tool that helps you translate your brand voice attributes into practical guidelines for writing and speaking. For each attribute, you can define what it means, what it does, and what it doesn't. For example, if one of your attributes is friendly, you can explain that it means being warm, helpful, and approachable, that it does use casual language, contractions, and emojis, and that it doesn't use jargon, sarcasm, or slang. A brand voice chart can help you create a consistent tone and style across different types of content and communication.

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Mendel Erlenwein

#1 Podcast Host. Founder. CEO. Author. Speaker.
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Correct, this is also known as a brand guide. Your brand guide should include everything that will ensure the consistency of your brand voice. This includes your logos, fonts, colors, tone, who you are, who you are not etc

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3 Train your team on your brand voice

Once you have defined and documented your brand voice, you need to make sure that everyone who creates or delivers content for your brand is familiar with it and follows it. This includes your internal team, as well as any external partners, freelancers, or agencies. You can train your team on your brand voice by providing them with examples, feedback, and resources, such as a style guide, a glossary, or a checklist. You can also create a brand voice champion or committee to oversee and enforce your brand voice standards.

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4 Audit and update your existing content

Another step to creating a consistent brand voice is to audit and update your existing content to align with your brand voice guidelines. This includes your website, blog, social media, email, video, podcast, and any other marketing materials. You can use tools such as Grammarly, Hemingway, or Yoast to check your content for readability, tone, and SEO. You can also ask for feedback from your customers, peers, or experts to identify any gaps or inconsistencies in your brand voice.

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5 Adapt your brand voice to different contexts

Finally, creating a consistent brand voice doesn't mean using the same tone and style for every situation. You need to adapt your brand voice to different contexts, such as the channel, platform, format, audience, and purpose of your content. For example, your brand voice on Twitter might be more casual and humorous than on LinkedIn, or your brand voice on a landing page might be more persuasive and urgent than on a blog post. The key is to keep your core brand voice attributes consistent, but adjust the volume, tone, and style according to the context.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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James Bishop, MBA

Vice President Marketing @ VanillaSoft | Professor Marketing @ Algonquin College
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All of this is excellent guidance. Where the rubber hits the road so to speak, is in execution. Salesforce, vendors, writers, all speaking with the same voice, using consistent visuals is the goal. Where anyone even slightly removed from the process might struggle is with the "why". Explaining to the team how these things build to revenue is important, and keeps the marketing team, sales team and revenue all connected. For instance, a brand that is connected back to customer insight on wants, needs and barriers is a start. Knowing how that consistency reduces friction in the decision making journey is next. Trust and "connection" makes it easier for a prospect to say "yes" to a marketing call to action.

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How can you create a consistent brand voice?

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1 Define your brand voice attributes

2 Create a brand voice chart

3 Train your team on your brand voice

4 Audit and update your existing content

5 Adapt your brand voice to different contexts

6 Here’s what else to consider

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