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How can you infuse your brand voice with company values and mission?

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Your brand voice is more than just the words you use to communicate with your audience. It's also the personality, tone, and style that reflect your company values and mission. But how can you infuse your brand voice with these elements and make it consistent across all channels and platforms? Here are some tips to help you create and maintain a strong brand voice that aligns with your core purpose and vision.

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Ed Barr
Michelle Leung, MCM

Content Marketing & Brand Strategy
Graham G.

Senior Communications Manager ?? Internal & External Communication Strategies ? Public & Media Relations ? Engagement &…

1 Define your values and mission

The first step to infusing your brand voice with your values and mission is to clearly define them. What are the beliefs, principles, and goals that guide your company? What is the impact you want to make in the world? How do you want to be perceived by your customers, partners, and competitors? Write down your answers and use them as the foundation of your brand voice.

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Ed Barr
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First, stop using language like, “infuse your brand voice.” Then, ask any customer if they care what your “brand voice” is. Next, ask them if they have any idea in the world, or give a crap, what your mission is. They’re not dumb. They know your mission is to make money…at their expense. That’s OK. It’s a trade off. They know it. Bottom line: don’t infuse them with bullshit.

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2 Identify your audience and their needs

The next step is to understand who you are talking to and what they need from you. Who are your ideal customers and what are their pain points, challenges, and aspirations? How can you help them solve their problems and achieve their goals? How do they prefer to communicate and receive information? Research your audience and segment them into personas that represent their characteristics, behaviors, and preferences.

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Graham G.

Senior Communications Manager ?? Internal & External Communication Strategies ? Public & Media Relations ? Engagement & Feedback Initiatives ? Team Leadership ? DE&I Advocate
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From my experience in shaping a brand voice, it's crucial to deeply know your audience, like understanding a close friend's preferences. This knowledge enables crafting a voice that not only speaks to them but echoes their tone and interests. Consistency across platforms, be it a tweet, website blurb, or an email, is essential. I’ve engaged with trendy fashion aficionados, forward-thinking educators, and sharp finance pros, and the business or brand should come across as a relatable, consistent presence. Authenticity is the key to maintaining a genuine connection.

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3 Choose your voice attributes and tone variations

Once you have defined your values and mission and identified your audience, you can choose the voice attributes and tone variations that best suit your brand and your message. Voice attributes are the adjectives that describe your brand personality, such as friendly, professional, humorous, or authoritative. Tone variations are the adjustments you make to your voice depending on the context, such as formal, casual, empathetic, or urgent. For example, your voice attribute might be friendly, but your tone might vary from casual to formal depending on the channel, purpose, and audience of your communication.

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Michelle Leung, MCM

Content Marketing & Brand Strategy
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I like using the Nielsen Norman Group's "Four Dimensions of Tone of Voice" methodology to narrow down my options and pick distinctive words for a brand's attributes. This method analyzes tone along 4 dimensions: humor, formality, respectfulness, and enthusiasm. Once I identify where the brand lies on each scale, it becomes much easier to select the right words for voice and tone.

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4 Create a voice and tone guide

To ensure that your brand voice is consistent and coherent across all touchpoints, you need to create a voice and tone guide that documents your voice attributes, tone variations, dos and don'ts, examples, and best practices. A voice and tone guide is a reference tool that helps you and your team write and edit content that matches your brand voice and expresses your values and mission. You can use templates, checklists, and tools to create your own voice and tone guide or hire a professional to help you.

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5 Train and empower your team

The final step is to train and empower your team to use your brand voice effectively and confidently. Your team should understand the importance of your brand voice, the goals of your communication, and the expectations of your audience. You should also provide feedback, support, and recognition to your team members who use your brand voice well and help them improve their skills and knowledge. By training and empowering your team, you can ensure that your brand voice is infused with your values and mission in every interaction and impression.

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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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Arnab Roy Choudhury

Strategic Communications | Change Management | Storyteller | Builder | Executive MBA Candidate
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Bring your mission and values to life through storytelling. For instance, if collaboration and innovation are key, share narratives of successful team projects, emphasizing creative problem-solving. Consistent language reflecting teamwork and forward-thinking aligns your brand voice with these values, fostering a strong connection. Embrace intelligent failures. By this I mean encourage discussions around failure to understand, and nurture a learning mindset. For instance, Leaders can share their stories of failures from their lives to (1) Humanize - we can all make mistakes, and (2) Develop grit and resilience - to show despite challenges we can continuously improve. Authenticity and intentionality makes brand voice come alive!

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How can you infuse your brand voice with company values and mission?

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3

4

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1 Define your values and mission

2 Identify your audience and their needs

3 Choose your voice attributes and tone variations

4 Create a voice and tone guide

5 Train and empower your team

6 Here’s what else to consider

Corporate Communications

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How can you infuse your brand voice with company values and mission?

1

2

3

4

5

6

1 Define your values and mission

2 Identify your audience and their needs

3 Choose your voice attributes and tone variations

4 Create a voice and tone guide

5 Train and empower your team

6 Here’s what else to consider

Corporate Communications

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