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How do you communicate your brand voice and message to your content creators?

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Communicating your brand voice and message to your content creators is essential for ensuring consistency, quality, and authenticity in your content marketing. Whether you hire freelancers, agencies, or in-house writers, you need to provide them with clear guidelines, feedback, and tools to help them produce content that aligns with your brand identity and goals. Here are some tips on how to do that effectively.

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Poonam Rana

HubSpot Certified Marketer | Creative Writer | Content Manager | Storyteller | Patriot | Army Aspirant | Traveler
R. Travis Shortt M.A.

Director of Public Relations and Events

1 Define your brand voice and message

Before you delegate any content creation, you need to have a solid understanding of your brand voice and message. Your brand voice is the tone, style, and personality of your communication, while your brand message is the core value proposition, mission, and vision of your brand. To define your brand voice and message, you can start by creating a brand voice chart that lists the attributes, dos, and don'ts of your brand communication. You can also craft a brand statement that summarizes your brand purpose, promise, and position.

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Poonam Rana

HubSpot Certified Marketer | Creative Writer | Content Manager | Storyteller | Patriot | Army Aspirant | Traveler
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Communicating your brand voice and message to content creators is vital to connecting with your audience. Why? Because customers can understand the distinctive brand values of your content with ease. The brand voice captures your brand’s personality and character across all channels and touchpoints. It further guides your communications strategy and builds a cohesive identity. Your messaging becomes relevant and relatable when your brand voice is distinct and directly talks to your target audience. A clear brand voice and tone builds trust with your target audience and stronger connections. Authenticity and consistency show your brand's reliability, credibility, and transparency.

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R. Travis Shortt M.A.

Director of Public Relations and Events
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In my experience, one of the best ways to do this is to conduct a brand audit. I have done this with clients for over 15 years but I had never done one for myself and my brand until 2023. It was extremely insightful to conduct for myself what I had done for hundreds of clients for over a decade. It really gave me a grasp of the tone and voice I wanted to use to communicate my brand and my mission. The brand audit that I used for myself was taken from Dr. Stephen Marshall's Brand and Content Strategy class at ETSU which is based on the model by Scott Galloway. It allows one to examine their: 1) Brand Essence 2) Core Identity 3) Extended Identity And encourages a balanced examination of Pros and Cons of who we are.

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2 Create a content brief

A content brief is a document that outlines the specific requirements, expectations, and objectives of a content project. It should include information such as the target audience, the content format, the keywords, the tone, the length, the deadline, and the call to action. A content brief helps your content creators understand the scope, purpose, and direction of the content they need to produce. It also helps you evaluate the quality and relevance of the content they deliver.

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R. Travis Shortt M.A.

Director of Public Relations and Events
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Over the years I have worked with various clients ranging in size from entrepreneurs and emerging brands to established companies and industry leaders. When the time came for a content brief, I always approached it as a mini-business plan for a specific project. Whether my content creative team is working on a marketing campaign, branded story content, or social media campaign, the content brief should have a purpose statement, KPIs, and a project-specific SWOT analysis.

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3 Use a style guide

A style guide is a set of rules and standards that govern the formatting, spelling, grammar, punctuation, and usage of your brand communication. It helps your content creators maintain consistency and accuracy across all your content channels and platforms. A style guide should cover topics such as capitalization, headings, fonts, colors, images, citations, references, abbreviations, and acronyms. You can create your own style guide or use an existing one, such as the AP Stylebook or the Chicago Manual of Style.

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4 Provide feedback and examples

Feedback and examples are crucial for improving the skills and performance of your content creators. Feedback should be timely, specific, constructive, and actionable. It should highlight the strengths and weaknesses of the content, as well as suggest ways to improve it. Examples should be relevant, inspiring, and instructive. They should showcase the best practices and standards of your brand communication, as well as demonstrate the common pitfalls and mistakes to avoid.

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5 Use a collaboration tool

A collaboration tool is a software or platform that enables you to communicate, share, and manage your content projects with your content creators. It can help you streamline your workflow, track your progress, assign tasks, exchange files, and resolve issues. Some examples of collaboration tools are Google Docs, Trello, Slack, Asana, and Dropbox. A collaboration tool can help you keep your content creators on the same page, as well as foster a sense of teamwork and trust.

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R. Travis Shortt M.A.

Director of Public Relations and Events
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Collaboration has always been a key element to any successful campaign. The pandemic made this difficult, and easier all at the same time. Google Docs, Dropbox, and Skype had been around for years allowing for collaboration across distances. I was doing virtual projects before it was the cool thing to do in 2010 and all of my meetings were done via Skype. With the arrival of the pandemic, Zoom became the platform of choice for collaboration and one I still use extensively today. I do also make good use of Google Docs, Dropbox, GroupMe, and internally with Vectors Partners, LLC (where I serve as CMO) we use Zoho as our collaboration tool. The platform isn't as important as the mere fact that you do indeed collaborate with your team.

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6 Train and educate your content creators

Training and education are important for ensuring that your content creators are up to date with the latest trends, best practices, and techniques in your industry and niche. You can provide them with resources, courses, webinars, podcasts, blogs, and books that can help them expand their knowledge and skills. You can also invite them to join your webinars, workshops, or events where you can share your insights, tips, and strategies. Training and education can help you build a long-term relationship with your content creators, as well as increase their loyalty and motivation.

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7 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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How do you communicate your brand voice and message to your content creators?

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1 Define your brand voice and message

2 Create a content brief

3 Use a style guide

4 Provide feedback and examples

5 Use a collaboration tool

6 Train and educate your content creators

7 Here’s what else to consider

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