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How do you keep your voice consistent across ads and your brand?

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Your voice is the way you communicate your brand personality, values, and message to your audience. It's what makes you stand out from the crowd and connect with your customers. But how do you keep your voice consistent across ads and your brand, especially when you have different channels, formats, and goals? Here are some tips to help you maintain a coherent and authentic voice in your advertising.

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1 Define your voice

The first step to keeping your voice consistent is to define it clearly. What are the traits, tones, and emotions that you want to convey in your ads and your brand? How do you want your audience to feel when they interact with you? What words, phrases, and expressions do you use or avoid? Creating a voice guide or a style guide can help you document and communicate your voice to yourself and others.

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Damien Foord

Breathing Life into Brands | Brand Innovation Strategist
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There are different ways of defining your brand voice, but the way I like to get started is to imagine if I could have any celebrity endorsement in the world, who would it be? I was working with a client supporting professional caregivers, and I thought the voice reminded me of my grandmother—loving but firm. I then thought about who is a voice that reminds me of that loving but firm stance, and in my mind it connected to Maya Angelou. Immediately I understood if we had all the money in the world and sufficient technology, that would be the perfect person to be the voice of this brand. Since getting her wasn't an option, I started to break down all the details of what that voice meant and those became the standards for the brand.

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Mike Davis

Helping small businesses gain new customers and keep the ones they already have through improved customer engagement and customer service.
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Very similar to all of your exposures, blogs, podcasts, etc., your brand must be consistent not only to be recognized and easily shared, but consistency also builds trust and confidence. Is there anything that drives a customer or client AWAY from you quicker than them having a very negative surprise that is not congruent with your brand?

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2 Know your audience

The second step to keeping your voice consistent is to know your audience well. Who are they, what are their needs, challenges, and preferences, and how do they talk and listen? Knowing your audience can help you tailor your voice to suit their expectations and context, while still staying true to your brand identity. For example, you might use a more formal and authoritative voice for a B2B audience, and a more casual and friendly voice for a B2C audience.

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Fernanda Fumagalli

Consultora líder de estrategia de marcas con foco en #EmployerBranding | Coordinadora regional de #MarcaEmpleadora en Natura | Branding corporativo y de consumo | Comunicación interna y externa
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Every well-managed brand has a defined target audience, as it is impossible to please everyone at the same time. So, first of all, it's important to know to what kind of people your brand will be appealing to. For example, Pepsi talks to the young and the rebel, while Coca-Cola talks to families and friends that share beautiful moments together. Knowing about your specific target audience's desires, expectations, values, behaviors, fears and ways of living is key so you know how to communicate with them. Becoming their brand of choice means speaking in their language and letting them identify with you.

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3 Align your voice with your goals

The third step to keeping your voice consistent is to align it with your goals. What are you trying to achieve with your ads and your brand? How do you want your audience to respond or act? Aligning your voice with your goals can help you create a clear and compelling call to action, and avoid confusing or conflicting messages. For example, if your goal is to educate your audience, you might use a more informative and helpful voice, and if your goal is to persuade your audience, you might use a more emotional and urgent voice.

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4 Adapt your voice to your channels

The fourth step to keeping your voice consistent is to adapt it to your channels. How do you communicate your voice across different platforms, mediums, and formats? How do you balance consistency and creativity? Adapting your voice to your channels can help you optimize your reach and engagement, and avoid sounding repetitive or boring. For example, you might use a more concise and catchy voice for social media, and a more detailed and descriptive voice for blogs or podcasts.

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5 Test and refine your voice

The fifth step to keeping your voice consistent is to test and refine it. How do you measure the effectiveness and impact of your voice in your ads and your brand? How do you collect and analyze feedback from your audience and stakeholders? Testing and refining your voice can help you improve your performance and relevance, and avoid losing or alienating your audience. For example, you might use surveys, polls, reviews, or analytics to evaluate and adjust your voice based on the results.

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6 Learn from others

The sixth step to keeping your voice consistent is to learn from others. How do you get inspired and informed by other brands, experts, or influencers in your field or niche? How do you benchmark and differentiate yourself from them? Learning from others can help you discover new ideas and best practices, and avoid copying or missing out on opportunities. For example, you might follow, study, or collaborate with other brands, experts, or influencers that have a similar or complementary voice to yours.

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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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Kimberly Reynolds

Top LinkedIn Voice in Digital Marketing - 2024 | Certified Facebook & Google Ads Manager | Paid Social Media Manager and Digital Marketing Manager | AI Tools | ChatGPT | Chatbot Marketing | WordPress Websites | Author
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2 additional considerations: Visual Consistency: Consistency isn't just about the written word. Your visuals should also align with your brand voice. The colors, typography, and imagery you use play a significant role in corroborating your brand's voice and personality. Regular Reviews and Updates: Industry trends and audience preferences evolve over time. Regularly review your brand voice across various platforms to ensure that it's still relevant, engaging, and maintains its consistency. Updating your brand guidelines when necessary and keeping your team informed can help ensure your brand voice remains consistent and effective.

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How do you keep your voice consistent across ads and your brand?

1

2

3

4

5

6

7

1 Define your voice

2 Know your audience

3 Align your voice with your goals

4 Adapt your voice to your channels

5 Test and refine your voice

6 Learn from others

7 Here’s what else to consider

Advertising

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How do you keep your voice consistent across ads and your brand?

1

2

3

4

5

6

7

1 Define your voice

2 Know your audience

3 Align your voice with your goals

4 Adapt your voice to your channels

5 Test and refine your voice

6 Learn from others

7 Here’s what else to consider

Advertising

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