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What are the steps to creating a brand voice that resonates with your target audience?

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Your brand voice is the personality and tone of your communication with your target audience. It reflects your values, your mission, and your unique selling proposition. A consistent and authentic brand voice can help you stand out from the crowd, build trust and loyalty, and connect with your ideal customers. But how do you create a brand voice that resonates with your audience? Here are the steps to follow.

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Matt Wheeler-Barrett

Co-Founder at Unyfy | Building B2B Personal Brands | Follow for Personal Growth and Productivity posts.
Preetika Thakur

Marketing Communications Consultant

1 Define your audience

Before you can craft your brand voice, you need to know who you are talking to. Who are your ideal customers? What are their goals, challenges, preferences, and pain points? How do they communicate and what language do they use? You can use tools like surveys, interviews, social media analytics, and customer personas to gather and analyze data about your audience. The more you understand them, the better you can tailor your brand voice to their needs and expectations.

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Matt Wheeler-Barrett

Co-Founder at Unyfy | Building B2B Personal Brands | Follow for Personal Growth and Productivity posts.
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Dive deeper into your ideal customer. Figure out: - How they source their information - What channels do they use - Their demographics Get into your customer's shoes, and brainstorm how they would want to receive your marketing message.

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2 Identify your values

Your brand voice should also reflect your core values as a business or a professional. What do you stand for? What is your purpose and vision? What are your beliefs and principles? How do you want to make a difference in the world? Your values are the foundation of your brand identity and they should guide your communication style. You can use a value proposition statement or a mission statement to summarize your values and communicate them clearly.

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Matt Wheeler-Barrett

Co-Founder at Unyfy | Building B2B Personal Brands | Follow for Personal Growth and Productivity posts.
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It's one thing to have a mission & vision statement, but how are you going to include these into your messaging? In my eyes, storytelling and social proof is the best way to display your company's true values. It's one thing to shout about it on your website, but it's another thing to actual show people how you are instilling those values into your community.

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3 Choose your tone

Your tone is how you express your brand voice in different situations and contexts. It can vary depending on your goals, your message, and your audience's mood and expectations. For example, you can use a friendly and casual tone to engage with your followers on social media, or a professional and authoritative tone to showcase your expertise on your blog. You can use adjectives, emotions, and examples to describe your tone and how it changes across different channels and platforms.

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Matt Wheeler-Barrett

Co-Founder at Unyfy | Building B2B Personal Brands | Follow for Personal Growth and Productivity posts.
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Decide how you want your brand to be perceived. - Is it high-end, sophisticated, and serious? - Is it a fun and loving brand? You get it... You need to decide how you want people to treat your brand and how you they will communicate it to their family & friends. When I write content for my personal brand, I always ask myself this one question: "When I sit down for a coffee with this person, will they instantly feel like they are reading my posts?" The same goes for someone who meets me first and then goes and reads my posts on LinkedIn. You need to decide how you want people to perceive you and your brand.

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4 Create a voice chart

A voice chart is a document that summarizes your brand voice and tone and provides guidelines and examples for your communication. It can help you and your team maintain consistency and clarity in your messages and avoid confusion and inconsistency. A voice chart typically includes four elements: voice, tone, dos, and don'ts. For each element, you can provide a brief description, a list of keywords, and some examples of how to apply it in different scenarios.

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5 Test and refine

Creating a brand voice is not a one-time event, but an ongoing process. You need to test and refine your brand voice regularly to ensure that it resonates with your audience and meets your objectives. You can use feedback, metrics, and data to measure the effectiveness and impact of your brand voice and make adjustments as needed. You can also monitor your competitors, industry trends, and customer preferences to stay relevant and updated.

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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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Preetika Thakur

Marketing Communications Consultant
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Once you've gained a deep understanding of your competitors, select distinctive key messaging pillars that distinguish your brand. Share narratives that are in harmony with your brand's values and long-term vision. Remember, this is an ongoing process that requires periodic audits and adjustments.

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What are the steps to creating a brand voice that resonates with your target audience?

1

2

3

4

5

6

1 Define your audience

2 Identify your values

3 Choose your tone

4 Create a voice chart

5 Test and refine

6 Here’s what else to consider

Personal Branding

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What are the steps to creating a brand voice that resonates with your target audience?

1

2

3

4

5

6

1 Define your audience

2 Identify your values

3 Choose your tone

4 Create a voice chart

5 Test and refine

6 Here’s what else to consider

Personal Branding

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