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How can you create brand voice guidelines for email marketing and video advertising?

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Brand voice is the consistent and distinctive way you communicate with your audience across different channels and formats. It reflects your personality, values, and goals as a business, and helps you stand out from the competition. Email marketing and video advertising are two powerful ways to connect with your customers and prospects, but they require different approaches to craft effective and engaging messages. In this article, you'll learn how to create brand voice guidelines for email marketing and video advertising, and why they are important for your marketing strategy.

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1 Why brand voice matters

Brand voice is not just what you say, but how you say it. It's the tone, style, and language you use to convey your message and your identity. A consistent and authentic brand voice can help you build trust, loyalty, and recognition among your audience, and differentiate yourself from other brands in your niche. A mismatched or unclear brand voice can confuse, annoy, or alienate your audience, and damage your reputation and credibility. That's why you need to define and document your brand voice guidelines, and apply them consistently across all your marketing channels and formats.

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Muhammad Ali Johar

Head of Amazon Advertising | Top-rated@Upwork | 7 & 8-Figure Brands PPC manager | I help sellers generate 30M+ in sales with ACOS less than 20%.
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Crafting brand voice guidelines for email marketing and video advertising involves defining your brand personality, tailoring tone to your audience, ensuring consistency across platforms, and infusing a touch of creativity that aligns with your brand identity. This creates a unified and engaging communication strategy that resonates seamlessly across both written and visual content.

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Heydar Naghiyev

需求生成主管 | 精通简化复杂销售周期 | 推动市场营销卓越与品牌忠诚
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Explore the psychological impact of brand voice. Dive into how specific tones can evoke certain emotions and behaviors in your audience. For instance, a compassionate tone might foster trust and loyalty, whereas a witty tone might increase engagement and memorability. Use psychological principles to enhance your brand voice's effectiveness in connecting with your audience on a deeper level.

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2 How to define your brand voice

Before you create your brand voice guidelines, you need to understand your brand identity, your target audience, and your value proposition. You need to answer questions like: What is your mission, vision, and purpose? What are your core values and beliefs? What are your unique selling points and benefits? Who are your ideal customers and what are their needs, pain points, and preferences? How do you want them to feel when they interact with your brand? How do you want to position yourself in the market? Based on these answers, you can identify the key attributes and characteristics of your brand voice, and use them as the foundation of your guidelines. For example, you might choose words like friendly, professional, humorous, or authoritative to describe your brand voice.

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Heydar Naghiyev

需求生成主管 | 精通简化复杂销售周期 | 推动市场营销卓越与品牌忠诚
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Conduct a thorough competitor analysis to understand how your brand voice can stand out. Look at not just direct competitors, but also brands in adjacent markets. Identify gaps in the market where your brand's voice can uniquely resonate. This might involve adopting a contrarian stance or embracing an underrepresented tone in your industry.

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3 How to create brand voice guidelines for email marketing

Email marketing is an effective way to communicate with your audience on a personal level, and it requires a consistent brand voice that reflects your goals and appeals to your recipients. Your brand voice guidelines should include the purpose and objective of your email campaigns, as well as the tone and style of the subject lines, headlines, body copy, and calls to action. Additionally, you should specify the language and vocabulary you use in your email copy, as well as words or phrases to avoid. Lastly, consider the formatting and design of your email templates in order to support and enhance your brand voice and message. Ensure that the readability, accessibility, and responsiveness of your email layout and elements are taken into account.

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Heydar Naghiyev

需求生成主管 | 精通简化复杂销售周期 | 推动市场营销卓越与品牌忠诚
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Personalize your brand voice based on customer segmentation. Tailor your email communication to reflect subtle changes in tone that resonate with different segments of your audience. For example, more professional and direct for B2B clients, and casual and friendly for younger consumer segments. This nuanced approach can significantly increase engagement and conversion rates.

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4 How to create brand voice guidelines for video advertising

Video advertising is an effective way to communicate with your audience, and it requires a strong brand voice that captures their attention. Your brand voice guidelines for video advertising should include the purpose and objective of your video ads, and how it aligns with your brand identity and value proposition. Additionally, you should specify the tone and style of your video script, narration, dialogue, and captions based on the platform, format, and goal of your video ad. Moreover, you need to be mindful of the language used in your video content and how it reflects your brand voice attributes. You should also specify words or phrases to avoid or use sparingly, such as jargon, slang, or clichés. Lastly, consider the visual and audio elements of your video production and how they support and enhance your brand voice and message. Make sure you consider the quality, clarity, and consistency of your video images, sounds, and transitions.

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5 How to apply and update your brand voice guidelines

Creating your brand voice guidelines is an ongoing process that requires regular review and feedback. To ensure success, you need to test and measure the effectiveness of your email marketing and video advertising campaigns, collect data from your email and video metrics, analyze the strengths and weaknesses of your content, and adjust your guidelines accordingly. Implementing these changes across your email marketing and video advertising strategies will help you achieve your goals and resonate with your audience.

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Heydar Naghiyev

需求生成主管 | 精通简化复杂销售周期 | 推动市场营销卓越与品牌忠诚
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Implement a 'voice evolution' strategy. Regularly gather customer feedback and market trends to evolve your brand voice. This doesn't mean changing it frequently but subtly adapting it to stay relevant and fresh. For instance, adopting new slang or addressing emerging issues can show that your brand is in touch with the current cultural zeitgeist.

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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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Heydar Naghiyev

需求生成主管 | 精通简化复杂销售周期 | 推动市场营销卓越与品牌忠诚
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Explore the impact of cultural nuances on brand voice, especially for global brands. Understand how regional differences in language, humor, and values can affect the perception of your brand voice. Tailor your communication to respect and leverage these differences, thereby enhancing global appeal and relatability.

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How can you create brand voice guidelines for email marketing and video advertising?

1

2

3

4

5

6

1 Why brand voice matters

2 How to define your brand voice

3 How to create brand voice guidelines for email marketing

4 How to create brand voice guidelines for video advertising

5 How to apply and update your brand voice guidelines

6 Here’s what else to consider

Marketing

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How can you create brand voice guidelines for email marketing and video advertising?

1

2

3

4

5

6

1 Why brand voice matters

2 How to define your brand voice

3 How to create brand voice guidelines for email marketing

4 How to create brand voice guidelines for video advertising

5 How to apply and update your brand voice guidelines

6 Here’s what else to consider

Marketing

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