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How do you benchmark and compare your brand voice and tone with your competitors and industry leaders?

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Your brand voice and tone are the expressions of your personality, values, and emotions in your communication. They can help you stand out from your competitors, connect with your audience, and build trust and loyalty. But how do you know if your brand voice and tone are effective and consistent? How do you measure them against your industry standards and best practices? In this article, we will show you how to benchmark and compare your brand voice and tone with your competitors and industry leaders using four simple steps.

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1 Step 1: Define your brand voice and tone

Before you can compare your brand voice and tone with others, you need to define them clearly and document them in a style guide. A style guide is a set of rules and guidelines that help you maintain a consistent and coherent brand voice and tone across all your channels and platforms. It should include your brand values, mission, vision, personality traits, tone variations, voice examples, and dos and don'ts.

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J?n Paul Ostendorf

Providing new energy, innovative ideas, and clear direction for businesses and brands by rediscovering their purpose.
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Purpose First 1. Define and clarify your purpose into a single phrase or sentence 2. Define the Archetype that fits your purpose and culture of your company 3. Search for famous examples of that Archetype. Use their quotes to help define the tone and voice. 4. Rewrite your Purpose, Vision, and Mission Statements in your Brand Voice 5. Align Value Statements that reinforce your purpose, vision and mission. 6. Use these items as your foundation for messaging. Provide this to anyone writing copy for your business.

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2 Step 2: Analyze your competitors and industry leaders

The next step is to identify your main competitors and industry leaders in your niche and analyze their brand voice and tone. You can use tools like BuzzSumo, SEMrush, or Moz to find their most popular content, keywords, and social media posts. You can also read their reviews, testimonials, and feedback to understand how they communicate with their customers. Look for patterns, themes, and differences in their brand voice and tone, such as their word choice, sentence structure, tone of voice, emotional appeal, humor, formality, and uniqueness.

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3 Step 3: Create a comparison matrix

Once you have gathered enough data and insights from your competitors and industry leaders, you can create a comparison matrix to visualize and compare your brand voice and tone with theirs. A comparison matrix is a table that shows how you rank on different aspects of your brand voice and tone, such as clarity, consistency, authenticity, relevance, differentiation, and engagement. You can use a scale of 1 to 5 or a color code to indicate your performance on each aspect. You can also add comments, examples, or suggestions to improve your brand voice and tone.

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4 Step 4: Evaluate and improve your brand voice and tone

The final step is to evaluate and improve your brand voice and tone based on the results of your comparison matrix. You can identify your strengths, weaknesses, opportunities, and threats, and use them to create a SWOT analysis. A SWOT analysis is a strategic tool that helps you assess your internal and external factors that affect your brand voice and tone. It can help you define your goals, strategies, and actions to enhance your brand voice and tone and achieve your desired outcomes.

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Dave Able

Full-stack LAMP Developer with a Design Degree - Let's talk about your next project
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Maintaining consistent and successful messaging that resonates with your target audience requires regularly evaluating and refining your brand's voice and tone. Here are some key considerations: - Have a brand voice and tone that reflects your brand's values. - Find out how people feel about the brand's voice and tone through surveys and focus groups. - Examine the branding strategies of your rivals to figure out how you can set yourself apart. - Educate your staff on how to continuously use the brand's voice and tone by giving them guidelines. - Put them to the test, and then refine it based on what you learn from customers and the market. - If you need help, think about hiring a branding or marketing expert.

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5 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 benchmark and compare your brand voice and tone with your competitors and industry leaders?

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1 Step 1: Define your brand voice and tone

2 Step 2: Analyze your competitors and industry leaders

3 Step 3: Create a comparison matrix

4 Step 4: Evaluate and improve your brand voice and tone

5 Here’s what else to consider

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