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Last updated on 2024年7月26日

How do you develop a unique and compelling brand voice and tone?

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Your brand voice and tone are essential elements of your media strategy, as they convey your personality, values, and message to your audience. But how do you develop a unique and compelling brand voice and tone that resonate with your target market and differentiate you from your competitors? Here are some steps to help you craft your brand voice and tone.

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1 Define your brand identity

Before you can express your brand voice and tone, you need to know who you are as a brand. What is your mission, vision, and purpose? What are your core values and beliefs? What are your strengths and weaknesses? How do you want to be perceived by your audience? Answering these questions will help you establish your brand identity, which is the foundation of your brand voice and tone.

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Muhammed Atef

Head of Digital at AlAin News
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Defining your brand identity is pivotal. In my experience, it begins with core values and mission. Reflect on what makes your brand unique and how it resonates with your audience. One thing I've found helpful is storytelling—illustrate your brand's journey, showcasing its ethos. This authenticity strengthens connections, making your voice and tone not just heard but felt. Remember, consistency across all platforms solidifies your brand, turning casual audiences into loyal advocates. It's about crafting a narrative that’s uniquely yours.

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Maia Tekle

Partner, Mister Sister Studio II Founder, Dispatch Goods II Techstars ‘21 & '23 II Berkeley Skydeck ‘20
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Consumers, especially ones who have grown up on the internet, are savvy and expect authenticity from brands. If they can't get to know you, you can't build their trust or loyalty. Marketing allows for intimacy and connection if you're smart enough to leverage the right solutions, talent and strategy. Don't strive for perfection, strive for excellence. With excellence, failure is inevitable, but you'll learn more about your brand in trying things out.

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2 Analyze your audience

Your brand voice and tone should also reflect your audience's needs, preferences, and expectations. Who are they? What are their demographics, psychographics, and behaviors? What are their pain points, goals, and motivations? How do they communicate and consume media? Analyzing your audience will help you tailor your brand voice and tone to their interests, emotions, and values.

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3 Choose your voice attributes

Your brand voice is the consistent and distinctive way you communicate your brand identity across all media channels. It is based on a set of attributes that describe your personality, tone, and style. For example, your brand voice could be friendly, professional, humorous, authoritative, or creative. Choose three to five voice attributes that suit your brand identity and audience, and use them as guidelines for your media strategy.

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Abdul Qavi

Business Strategist. Digital Products. Business Analysis. Entrepreneur. Building Rasmal
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Mirror Your Audience, But With a Twist: While aligning your brand voice with your audience is crucial, don't be afraid to add a unique flavor. Injecting a bit of personality or unexpected humor can make your brand more memorable and engaging. Think of it as mirroring your audience's language and style, but with a distinctive twist that reflects your brand's individuality.

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4 Adapt your tone for each situation

Your brand tone is the variation of your brand voice depending on the context, purpose, and audience of your communication. It is how you adjust your voice to convey the right mood, attitude, and emotion for each situation. For example, your brand tone could be more formal for a press release, more casual for a social media post, or more empathetic for a customer service email. Adapt your tone for each situation by considering the goal, channel, and audience of your communication.

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Maia Tekle

Partner, Mister Sister Studio II Founder, Dispatch Goods II Techstars ‘21 & '23 II Berkeley Skydeck ‘20
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Don't fall into the lazy habit of utilizing the same creative across all platforms and instances. Your audience is smarter than that. Your TV ad should only be for TV. TikTok should look completely different than your Instagram strategy (and really think about which platforms/screens your audience uses.) You don't need to be everywhere for everyone. You can be selective and critical when it comes to media strategy.

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5 Create a brand voice and tone guide

A brand voice and tone guide is an important document that summarizes and illustrates your brand identity and voice attributes, as well as provides examples and best practices for your media strategy. It is a key tool to ensure consistency, clarity, and coherence across all your media channels and touchpoints. Moreover, it helps you train and align your team members, partners, and collaborators on your brand voice and tone. When creating a brand voice and tone guide, make sure to include elements such as audience profile and segments, tone variations for different situations, dos and don'ts for each media channel, as well as examples of good and bad communication.

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Abdul Qavi

Business Strategist. Digital Products. Business Analysis. Entrepreneur. Building Rasmal
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Living Document, Not a Rulebook: Your brand voice and tone guide should be a living document, not a rigid rulebook. Encourage your team to contribute to it, share examples of effective communication, and adapt it as your brand evolves. This collaborative approach ensures that your brand voice remains fresh, relevant, and reflective of your company culture.

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6 Test and refine your brand voice and tone

Your brand voice and tone should not remain stagnant, but instead grow and develop over time. To ensure they remain relevant, effective, and engaging for your audience, you should frequently test and refine them. You can do so by asking for feedback from your audience, team members, and experts; conducting surveys, interviews, focus groups, or polls; analyzing data, metrics, and trends from your media channels; conducting A/B testing or experiments with different voice and tone variations; and reviewing your brand voice and tone guide and updating it as needed. By following these steps, you can create a unique brand voice and tone that will bolster your media strategy and brand identity.

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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 develop a unique and compelling brand voice and tone?

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1 Define your brand identity

2 Analyze your audience

3 Choose your voice attributes

4 Adapt your tone for each situation

5 Create a brand voice and tone guide

6 Test and refine your brand voice and tone

7 Here’s what else to consider

Media Strategy

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