Your brand voice is the way you communicate your values, personality, and message to your audience. It's not just what you say, but how you say it. A consistent and authentic brand voice can help you stand out, connect, and build trust with your customers. But how do you test and refine your brand voice over time? Here are some tips to help you.
Before you can test and refine your brand voice, you need to define it. What are the core attributes, tone, and style of your brand? How do you want to sound and feel to your audience? You can use a brand voice chart or a brand voice statement to summarize your brand voice and guide your content creation.
Defining your brand voice goes beyond just choosing the right words—it's about creating an emotional connection with your audience. Start by examining your brand's core attributes, values, and unique selling points. Consider how you want your audience to perceive you and how you can differentiate yourself from competitors. Remember, your brand voice is not set in stone. It should evolve and grow alongside your brand. Stay true to your brand's values and mission while also being adaptable to the changing needs and expectations of your audience. By defining and consistently implementing your brand voice, you'll create a distinct and authentic identity that resonates with your audience, fosters trust, and sets you apart in a crowded market.
Each brand sets out to have a unique tone of voice as per the need. These usually stem from the brand archetype. There are 12 archetypes - ? The Outlaw ? The Magician ? The Hero ? The Lover ? The Jester ? The Everyman ? The Caregiver ? The Ruler ? The Creator ? The Innocent ? The Sage ? The Explorer Each archetype is linked to the Human emotion and drives the brand and tone of voice.
One of the best ways to test your brand voice is to collect feedback from your audience and stakeholders. You can use surveys, interviews, reviews, social media comments, or analytics to measure how your brand voice resonates with your customers. You can also ask for feedback from your team, partners, or experts to evaluate how your brand voice aligns with your goals and values.
Once you have collected feedback, you need to analyze your results and identify what works and what doesn't. You can use qualitative and quantitative methods to assess how your brand voice affects your engagement, conversion, retention, and loyalty. You can also compare your brand voice to your competitors and industry benchmarks to see how you stand out or blend in.
Based on your analysis, you can refine your brand voice to make it more effective and consistent. You can update your brand voice chart or statement to reflect your changes and communicate them to your team and stakeholders. You can also create or revise your brand voice guidelines and templates to ensure your content follows your brand voice.
Craft a defined brand voice. Seek feedback from audience and stakeholders. Analyze results for engagement. Refine based on findings. Continuously test, adapt, and learn. Your evolving brand voice fuels resonance and connection.
Testing and refining your brand voice is not a one-time process, but an ongoing one. You need to test your brand voice regularly and adapt it to changing customer needs, preferences, and expectations. You can use the same or different methods of feedback and analysis to monitor your brand voice performance and impact.
Testing and refining your brand voice is also a learning opportunity. You can learn more about your audience, your industry, and your own brand by listening and observing how your brand voice works. You can also learn from other brands, experts, and best practices to inspire and improve your brand voice.
Tone of voice is interlinked to the Brand archetype. Which has 4 core values - □ Leave Legacy □ Pursue Connection □ Provide Structure □ Explore Spirituality As brand marketers we should play around in these 4 core values and deploy tone of voice accordingly.