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How can you maintain an authentic brand voice over time?

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Your brand voice is the personality and tone of your communication with your audience. It reflects your values, mission, and identity as a business. But how can you keep it consistent and authentic over time, especially when your brand evolves, grows, or faces challenges? Here are some tips to help you maintain an authentic brand voice that resonates with your customers and stakeholders.

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Divya Shah

Building ethical mental health tech where privacy meets practice | Founder @Vinyasa | Privacy-First Innovation | Josh…

1 Define your brand voice

The first step to maintaining an authentic brand voice is to define it clearly and document it in a brand voice guide. A brand voice guide is a tool that helps you and your team communicate in a consistent and coherent way across different channels and platforms. It should include your brand's core values, mission, vision, tone, style, and voice attributes. For example, you might describe your brand voice as friendly, professional, confident, or humorous. You should also provide examples of how to apply your brand voice in different scenarios, such as social media posts, emails, blogs, or ads.

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Divya Shah

Building ethical mental health tech where privacy meets practice | Founder @Vinyasa | Privacy-First Innovation | Josh Talk Speaker | Ex-Brand Consultant to 50+ Startups
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Key points to remember while drafting brand voice guideline is to consider the Dos' and Don'ts of a brand voice. Set a boundary to what playful and aggressive means for your brand. How much room does a writer have for experimentation. State some examples of the existing brands to ensure the do's and don'ts are clear. Mention which english language is being followed: American or British English. The punctuations to be followed and what citation is to be used

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2 Align your brand voice with your audience

Your brand voice should not only reflect your own identity, but also connect with your target audience and their needs, preferences, and expectations. You should research your audience and understand their demographics, psychographics, pain points, and goals. You should also monitor their feedback and engagement with your brand and adjust your brand voice accordingly. For example, if your audience is young and tech-savvy, you might use a casual and witty brand voice. If your audience is more mature and conservative, you might use a formal and respectful brand voice.

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Divya Shah

Building ethical mental health tech where privacy meets practice | Founder @Vinyasa | Privacy-First Innovation | Josh Talk Speaker | Ex-Brand Consultant to 50+ Startups
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One of the ways to research about your audience is to use social listening and competitor research tools such as sprout social, semrush, and similarweb

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3 Adapt your brand voice to different contexts

While your brand voice should be consistent, it should also be flexible enough to adapt to different contexts and situations. You should consider the purpose, tone, and format of each communication channel and platform, and adjust your brand voice accordingly. For example, you might use a more informal and conversational brand voice on social media, where you can interact with your audience directly and casually. You might use a more formal and informative brand voice on your website, where you want to establish your credibility and authority.

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4 Train and empower your team

Your brand voice is not only your responsibility, but also your team's. You should train and empower your team members to use your brand voice effectively and confidently in their communication roles and tasks. You should provide them with access to your brand voice guide and other resources, such as templates, checklists, or tools. You should also encourage them to give and receive feedback, share best practices, and collaborate with each other. By doing so, you can ensure that your team is aligned and consistent with your brand voice.

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5 Review and update your brand voice

Your brand voice is not static, but dynamic. It should evolve and grow with your brand and your audience over time. You should review and update your brand voice regularly and periodically, based on your performance, feedback, goals, and changes. You should also test and measure the impact of your brand voice on your audience and your business outcomes, such as awareness, loyalty, conversion, or retention. By doing so, you can keep your brand voice relevant, authentic, and effective.

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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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How can you maintain an authentic brand voice over time?

1

2

3

4

5

6

1 Define your brand voice

2 Align your brand voice with your audience

3 Adapt your brand voice to different contexts

4 Train and empower your team

5 Review and update your brand voice

6 Here’s what else to consider

Brand Development

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How can you maintain an authentic brand voice over time?

1

2

3

4

5

6

1 Define your brand voice

2 Align your brand voice with your audience

3 Adapt your brand voice to different contexts

4 Train and empower your team

5 Review and update your brand voice

6 Here’s what else to consider

Brand Development

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