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How do you create brand voice guidelines for a print-to-digital transition?

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If you're a print-based business that wants to expand your online presence, you need to adapt your brand voice to the digital medium. Brand voice is the consistent and distinctive way you communicate with your audience across different channels. It reflects your brand personality, values, and goals. In this article, you'll learn how to create brand voice guidelines for a print-to-digital transition that will help you engage your online readers and customers.

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Juliana Caburl?o

Coordena??o | Branding l Marketing | Planejamento Estratégico | Trade | Produtos
Mary Ann B.

Director/Senior Manager, Product Marketing and Communications | Storyteller | Growth catalyst | AI enthusiast | Keeping…
Sadaf Siddiqui

Love for storytelling with a Superpower called Empathy. Perceptive Insight Into Fellow Humans & A Keen Sense For Ideas…

1 Why is brand voice important for digital?

Print and digital are different modes of communication that require different approaches to brand voice. Print is more static, formal, and authoritative, while digital is more dynamic, casual, and interactive. Digital audiences have shorter attention spans, more distractions, and more options to choose from. They expect your brand voice to be clear, concise, and relevant. They also want your brand voice to be authentic, human, and engaging. They want to feel a connection with your brand and have a conversation with you.

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Mary Ann B.

Director/Senior Manager, Product Marketing and Communications | Storyteller | Growth catalyst | AI enthusiast | Keeping it simple
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A professional, yet approachable, voice in the digital space conveys expertise and builds trust. Avoid jargon and fluff, focus on value, and sprinkle in insights that show you understand your audience's needs. Be informative, helpful, and most importantly, human. Remember, people connect with people, not faceless corporations. So, speak truth, share knowledge, and build genuine relationships through digital conversations. That's how you turn casual scrolls into loyal followers.

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Sadaf Siddiqui

Love for storytelling with a Superpower called Empathy. Perceptive Insight Into Fellow Humans & A Keen Sense For Ideas & Words That'll Connect, Concepts/Stories That'll Move, Market Trends, New Content Opportunities.
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Creating brand voice guidelines for a print-to-digital transition involves understanding the brand's personality & message to be conveyed, analysing the target audience for digital preferences, & adapting to the specific nuances of digital communication. Consistency across platforms is crucial, & adjustments should be made for different digital channels. Updates to style guides & training ensure a unified approach. Engaging in conversations, maintaining visual consistency, & incorporating storytelling are essential for effective digital communication. Continuous feedback, legal compliance, & adaptability to evolving trends round out the process, along with testing & optimisation to measure effectiveness & refine strategies accordingly.

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2 How to assess your current brand voice

Before you create brand voice guidelines for digital, you need to understand your current brand voice for print. You can do this by conducting a brand voice audit. A brand voice audit is a process of analyzing your existing print materials and identifying the key elements of your brand voice, such as tone, style, vocabulary, and grammar. You can use a brand voice chart to organize your findings and compare them with your brand identity and goals. A brand voice chart is a table that lists the attributes of your brand voice along with examples and dos and don'ts.

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Yomna Elemam

Marketing Research Consultant, International Marketer / MBA Holder
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Yomna's Guide to Brand Voice Assessment - Word Wonderland: Dive into your written content. Analyze blog posts, social media captions, etc. Do the words reflect the desired personality? - Visual Vibrations: Explore visual elements. Assess graphics, images, and overall design. Do they align with the intended brand persona? Ensure visuals dance to the same beat as the brand's vibrant voice! - Audience Ear Tune-up: Listen to your audience. Collect feedback, monitor comments, and engage in social listening. Are they echoing brand's essence????? - Checkpoint: Review across platforms. Does the brand's voice echo consistently on all channels? - Competitor: Spy on competitors. Explore how others in your space communicate. Does The brand stand out?

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3 How to adapt your brand voice for digital

Once you have a clear picture of your current brand voice for print, you can start to adapt it for digital. You don't need to make drastic changes, but some adjustments are necessary to suit the digital medium and audience. To help with this, consider using shorter sentences and paragraphs to make content easier to scan and read, as well as active voice and action verbs to make it more lively and direct. Additionally, use simple and familiar words to make your content more accessible and understandable. You can also add contractions, colloquialisms, and humor to make your content more friendly and relatable. Furthermore, include questions, commands, and calls to action to make your content more interactive and engaging. Finally, use personal pronouns and address your audience directly to make your content more conversational and human.

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Laura Milena Sarmiento Celis

Marketing Digital I Artificial Intelligence | Content Manager I Social Media Manager I Email Marketing I Copywriting | SEO
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Hay otro aspecto importante a contemplar: las palabras o términos que sí usaremos y los que no. Dependiendo de la forma como la marca desee comunicarse, es posible que haya términos que prefiramos no usar, bien sea porque son demasiado informales, porque no se alinean a la forma como nuestra audiencia se expresa o porque pueda generar malas interpretaciones. Una vez tengamos claras las palabras que no usaremos y las que sí, será mucho más fácil expresarnos de la forma más adecuada.

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Elizabeth Zuk

?Rejuvenating Businesses with Video? Creating Cohesive Marketing Videos & Branded GIFs for your Website, Social Media Posts and Email Newsletters ??????
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Springboard from your print work. Once you decide choose the main message, you can then decide how you want to bring the visuals to life. It can be minor adaptations of your print work or completely new source footage. Then decide the pacing of the video. This will influence how it's edited, sound, sound effects and transitions. Creating digital campaigns allows you to quickly show more facets of your business or message and is a powerful tool.

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Brittany Tatum

Communications Manager at Community.co
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Tailor your brand voice for the digital landscape by understanding your online audience. Craft concise, engaging content that resonates with digital users. Embrace conversational tones suited for social media and interactive platforms. Utilize multimedia, such as videos and infographics, to enhance communication. Regularly assess and adjust your tone based on audience feedback, ensuring authenticity and relevance in the dynamic digital space.

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4 How to create brand voice guidelines for digital

Once you have adapted your brand voice for digital, it is essential to document it in a set of brand voice guidelines. These guidelines help maintain a consistent and distinctive brand voice across all digital channels, as well as train and align content creators and editors. The guidelines should include a definition and description of your brand voice, a list of key attributes for both print and digital, a brand voice chart with examples and dos and don'ts, a glossary of terms and phrases specific to your brand and industry, and a style guide covering grammar, punctuation, spelling, and formatting.

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5 How to implement and evaluate your brand voice guidelines

Creating brand voice guidelines is not enough. You must also implement and evaluate them to ensure effectiveness and consistency. To do this, you should communicate the guidelines to your content team and stakeholders, providing them with training and feedback. Utilize tools and templates to create and edit content according to the guidelines. Additionally, it's important to test and measure your content performance and user feedback to determine if your brand voice resonates with your digital audience. Finally, review and update the guidelines regularly to keep them relevant and aligned with your brand evolution and market changes.

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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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Juliana Caburl?o

Coordena??o | Branding l Marketing | Planejamento Estratégico | Trade | Produtos
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Já participei de processos de debranding e existe um passo a passo que pode auxiliar nessa reconstru??o de tom de voz e atributos da marca. S?o eles: - diagnóstico com pesquisa interna (c-level + colaboradores) - diagnóstico com pesquisa externa (clientes e concorrentes) - dinamica de atributos - defini??o personalidade/ posicionamento da marca - brandbook com identidade visual e identidade verbal

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How do you create brand voice guidelines for a print-to-digital transition?

1

2

3

4

5

6

1 Why is brand voice important for digital?

2 How to assess your current brand voice

3 How to adapt your brand voice for digital

4 How to create brand voice guidelines for digital

5 How to implement and evaluate your brand voice guidelines

6 Here’s what else to consider

Content Development

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How do you create brand voice guidelines for a print-to-digital transition?

1

2

3

4

5

6

1 Why is brand voice important for digital?

2 How to assess your current brand voice

3 How to adapt your brand voice for digital

4 How to create brand voice guidelines for digital

5 How to implement and evaluate your brand voice guidelines

6 Here’s what else to consider

Content Development

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