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What are some best practices for creating a brand voice guide?

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A brand voice guide is a document that defines and demonstrates how your brand communicates with your audience. It helps you create a consistent, authentic, and distinctive tone and style across all your channels and platforms. A brand voice guide can also help you align your team, avoid confusion, and stand out from your competitors. In this article, we will share some best practices for creating a brand voice guide that reflects your brand identity and values.

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John Kovacevich

Founder & Creative Director at Agency SOS | A faster, better way to smart strategy & effective creative campaigns

1 Know your audience

Before you create your brand voice guide, you need to know who you are talking to. Who are your ideal customers? What are their needs, pain points, goals, and preferences? How do they communicate and what do they respond to? You can use tools like personas, surveys, interviews, and social media analytics to gather insights about your audience. Knowing your audience will help you tailor your brand voice to their expectations and emotions.

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AJ Silberman-Moffitt

Helping share all the buzz at Tandem.Buzz
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Depending on what aspect of marketing you are looking in from, this can skew your opinion of what is most or least important. Sometimes those involved in SEO will put all of their efforts into using keywords throughout their metadata and content. They, and others, need to remember other aspects are also important. Your audience is one of these aspects. Knowing who you are targeting is a key factor in determining what keywords to use and how to best use them. Make sure that identifying your audience is one of the first steps you take. If you don't, you may need to go backward before you can go forward again.

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2 Define your brand personality

Your brand voice is an expression of your brand personality. How do you want your brand to be perceived by your audience? What are the traits and characteristics that make your brand unique and relatable? You can use adjectives, metaphors, or archetypes to describe your brand personality. For example, you can say your brand is friendly, witty, adventurous, or authoritative. You can also use a brand voice chart to map out the dimensions of your brand voice, such as tone, language, and purpose.

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Mike Vannelli

Creative Director @ thinkenvy.com
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Creating a brand voice guide is like cooking a gourmet meal – you need the right ingredients, a solid recipe, and a dash of humor to make it memorable. Best practices include consistency, authenticity, adaptability, and a healthy sprinkle of wit, ensuring your brand voice is both appetizing and engaging to your audience.

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3 Create your brand voice guidelines

Your brand voice guidelines are the rules and examples that show how to apply your brand voice in different contexts and situations. You can use headings, subheadings, bullet points, or tables to organize your guidelines into categories, such as voice, tone, language, and format. You can also use dos and don'ts, best practices, and sample sentences to illustrate your guidelines. Your brand voice guidelines should be clear, concise, and easy to follow.

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4 Test and refine your brand voice

Your brand voice is not static. It evolves as your brand grows and changes. You need to test and refine your brand voice regularly to make sure it resonates with your audience and reflects your brand values. You can use feedback, metrics, and audits to measure the effectiveness and consistency of your brand voice. You can also use tools like style guides, checklists, and templates to ensure your brand voice is applied correctly and uniformly.

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5 Train and empower your team

Your brand voice is not only the responsibility of your marketing or communication team. It is the responsibility of everyone who represents your brand, from your customer service agents to your social media managers. You need to train and empower your team to use your brand voice confidently and creatively. You can use workshops, webinars, quizzes, or games to educate and engage your team. You can also use tools like tone analyzers, chatbots, or voice assistants to support and inspire your team.

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6 Review and update your brand voice guide

Your brand voice guide is not a one-time project. It is a living document that needs to be reviewed and updated regularly. You need to keep your brand voice guide current and relevant to your brand goals, audience needs, and industry trends. You can use tools like calendars, reminders, or notifications to schedule and track your reviews and updates. You can also use tools like cloud storage, collaboration platforms, or wikis to share and access your brand voice guide easily and securely.

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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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John Kovacevich

Founder & Creative Director at Agency SOS | A faster, better way to smart strategy & effective creative campaigns
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Unfortunately, a lot of "brand voice guides," are a waste of time and money. So many of them are interchangeable ("Approachable, Friendly, Blah, Blah, Blah") that they make your brand unnoticeable wallpaper. Before you spend any time developing your brand guide, ask yourself a question: do you want to stand out or blend in? If you really want to stand out, you need to have the courage to be bold and unique.

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What are some best practices for creating a brand voice guide?

1

2

3

4

5

6

7

1 Know your audience

2 Define your brand personality

3 Create your brand voice guidelines

4 Test and refine your brand voice

5 Train and empower your team

6 Review and update your brand voice guide

7 Here’s what else to consider

Advertising

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What are some best practices for creating a brand voice guide?

1

2

3

4

5

6

7

1 Know your audience

2 Define your brand personality

3 Create your brand voice guidelines

4 Test and refine your brand voice

5 Train and empower your team

6 Review and update your brand voice guide

7 Here’s what else to consider

Advertising

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