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What are the top 5 mistakes to avoid when creating a brand voice and tone guideline?

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A brand voice and tone guideline is a document that defines how your brand communicates with your audience across different channels and contexts. It helps you create consistent, engaging, and trustworthy content that reflects your brand identity and values. However, creating a brand voice and tone guideline is not a simple task, and there are some common mistakes that you should avoid to make it effective and useful. In this article, we will discuss the top 5 mistakes to avoid when creating a brand voice and tone guideline, and how to overcome them.

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Ashiish V Patil

I help brands & platforms tell great stories. Ex-CEO, MTV India. Ex-CEO, Youth Films, Talent, Digital Originals at Yash…
Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…

1 Mistake 1: Not knowing your audience

One of the biggest mistakes you can make when creating a brand voice and tone guideline is not knowing who you are talking to. Your audience is the most important factor that influences your brand voice and tone, as you need to match their expectations, needs, and preferences. If you don't know your audience well, you risk creating a brand voice and tone that is irrelevant, confusing, or off-putting for them. To avoid this mistake, you need to do thorough audience research and segmentation, and create detailed buyer personas that represent your ideal customers. This will help you understand their demographics, psychographics, pain points, goals, and motivations, and tailor your brand voice and tone accordingly.

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Ashiish V Patil

I help brands & platforms tell great stories. Ex-CEO, MTV India. Ex-CEO, Youth Films, Talent, Digital Originals at Yash Raj Films. Writer. Producer. Director. Author. Proud Autism Dad. #ActuallyAutistic.
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Brand tone and voice blunders 1. Inconsistency Imagine Jim Carrey doing a Tom Cruise to DeNiro mid-show. Fans would be confused. Pick a vibe and stick to it. 2. Imitation Feeling the heat to ride the trend? Don't turn into a copycat. Trends come & go, but authenticity? Forever. 3. Cultural Insensitivity The world's 1 big dancefloor but everyone doesn't like the same tunes. Be mindful of cultural flavors. A hit in the US might be offensive elsewhere. 4. Team Training Not everyone's fluent in "Brand Speak." Train your team, simplify the rules, hold their hands if needed. 5. Ignoring Feedback Not listening to your audience is like turning down free advice. Embrace feedback, invite it, review it, and make your brand even more epic.

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2 Mistake 2: Not being consistent

Another common mistake you can make when creating a brand voice and tone guideline is not being consistent across different channels and formats. Your brand voice and tone should be recognizable and distinctive, regardless of whether you are writing a blog post, a social media caption, an email, or a video script. If you are inconsistent, you risk confusing your audience and diluting your brand identity. To avoid this mistake, you need to document your brand voice and tone attributes, such as personality, values, tone, language, and style, and provide clear examples and best practices for each channel and format. You also need to train your content creators and editors on how to apply your brand voice and tone guideline, and review your content regularly to ensure it aligns with it.

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3 Mistake 3: Not being flexible

A third mistake you can make when creating a brand voice and tone guideline is not being flexible enough to adapt to different situations and scenarios. Your brand voice and tone should not be rigid and static, but rather dynamic and responsive to the context and the mood of your audience. For example, your brand voice and tone might change depending on the purpose of your content, the stage of the buyer's journey, the type of feedback you receive, or the current events and trends. If you are not flexible, you risk sounding inappropriate, insensitive, or boring for your audience. To avoid this mistake, you need to define the range and variation of your brand voice and tone, and provide guidelines on how to adjust it based on the context and the emotion. You also need to monitor your audience's feedback and sentiment, and update your brand voice and tone guideline accordingly.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Don't try to make your brand guidelines cover every possible scenario. You'll end up with a brand book too long to read or use. And you'll never finish it. Empower someone who knows the brand guidelines backwards and forwards to act on the brand's behalf when applying it to formats not previously considered.

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4 Mistake 4: Not being authentic

A fourth mistake you can make when creating a brand voice and tone guideline is not being authentic and true to your brand identity and values. Your brand voice and tone should reflect who you are, what you stand for, and what makes you unique and different from your competitors. If you are not authentic, you risk losing your audience's trust and loyalty, and damaging your reputation. To avoid this mistake, you need to define your brand mission, vision, and values, and align your brand voice and tone with them. You also need to avoid copying or imitating other brands' voice and tone, and find your own distinctive and original voice and tone that resonates with your audience.

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5 Mistake 5: Not testing and measuring

A fifth mistake you can make when creating a brand voice and tone guideline is not testing and measuring its effectiveness and impact. Your brand voice and tone guideline is not a one-time project, but rather an ongoing process that requires constant evaluation and improvement. If you don't test and measure your brand voice and tone, you risk missing out on opportunities to optimize your content performance and reach your goals. To avoid this mistake, you need to set clear and measurable objectives and KPIs for your brand voice and tone, and use various tools and methods to track and analyze your content metrics, such as traffic, engagement, conversion, retention, and advocacy. You also need to solicit feedback from your audience and stakeholders, and use it to refine and update your brand voice and tone guideline.

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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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What are the top 5 mistakes to avoid when creating a brand voice and tone guideline?

1

2

3

4

5

6

1 Mistake 1: Not knowing your audience

2 Mistake 2: Not being consistent

3 Mistake 3: Not being flexible

4 Mistake 4: Not being authentic

5 Mistake 5: Not testing and measuring

6 Here’s what else to consider

Content Marketing

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What are the top 5 mistakes to avoid when creating a brand voice and tone guideline?

1

2

3

4

5

6

1 Mistake 1: Not knowing your audience

2 Mistake 2: Not being consistent

3 Mistake 3: Not being flexible

4 Mistake 4: Not being authentic

5 Mistake 5: Not testing and measuring

6 Here’s what else to consider

Content Marketing

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