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What makes a brand voice authentic and effective?

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Your brand voice is the personality and tone of your communication with your audience. It reflects your values, your message, and your identity as a business. But how do you create a brand voice that is authentic and effective? How do you make sure it resonates with your target market and stands out from the competition? In this article, you will learn the key elements of a successful brand voice and how to apply them to your own brand development.

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1 Define your brand voice

Before you can craft your brand voice, you need to define it. This means understanding who you are, what you do, and why you do it. You also need to know who you are talking to, what they care about, and how they talk. To do this, you can conduct a brand audit and research your audience, competitors, and industry. You can also create a brand voice chart that summarizes your brand attributes, tone, language, and examples.

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2 Be consistent and coherent

Once you have defined your brand voice, you need to use it consistently and coherently across all your channels and platforms. This means aligning your brand voice with your visual identity, your content strategy, and your customer journey. You also need to ensure that your brand voice is coherent within each channel and platform, and that it matches the context and purpose of your communication. For example, your brand voice on social media might be more casual and playful than on your website or email.

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3 Be human and relatable

Another key element of an authentic and effective brand voice is being human and relatable. This means avoiding jargon, clichés, and generic statements that sound robotic or impersonal. Instead, you should use conversational and natural language that expresses your personality and emotions. You should also address your audience directly and personally, using pronouns like you and your, and asking questions or inviting feedback. By being human and relatable, you can build trust and rapport with your audience.

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Julien McNab

Digital Executive | Creative Producer | Marketing and Content | Business Development | Content Strategy | Creative Strategy | Content Operations | Brand Specialist | Podcasting | Soccer and Music Content Specialist
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Acknowledge your audience by addressing their questions, while surfacing meaningful input of theirs. For example, with their permission I would highlight follower/fan quotes across my network's FB/IG/(what was) Twitter accounts. Also, not being afraid to express human emotion (joy, sadness, confusion, determination, etc) in a tactful and meaningful way adds value to the relationship between your brand and audience.

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4 Be unique and memorable

To stand out from the crowd, your brand voice needs to be unique and memorable. This means finding your own style and voice that reflects your brand identity and values. You can do this by using distinctive words, phrases, or expressions that capture your essence and convey your message. You can also use humor, storytelling, or metaphors to make your brand voice more engaging and memorable. By being unique and memorable, you can create a lasting impression and a loyal following.

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5 Be adaptable and flexible

Finally, an authentic and effective brand voice is adaptable and flexible. This means being able to adjust your brand voice to different situations, audiences, and goals. You can do this by using different levels of formality, tone, and language depending on the context and purpose of your communication. You can also use different formats, media, and channels to deliver your brand voice in the most appropriate and effective way. By being adaptable and flexible, you can optimize your brand voice for different scenarios and outcomes.

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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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Mohammad Saqib Mehboob

GM Innovation | Strategy | Branding | Marketing | E-Commerce & Performance Marketing | Sustainability
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Being genuine and true to the audience, resonating with their emotional tipping points, reflecting your own as if the brand was a human talking to other humans, reflects the brand's values, evokes emotions, and creates simplicity and clarity. Humans need hand holding and if they feel a brand is synchronous to their thought process, the brand voice immediately becomes authentic and effective.

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What makes a brand voice authentic and effective?

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2

3

4

5

6

1 Define your brand voice

2 Be consistent and coherent

3 Be human and relatable

4 Be unique and memorable

5 Be adaptable and flexible

6 Here’s what else to consider

Brand Development

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What makes a brand voice authentic and effective?

1

2

3

4

5

6

1 Define your brand voice

2 Be consistent and coherent

3 Be human and relatable

4 Be unique and memorable

5 Be adaptable and flexible

6 Here’s what else to consider

Brand Development

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