How to Craft a Distinctive Brand Voice

What’s the first thing that pops into your mind when you think of the entrepreneur and Internet personality Gary Vee? After marketing advice, I think of the way he speaks to his audience. He curses A LOT, and he makes no apologies for it. It’s part of his brand and his way with words gives him a distinctive voice that makes him stand out and places him squarely in his own lane.?

Any fans of life coach, author and speaker Iyanla Vanzant out there? If I close my eyes and listen for the rich sound of her voice I can hear her calling someone “beloved” and telling them they have to “do the work.”?

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When it comes to branding, there’s almost nothing more powerful than an authentic and easily recognizable voice that shines through no matter the type of content you create. A distinctive brand voice can elevate your brand, communicate your values and personality and create a more intimate and personal connection with your audience.

Let's take a look at four things you can do to craft a distinctive brand voice that makes you stand out and resonates with your target audience.

1. Build a Brand Persona?

No matter what anyone may say, you are not your brand. Your persona is. A persona is a carefully crafted representation of you that you present to the public.?

The first step to building a brand persona is highlighting what you want your audience to know about you and keeping private what you prefer to keep to yourself.?

Next, determine your brand’s core values and principles and make the ones that are relevant to your brand your persona’s core values and principles, too. So, if you’re a responsible, hard worker who values excellence and likes to party on the weekends, your persona can be a fun-loving expert who teaches others how to strive toward excellence.?

2. Select Your Message

Select your primary message and stick with it. Is your goal to teach others how to work efficiently, master a new skill or be their best selves? Whatever you choose, speak about it consistently across all platforms. That means conveying the same message and keeping the same style whether you’re writing a blog post, newsletter, social media post, video or podcast.

3. Use Stories and Tone to Connect

Relatability is where it’s at. You’re the expert, but less like a boring old professor and more like a trusted mentor or friend. Tell stories to illustrate important points and select a tone allows you to communicate your message in a way that meets them where they are. To do this, learn as much about your audience as you can. Demographic information that includes their age, where they live and what they do for a living can help you determine how to speak to them in a language they will appreciate, understand and enjoy.?

4. Stay Flexible

Use analytics and seek feedback through comments, polls, and other interactions to determine if your audience likes the distinctive voice you’ve crafted and detect shifts in their likes, dislikes, and attitudes over time. Adjust your brand voice to stay relevant and resonate with your audience's evolving interests.

A distinctive voice can make your brand stand head and shoulders above the crowd, turning it into a powerful magnet that attracts the people who need your message and would benefit from your products and services. By understanding your brand persona, staying on message and telling stories in a tone that engages your audience, you can craft a brand voice that leaves a lasting impression.?

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