How to develop a strong brand voice
A guide for standout communication
In a world where consumers are bombarded with messages, a strong brand voice is the key to standing out. Your brand voice is more than just words—it’s the personality and tone that define how your business communicates with your audience. Get it right, and you’ll create emotional connections, build trust, and boost brand recognition.
However, mixed messages and a lack of focus can confuse the audience. This can make them feel unsure and less engaged. So we have created a handy guide on how to craft a brand voice that resonates with your audience.
Define your brand’s core identity
Before deciding how your brand should sound, it is important to clarify who you are as a business. Ask yourself:
What is your company's mission and purpose?
What values drive your brand?
What makes you unique in the marketplace?
It can help to think of your brand as a person. Are they professional and authoritative, or fun and quirky? Build a profile of who they are and how they would behave. Defining this identity will lay the foundation for your brand voice.
Know your audience
Your brand’s voice should speak directly to your target audience. When you use your brand's tone of voice, your target market should connect with it and the pain points you highlight. To effectively communicate with your audience:
Identify your ideal potential customers: their age, interests, and challenges.
Consider how they talk—formal, casual, industry-specific?
Research their expectations for communication.
The better you understand your audience, the more authentic and engaging your brand voice will feel.
Audit your current brand voice
If you’ve been creating content already, it is time to take a step back to analyse it:
Does your voice stay consistent across channels (website, social media, emails, blog posts)?
Are there any inconsistencies that need fixing?
How do customers experience and respond to your messaging?
A great way to audit your brand voice is to collect and review past communications, whether it’s blog posts, email newsletters, or social media captions. Look for patterns—are you maintaining the same tone throughout, or does it fluctuate depending on the platform?
You can also conduct audience surveys or feedback sessions to understand how people perceive your brand’s messaging. If you notice discrepancies, consider aligning your tone and style to maintain a cohesive brand experience.
This audit will help you identify areas where you need to refine and align your tone.
Establish your tone & brand guidelines
A brand voice is what you say, while tone is how you say it. Defining these will help maintain consistency across all content. Consider:
Tone: Are you friendly and conversational or formal and authoritative?
Vocabulary: Do you use industry jargon, simple language, or humour?
Style: Short and punchy sentences or detailed and informative?
To keep things clear, create a brand voice chart like this:
| Voice Trait | Description | Do’s | Don’ts |
|---|---|---|---|
| Friendly | Warm and approachable | Use conversational language | Avoid complex jargon |
| Authoritative | Expert yet accessible | Provide insights and facts | Sound robotic |
| Playful | Fun and engaging | Use light humour | Overdo slang or sarcasm |
Ensure consistency across all channels
A strong brand voice must be recognisable wherever your audience interacts with you. Whether it’s your website, social media, ads, or customer service, the voice should be consistent.
To make this happen:
Train your team on brand voice guidelines.
Create templates for social media captions, emails, and ad copy.
Regularly review content to ensure alignment with your defined voice.
Test, evolve & refine
A great brand voice shouldn’t be set in stone. As your business evolves, so should your communication style. Your audience’s preferences, industry dynamics, and market trends will shift over time, making it essential to periodically refine your messaging. Here’s how to keep your brand voice fresh and effective:
Engagement levels - which tones resonate most with your audience?
Customer feedback - do they find your messaging relatable?
Industry trends - is your voice staying relevant?
Internal consistency checks - make sure your team understands and follows your brand voice guidelines
A/B testing - compare how different tones perform and refine your strategy based on real data
Build a brand voice that lasts
A compelling brand voice doesn’t just make your business sound good. It creates meaningful relationships with your audience. By defining your brand identity and knowing your audience, you can create a strong voice that builds trust, helps people remember your brand, and encourages customer loyalty.
Looking for expert help in shaping your brand voice? Livewire Marketing specialises in brand development, content strategy, and marketing strategies that make an impact. Get in touch with us today to build a brand voice that sets you apart!
