When you're beginning to market a new brand, there are a lot of things to consider; for example: Which platforms will you use to promote it? What will you be posting about? Who are your target audiences, and how do you want them to feel or respond whenever they encounter your brand?
Each of these is a key element in building your brand identity; and the voice you use to convey that identity is absolutely crucial. We've discussed the reasons why it's important to take the time to develop a voice, but how does one go about it? What are the key elements that ensure your brand's voice is clear and distinct, and will appeal to your target audience?
We wanted to pass along some helpful information on developing a voice guide for your brand:
Brand Identity Pillars
When you’re preparing to promote your brand, you've likely put a good deal of thought into its visual identity. From logo to color scheme to website aesthetic, every aspect makes a difference in how your audience will perceive you. The same applies to your voice. Take time to think through who your brand is and what the purpose of your messaging will be. Do you want to be seen as an expert in your field, focused on education or thought leadership? Or maybe as a relatable partner that serves as a source of inspiration? Write out 3-4 statements that define your brand, with the understanding that these are all-encompassing: you will not be or share or do anything that falls outside of them. Your content strategy will be built around these brand identity pillars.
Tone
Once you’ve decided on your brand’s basic identity, the first thing you should consider is tone. Is your brand’s voice upbeat and friendly? More professional and knowledgeable? Think about where your audience will be reading your messaging. Is it via email, social channels, website? What tone will you be using for each? If you're going for upbeat and friendly, for example, your language will likely be more colloquial and informal. If your brand identity is more professional and knowledgeable, on the other hand, you may want to consider using more formal language, perhaps with a bit more industry jargon. The type of language you use will appeal to different types of audiences, so consider the way your target audience generally speaks, and build your voice accordingly.
Guidelines
Next, you'll want to consider the type of content you’ll be sharing. Take the time to map out things you would and wouldn’t post about. When it comes time to begin your content marketing, you’ll have a much better idea of what should and shouldn’t be posted, so as to make sure you stay true to your brand.
Diction
Lastly, it's time to define the specific words and phrases that you want to use in your messaging. Research other individuals and businesses active in your industry to determine which words and phrases are most commonly used, most well received, and which should be avoided. Consider whether you want to play into and build upon language trends and slang, or avoid them altogether. Get as granular as you possibly can; it will help you exponentially when you're developing your content.
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Developing a new brand is a lot of work, but it can also be a lot of fun. You can tweak your guide as you gain insight into what appeals to your audience and what doesn't. And once you have your guide in place, you can share it with your whole team to make sure you're all on the same page when representing your brand. It will also really come in handy if you ever decide to bring in any outside help!
Do you have any tips for new brands that are developing their voices? Share with us! Here's how: