{"id":17315,"date":"2022-06-20T14:28:00","date_gmt":"2022-06-20T12:28:00","guid":{"rendered":"https:\/\/mediaforta.com\/blog\/?p=17315"},"modified":"2022-08-25T14:27:49","modified_gmt":"2022-08-25T12:27:49","slug":"6-steps-to-finding-your-brand-voice","status":"publish","type":"post","link":"https:\/\/mediaforta.com\/blog\/en\/content-strategy\/6-steps-to-finding-your-brand-voice\/","title":{"rendered":"6 steps to finding your brand voice"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Let&#8217;s say it\u2019s the beginning of winter (assuming you live in the Northern hemisphere!) and you walk past a red billboard with a white polar bear, you could instantly recognise the Coca-Cola ad with the feeling of home, happiness, and celebration. When you grab a blue M&amp;M you instantly hear the \u201ccool\u201d character whilst the red and yellow chocolate pebbles can exude wittiness and fun. Or when you see a Rolls Royce drive-by, you instantly connotate luxury. This shows people relate to brands on an emotional level and that is due to a distinct brand voice and personality.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"so-what-is-a-brand-voice\">So what is a brand voice?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A brand voice is that unique personality you spread across all of your communications. It allows your company to have a distinct voice so your customers won\u2019t mistake you for others. Crucially the voice should be applied throughout your business to have a sense of consistency; ranging from social media posts, and email marketing, to even internal announcements; a consistent personality is key!&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A strong brand voice creates such an impression that over <a href=\"https:\/\/sproutsocial.com\/insights\/data\/uk-ireland-social-media-trends-2022\/\">40% of consumers<\/a> (Sprout Social Index 2022) found that memorable content played a significant impression in brand distinction, followed by distinct personalities, and compelling storytelling.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This article will delve into the six steps that can help you discover your brand voice.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1-look-within-at-your-mission-and-core-values\">1. Look within\u2026 at your mission and core values<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The first and best way to harness your brand voice is to refer to your business&#8217;s mission statement or core values; you can then extract some of the tones of its personality. Explore <a href=\"https:\/\/blog.hubspot.com\/marketing\/inspiring-company-mission-statements\" target=\"_blank\" rel=\"noreferrer noopener\">this guide<\/a> to identify and create your statement that will allow you to roadmap your company\u2019s vision.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once you\u2019ve extracted some key characteristics from your core values and mission, try to describe the traits through three adjectives that can be thoroughly defined to cater to your brand personality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An example:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Excellence &#8211; experts, quality; \u201cOur expertise and development of XYZ is at the core of our company.\u201d<\/li><li>Passionate &#8211; expressive, action-oriented; \u201cwe are passionate about X, and what we do.\u201d<\/li><li>Authentic &#8211; veritable, genuine; \u201cour customers trust and rely on our credible XYZ.\u201d<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2-find-your-audience-to-find-your-brand-voice\">2. Find your audience, to find your (brand) voice<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Who is your ideal customer? Are they decision-makers in business, creatives, or even children? Another great way to find your brand voice is to create your buyer persona, as it\u2019ll influence your brand voice heavily.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Figure out who your target customer is and create content that will most likely relate to them. For example, if your brand sells high-end professional audio equipment, try to use concise, relevant words that capture the needs of sound engineers. Or, if you\u2019re a brand selling surfboards in a beach town, try using colloquial terms that truly resonate with your customers. Lastly, don\u2019t forget your voice must transcend; do not present it robotically or in a way that fades as trends change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(Pictured below: a British bank, not traditional in its approach to communication)<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"350\" src=\"http:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo-1024x350.png\" alt=\"\" class=\"wp-image-17286\" srcset=\"https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo-1024x350.png 1024w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo-635x217.png 635w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo-768x262.png 768w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo-960x328.png 960w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo.png 1188w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo2-902x1024.png\" alt=\"\" class=\"wp-image-17289\" width=\"840\" height=\"953\" srcset=\"https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo2-902x1024.png 902w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo2-559x635.png 559w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo2-768x872.png 768w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo2-475x540.png 475w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Monzo2.png 1104w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-list-what-you-are-what-youre-not-tone-of-voice\">3. List what you are &amp; what you\u2019re not (tone of voice)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Another way to formulate your brand voice is to find out what you don\u2019t want the brand to be (and what you do want to be).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Collate a couple of statements, so you can find the variances of what your tone should and shouldn\u2019t be.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Example:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Our brand is not unimaginative<\/li><li>Our brand is collaborative<\/li><li>Our brand is technically excellent<\/li><li>Our brand is not unfriendly<\/li><li>Our brand is fun<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, a \u201cdos and don\u2019ts\u201d list helps your employees understand much more quickly what brand voice you intend to use. An example of <a rel=\"noreferrer noopener\" href=\"http:\/\/download.skype.com\/share\/blogskin\/press\/skype_brandbook.pdf\" target=\"_blank\">Skype\u2019s brand book<\/a> shows that even as a VoIP company they rather use other, nonjargon or industry-heavy words when connecting with their audience.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/contentrockr.com\/files\/images\/articleimages\/Article-108\/a4fa13af-5b1f-4104-8609-3282a4726e34.png\" alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4-find-the-best-content-you-already-have\">4. Find the best content you already have<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sometimes the best inspiration is within. If your business has already been posting content, granulate further and see which posts resonate more with your followers. The content could be a research-based white paper, a post that had pop references or even a job ad that had great copywriting!&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Find out what posts performed well, and apply that language all over your brand voice and ultimately throughout your business. Over <a href=\"https:\/\/sproutsocial.com\/insights\/data\/2020-index\/\" target=\"_blank\" rel=\"noreferrer noopener\">45% of consumers unfollow brands<\/a> when irrelevant content is published so it\u2019s good to harness the best and double down on content that your customers will love reading.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"5-create-a-brand-voice-template\">5. Create a brand voice template<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When you\u2019ve finished defining what your brand voice is, formalise the process by transferring the core characteristics of your brand into a template that describes it, with some additional columns of dos and don\u2019ts. This will create consistency of voice throughout the business. For example, \u201cconfident\u201d can be a core characteristic; the brand voice template can clearly explain to your team that you don\u2019t want \u201cconfident\u201d to be translated as being a \u201cknow it all\u201d but rather being \u201chumbly knowledgeable\u201d.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a rel=\"noreferrer noopener\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1y64CSw32I1wqUYO6or-h7GmBBQ_4Q4yhNpJWwrHYwjY\/copy?usp=sharing\" target=\"_blank\">Click here<\/a> for a blank template.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"621\" src=\"http:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Brand-voice-template-1024x621.png\" alt=\"\" class=\"wp-image-17292\" srcset=\"https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Brand-voice-template-1024x621.png 1024w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Brand-voice-template-635x385.png 635w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Brand-voice-template-768x466.png 768w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Brand-voice-template-891x540.png 891w, https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Brand-voice-template.png 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"6-finalise-your-brand-guideline-and-review-it-as-you-evolve\">6. Finalise your brand guideline (and review it as you evolve!)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A crucial step once you have defined your brand voice and personality is to create a communications document. This will allow every aspect of the brand to be aligned within your team and is even a helpful tool for external consultants working on behalf of your business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Below is the contents of what you should include in your guideline:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Describe your business &#8211; along with your brand messaging, include your mission statement and core values.<\/li><li>Add your brand personality &#8211; revisit our first point to see how you can create your personality, and convey it in the guide, allowing your team to understand how your content should be perceived.<\/li><li>Complete your visual identity &#8211; include your brand logo(s), colours, and typography. Make sure your visuals are created to engage your audience and explain when to use certain variations (e.g. when to use primary and secondary colours).<\/li><li>Tone of voice &#8211; revisit the third point and include your formulated brand tone, but ensure your design matches the visual tone of your business.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, make sure you revisit your brand voice. At times, competitors swoop into the market making you want to revisit your brand perception, or through analysis, you may find key characteristics of voice may not be connecting well with your audience. It\u2019s imperative that you revisit your brand voice frequently to consistently stay in touch and appeal to your audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let&#8217;s say it\u2019s the beginning of winter (assuming you live in the Northern hemisphere!) and you walk past a red billboard with a white polar bear, you could instantly recognise the Coca-Cola ad with the feeling of home, happiness, and celebration. When you grab a blue M&amp;M you instantly hear the \u201ccool\u201d character whilst the &#8230; <\/p>\n","protected":false},"author":10,"featured_media":17297,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5097],"tags":[],"class_list":["post-17315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>6 steps to finding your brand voice - Mediaforta Blog<\/title>\n<meta name=\"description\" content=\"A brand voice is your brand&#039;s unique personality. 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This article will delve into the six steps that can help you discover your brand voice.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mediaforta.com\/blog\/en\/content-strategy\/6-steps-to-finding-your-brand-voice\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediaforta Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediaforta\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-20T12:28:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-25T12:27:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2022\/06\/Brand-voice-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1681\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tom Peeters\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tom Peeters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/6-steps-to-finding-your-brand-voice\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/6-steps-to-finding-your-brand-voice\\\/\"},\"author\":[],\"headline\":\"6 steps to finding your brand voice\",\"datePublished\":\"2022-06-20T12:28:00+00:00\",\"dateModified\":\"2022-08-25T12:27:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/6-steps-to-finding-your-brand-voice\\\/\"},\"wordCount\":1081,\"publisher\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/6-steps-to-finding-your-brand-voice\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/06\\\/Brand-voice-scaled.jpg\",\"articleSection\":[\"Content Strategy\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/6-steps-to-finding-your-brand-voice\\\/\",\"url\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/6-steps-to-finding-your-brand-voice\\\/\",\"name\":\"6 steps to finding your brand voice - Mediaforta Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/6-steps-to-finding-your-brand-voice\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/6-steps-to-finding-your-brand-voice\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/06\\\/Brand-voice-scaled.jpg\",\"datePublished\":\"2022-06-20T12:28:00+00:00\",\"dateModified\":\"2022-08-25T12:27:49+00:00\",\"description\":\"A brand voice is your brand's unique personality. 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