Developing a Strong Brand Voice: How to Stand Out and Connect

When I first started working with brands, I quickly realized that having a strong brand voice is not just a nice-to-have but a necessity. It’s the character behind your words, the tone that makes your message memorable, and the way you connect with your audience on a deeper level. But how do you develop a distinctive brand voice that truly resonates? Let’s dive into the process together.

Why Creating A Strong Brand Voice Matters

You might wonder, why should I care about my brand voice? Well, think about the last time you read something that really grabbed your attention. The chances are, it wasn’t just the facts or the product details. It was the way the message was delivered. A strong brand voice:

• Builds trust and credibility

• Creates emotional connections

• Differentiates you from competitors

• Makes your content instantly recognizable

  
  

For example, imagine two companies selling the same product. One uses dry, technical language, while the other speaks like a friendly expert who understands your needs. Which one would you prefer to engage with?

Developing a strong brand voice means crafting a consistent style that reflects your values and speaks directly to your audience. It’s about being authentic and relatable, not robotic or generic.

Planning brand voice strategy

Steps to Develop a Distinctive Brand Voice

Creating a unique voice isn’t about copying someone else or forcing a style that doesn’t fit. It’s about discovering what makes your brand you and expressing it clearly. Here’s a step-by-step approach I recommend:

1. Define Your Brand Personality

Start by asking yourself: If my brand were a person, what kind of personality would it have? Is it playful, serious, professional, quirky, or compassionate? Write down adjectives that describe this personality.

2. Understand Your Audience

Who are you talking to? What do they care about? What language do they use? Knowing your audience helps you tailor your voice to resonate with them. For instance, a tech start-up might use casual, jargon-friendly language, while a law firm might prefer formal and precise wording.

3. Choose Your Tone

Tone can shift depending on the context, but it should always feel like the same brand. Decide if your tone is friendly, authoritative, humorous, or empathetic. You can mix tones, but keep the core personality consistent.

4. Create Voice Guidelines

Document your brand voice rules. Include examples of words to use and avoid, sentence structures, and the overall style. This guide will help anyone creating content for your brand stay on track.

5. Practice and Refine

Voice development is ongoing. Test your voice in different formats. Blogs, social media, emails should all slightly differ in tone so gather feedback for your voice on every platform. It is important to adjust as needed to keep it fresh and effective.

By following these steps, you’ll build a voice that feels natural and compelling.

What is the 3 7 27 Rule of Branding?

You might have heard about the 3 7 27 rule in communication. It’s a fascinating concept that breaks down how people perceive messages:

• 3% of communication is based on the actual words spoken

• 7% comes from the tone of voice

• 27% is from body language and facial expressions

  
  

While this rule originally applies to face-to-face communication, it highlights how much tone and delivery matter. In written content, since body language is absent, your words and tone carry even more weight. This means your brand voice must be crystal clear and consistent to convey the right emotions and intentions.

Let's think for a second: if your words are 3% of the message, but your tone is 7%, how do you make sure your writing sounds like your brand? That’s where strong brand voice creation comes in. It’s the tool to make your message feel alive.

Crafting brand voice through writing

Practical Tips for Maintaining Your Brand Voice

Once you’ve developed your brand voice, the next challenge is keeping it consistent across all channels. Here are some actionable tips:

• Use a style guide: Keep a living document that outlines your voice, tone, and style rules. Share it with your team and freelancers.

• Train your writers: Whether it’s your in-house team or external writers, make sure they understand your brand voice and why it matters.

• Audit your content regularly: Review your website, social media, and marketing materials to ensure the voice stays consistent.

• Adapt without losing identity: It’s okay to tweak your tone for different platforms (e.g., more casual on social media, more formal in reports) but keep the core personality intact.

• Listen to your audience: Pay attention to how your audience responds. Are they engaging more? Are they confused? Use this feedback to refine your voice.

  
  

Consistency builds recognition, and recognition builds loyalty.

How to Use brand voice development to Connect Authentically

I can’t stress enough how important it is to use your brand voice as a bridge to your audience’s hearts and minds. When you write with authenticity, you invite people to trust you. Here’s how to do that:

• Be transparent: Don’t hide behind jargon or corporate speak. Speak plainly and honestly.

• Show empathy: Understand your audience’s points and aspirations. Address them directly. We are not aiming to be politicians!

• Tell stories: People remember stories more than facts. Use anecdotes that reflect your brand’s values.

• Be consistent: Your audience should feel like they’re hearing from the same person every time they interact with your brand.

  
  

By focusing on these elements, your brand voice becomes a powerful tool for engagement and connection.

Your Next Steps to a Memorable Brand Voice

Developing a strong brand voice is a journey, not a one-time task. Start small, be patient, and keep refining. Here’s a quick checklist to get you moving:

1. Write down your brand personality traits.

2. Research your audience’s language and preferences.

3. Draft a tone of voice statement.

4. Create a simple style guide.

5. Test your voice in different content types.

6. Gather feedback and adjust.

   
   

Remember, your brand voice is your story’s soul. It’s what makes your message stand out in a crowded marketplace. So, take the time to craft it carefully and watch how it transforms your communication.

Developing a distinctive brand voice is more than just words on a page. It’s about creating a connection that feels real and lasting. Ready to start? Your brand’s unique voice is waiting to be heard.