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The 4-Step Process to Defining and Using Your Brand’s Tone of Voice

February 24, 2016 Andy Beohar

inbound-marketing,-content-marketingBranding your company isn’t just about logos and font styles. These days, content is king when it comes to generating interest in your business and promoting conversions, so your brand’s voice needs to be clear, appropriate, consistent, and compelling enough that viewers want to act on your CTAs. But how do you know what your brand’s tone of voice is? Follow these four easy business branding tips to find—and begin using—the right voice for you.

The Four-Step Process to Finding Your Brand’s Tone of Voice

1. Review Your Brand Content

Start by looking at every existing piece of content you have. Is there a consistent voice that you notice? Are you casual in some posts but formal in others? Do some of your writers use humor, while others use more technical language? If you have an existing audience, review what types of content have worked with your customer base by studying your analytics.

Looking at competitors can be useful when you are starting out producing content and building your brand, but try and eliminate any content that may have been based on or taken from competitors – you want to know what your brand’s unique voice is. Pare down the group to the pieces that you feel best represent your brand—both as it is and what you want it to be—and start grouping content by style to see what patterns you can find.

2. Distill Your Brand’s Essence

From the information you’ve gathered, try and describe your brand in three words. Is your voice combative, witty, authentic? Does your humor fall flat or work against your company’s message? What elements of your content contributed to this assessment? Make sure that the descriptive words align with your brand’s goals, and you’ll have a clearer idea of your voice. Remember that while you want to be authentic, you also want to measure how different types of content performs so you know what your audience wants.

3. Educate Your Team

One of the most important considerations with a brand’s voice is making sure the entire team uses the same style. Especially for cases where you have multiple team members contributing content to the same platforms, like with social media, you have to make sure you have explicitly instructed everyone in the style they are to use. Hold trainings, provide handbooks, and always monitor your content to make sure it delivers as it should.

4. Let Your Brand Voice Grow

As people develop and gain more experience, their perspectives and approaches change, and the same goes for your company. Don’t be afraid to evolve your brand’s voice as your business matures. Be sure to update your styles based on how well your content performs. You want to make sure that the voice you’ve established actually promotes your campaign’s success, so monitor your analytics and focus on the content that your audience responds to.

By following this four-step process, you’ll soon discover your brand’s tone of voice and can begin to use it to promote your business and connect with your audience.