Building a brand that your company can take pride in isn’t easy. You have to build a strong visual identity that will help you stand out in your industry while still making sure that your brand looks and feels reputable. Meanwhile, thanks to the proliferation of social media and content marketing, you need to build a communication strategy that ensures that entire teams can sound like your brand as well.
This is where building an authentic brand voice comes in handy. You want to have a brand voice that is accessible to your target market while still being authoritative and true to your business. The biggest problem with building a brand voice, however, is knowing where to start.
First things first, you have to start with your brand’s positioning in the market. Until you know who your brand is and why people buy from you, it’s impossible to build an effective brand voice.
Once you have completed these items, it’s time to talk about messaging.
As opposed to your brand’s positioning, your brand’s messaging is less focused on what you do and more focused on how you communicate. This messaging should go hand-in-hand with your brand’s visual identity. The following items should help you build a well-rounded messaging document:
If you’ve completed all of the above, you can finally create your brand’s voice document.
Your brand’s voice document is designed to inspire. While your messaging document is geared towards providing guidelines and restrictions to those representing your brand, a truly authentic brand voice should inspire those representing your brand to truly embody your brand’s best qualities.
Once you’ve completed this checklist, your brand’s voice should be ready to be released into the wild. This will help equip your entire team with the tools they need to look, talk, and act like your brand.