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When branding or re-branding a business it’s important to define your brands voice in order to shape its identity and engage with your audience.

Creating a brand voice helps you align your products and service offering to what your customers want and expect. Customers are now able to research companies much easier than ever before. They’re able to engage with them through social media, blogs, emails and much more. It’s therefore imperative to speak to your customers rather than “at” them. To do this well and to hold their interest you need a clear brand voice in order to communicate with your audience effectively. But how do you create one?

What is a brand voice?

When people talk about a brand voice, it means the tone of your communication and the style of your writing. As businesses produce a lot of content, from website content to white papers and blogs, it’s important to have a consistent brand voice to ensure familiarity. This also positions your brand as well organised and self aware.

There’s nothing worse than reading the content on a website and it providing mixed signals, mixed views and it reading as though it’s been written by numerous different people. It’s confusing. It doesn’t encourage people to trust you or buy in to your brand.

Your brand voice will shape the personality of your brand, which is determined through the words you use and sentences you write, along with the type and style of images you use.

Creating a brand voice

Before you begin to shape your brand voice I recommend that you answer the following questions:

Why did you set up the company?
What are your core goals?
Who is your ideal customer?
How do you want to make people feel?

Once you have done this, and as an article on Larsen.com suggests, choose three words to capture the personality of the voice you want for your brand, and to then limit these with three other words. They use the following example:

Bold, but not arrogant.
Irreverent, but not offensive.
Loud, but not obnoxious.

You can also look at how your competitors communicate themselves and choose to either be the same, or unique. What is more important is to analyse how your customers communicate. Are they formal, conversational, causal? Ensure you shape your voice around how your customers speak. This will allow them to relate to you more easily.

Virgin Trains are a good example:

Their brand voice is friendly, approachable and conversational.

A brand voice should be bold, you should speak directly to your audience, and be relaxed. If you’re trying too hard, your audience will see it.

Practice what you preach

Once you’ve got an idea of how you want to position you brand and what your brand voice sounds like, you need to ensure all content you produce is consistent. You want your prospects and customers to identify with you, to know who you are from the content you produce.

Ensure you’re active on social media, send regular emails and publish blogs. You can also position yourself as an industry leader by contributing on other sites your audience may be found, whether that’s on news sites, industry related blogs or forums.

It’s important to understand that your brand voice is not fixed. It will evolve as your business grows and changes. It will keep pace with your audience, allowing you to communicate in new ways as technology evolves.

This article was written my Adeel Mohmood, owner of AspireeCigUK.co.uk.