To create and maintain a positive perception of your brand, your brand voice needs to stay consistent across all channels, including social media, website copy, ads, printed material and PR.
Having your business communicate in different styles can send conflicting messages about who you are, confusing customers and potentially reducing the impact of campaigns and damaging your reputation. That’s why it’s important to use a consistent and strong brand voice across all messaging.
To maintain brand voice consistency you need to ensure that you have a well-developed, reliable voice that you are confident in, and your team is equipped to use it effectively. To help you get it right we’ve put together our top tips to define and maintain your brand voice.
What is your brand voice?
Before you can begin to put out consistent content, advertising and messaging, you need to understand what your brand voice is.
Defining your brand voice involves answering the key questions: how does your business behave and how does it communicate with people? Answer these questions by exploring your brand and beliefs, creating a voice that is in line with your core mission and values. We do this regularly in Discovery Workshops, get in touch to see how it works.
A clear brand voice outline will ensure that all your communications are creating consistent experiences that support your mission and help you achieve your goals.
Create a set of guidelines.
The best way to ensure that you understand your brand voice is to write it down.
Creating a set of templates or outlines is a great method of ensuring that your brand voice stays consistent. It’s also the perfect tool for staff to access, offering them the guidelines they need to make sure all communications are using the right voice – making it easier for your staff to create and develop content and messaging.
Brand voice guidelines can include things tone, emotion and language. For example, does your brand voice use more a casual and colloquial way of talking? Or do you use more formal language and complex jargon that your audience will understand?
Although these things seem small, they are important for keeping consistency across your channels. Using a set of guidelines will help you maintain a clear voice, preventing you from being confusing or boring to your customers.
The guidelines can also include strategies or responses to certain situations, such as customer support queries and questions, which will also make your processes more efficient and easy to use.
Think before you publish.
It’s easy to get in the habit of communicating without thinking about your brand voice.
Before you share or publish, make sure that you check that your brand voice is consistent and that the type of posts match the campaign that you’re running. For example, if you’re creating campaigns around healthy eating, it would make no sense for your other channels to talk about desserts.
Inconsistent posts can confuse and potentially annoy your customers, with a report from Contently finding that 66% of people have felt tricked by a brand for a sponsored article, video or other paid content that doesn’t match the rest of their communications.
Not only do you need to make sure your communication matches your brand voice but is also relevant to your customers. If they’re not interested in what you have to say, they won’t stay around for long.
Check your impact.
When maintaining your brand voice, you also need to make sure that you’re using the best voice for your company. That’s why it’s important to review and check your impact.
A great way of checking your impact is to monitor engagement. How is your audience reacting to you?
Listening and monitoring your messages and customer interactions is a great way to find out how your audience is reacting to your brand.
Although it’s not always possible to reply to every customer, taking the time to interact with them brings many benefits to your business. With an Oracle report stating that 43% of social media users only interact with brands to get a direct response to a question or issue, it’s worth investing your time into.
Interacting with customers will not only give a better feel of how customers perceive your brand but also offer the chance make a real impression on a customer.
Use your brand voice with confidence.
Once you know what your brand voice is, use it with confidence.
If your brand voice isn’t working the way it should, it may be time to think about your business identity, and where you can make it better.