Finding Your Brand Voice

by Connor Dunn
May 11, 2022

4 Steps to Finding Your Brand Voice

Your brand identity is composed of everything your brand associates with, supports, and shows, including everything from marketing materials to packaging. However, your brand identity requires more components than just a logo. Having an instantly recognizable logo provides major brand credibility, but doesn’t mean your messaging is as strong. When considering your brand voice, ask yourself this: if I removed the logo from our messaging, what makes it ours? 

Variations in tone and language can provide an inconsistent picture of who your brand is. As your brand grows and more employees are involved with brand messaging, it becomes easier to have inconsistent vocabulary and tone, due to the differences in content creation. As your brand grows, having an internal content audit to solidify your brand voice is essential for your content creation efforts. 

The first step to solidify your brand voice is to find the content you’ve already produced, and evaluate every piece for tone and language. The examples that you think best represent your brand voice should be used as the template for your future content creation. As your content creation team evaluates the best examples, the next step is to identify the traits that make your brand voice unique. Since the first step is an evaluation and elimination of poor content, the identification step focuses on your strengths in content creation. These pieces were selected because they best represent your brand voice, and identifying the traits behind your brand voice is key to using them in all aspects of marketing. Identify 3-5 strong traits in your content- who are we as a brand? Are we quirky or conforming? Old-school or contemporary? These defining traits create your brand voice, and are essentially the personality behind your brand. 

Once you’ve identified these traits, expand on them with detail. Getting a deeper understanding of your chosen traits is step three. Consider how these traits will be portrayed in your content, and identify the language and tone that is both appropriate and inappropriate to use. Listing out your trait descriptions, do’s & don'ts, vocabulary and imaging for everyone to see can be extremely helpful for getting all content creators on the same page. Add additional categories as you see fit for your brand, as a better understanding of your brand voice leads to better content creation. This ties directly into step four, which is teaching and testing your solidified brand voice. Your content creation team should be given the opportunity to learn and practice their new brand voice guidelines. Multiple rounds of editing should be used to ensure the complete understanding of the guidelines. Even as you start using the brand voice in live content, continue with consistent revisions to your brand voice as our company evolves. As your brand grows, your messaging must change as well, to avoid becoming stale. Repeating this audit process regularly with your content creators can help the entirety of your marketing efforts. 

This guide to revamping your brand voice is best used within a team, allowing for multiple perspectives to be heard. Your brand’s content creators are an integral part of this process, and often are the main source for the brand’s voice. Using this system is key to having a cohesive brand voice across the entire organization. 

ABOUT THE AUTHOr
Connor Dunn is Fifty Six’s Business Development Coordinator. While Connor considers himself fun and laid-back, he brings the energy to everything he does. Living in multiple cities has helped him gain tremendous insight into different perspectives, which he tries to bring to every challenge he faces. He might be a “have a good time” kind of guy, but don’t let it fool you- between the lines or in the workplace, his drive to be successful trumps all. @connordunn35
BACK TO FINDINGS

Finding Your Brand Voice

by Connor Dunn
May 11, 2022

4 Steps to Finding Your Brand Voice

Your brand identity is composed of everything your brand associates with, supports, and shows, including everything from marketing materials to packaging. However, your brand identity requires more components than just a logo. Having an instantly recognizable logo provides major brand credibility, but doesn’t mean your messaging is as strong. When considering your brand voice, ask yourself this: if I removed the logo from our messaging, what makes it ours? 

Variations in tone and language can provide an inconsistent picture of who your brand is. As your brand grows and more employees are involved with brand messaging, it becomes easier to have inconsistent vocabulary and tone, due to the differences in content creation. As your brand grows, having an internal content audit to solidify your brand voice is essential for your content creation efforts. 

The first step to solidify your brand voice is to find the content you’ve already produced, and evaluate every piece for tone and language. The examples that you think best represent your brand voice should be used as the template for your future content creation. As your content creation team evaluates the best examples, the next step is to identify the traits that make your brand voice unique. Since the first step is an evaluation and elimination of poor content, the identification step focuses on your strengths in content creation. These pieces were selected because they best represent your brand voice, and identifying the traits behind your brand voice is key to using them in all aspects of marketing. Identify 3-5 strong traits in your content- who are we as a brand? Are we quirky or conforming? Old-school or contemporary? These defining traits create your brand voice, and are essentially the personality behind your brand. 

Once you’ve identified these traits, expand on them with detail. Getting a deeper understanding of your chosen traits is step three. Consider how these traits will be portrayed in your content, and identify the language and tone that is both appropriate and inappropriate to use. Listing out your trait descriptions, do’s & don'ts, vocabulary and imaging for everyone to see can be extremely helpful for getting all content creators on the same page. Add additional categories as you see fit for your brand, as a better understanding of your brand voice leads to better content creation. This ties directly into step four, which is teaching and testing your solidified brand voice. Your content creation team should be given the opportunity to learn and practice their new brand voice guidelines. Multiple rounds of editing should be used to ensure the complete understanding of the guidelines. Even as you start using the brand voice in live content, continue with consistent revisions to your brand voice as our company evolves. As your brand grows, your messaging must change as well, to avoid becoming stale. Repeating this audit process regularly with your content creators can help the entirety of your marketing efforts. 

This guide to revamping your brand voice is best used within a team, allowing for multiple perspectives to be heard. Your brand’s content creators are an integral part of this process, and often are the main source for the brand’s voice. Using this system is key to having a cohesive brand voice across the entire organization. 

ABOUT THE AUTHOr
Connor Dunn is Fifty Six’s Business Development Coordinator. While Connor considers himself fun and laid-back, he brings the energy to everything he does. Living in multiple cities has helped him gain tremendous insight into different perspectives, which he tries to bring to every challenge he faces. He might be a “have a good time” kind of guy, but don’t let it fool you- between the lines or in the workplace, his drive to be successful trumps all. @connordunn35
BACK TO FINDINGS