How to maintain brand voice [Real Research]



Last updated : Aug 15, 2022
Written by : Miquel Heisse
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How to maintain brand voice

How can I improve my voice brand?

  1. Document everything & be consistent. Just like your visual brand guide and your social strategy, your brand voice needs documentation, too.
  2. Audit your current voice.
  3. Identify your audience and personas.
  4. Know your tone.
  5. Review & adapt.

What makes a good brand voice?

Creating a successful brand voice is all about establishing a tone that speaks directly to your consumers and that builds a robust community. Your brand voice is the personal and honest tone that keep your customer base happy and connected, Keep in mind that while consistency is key, it's also important to be flexible.

How do you maintain brand quality?

  1. Choose a “Voice”
  2. Be Consistent.
  3. Know Your Audience and Buyer Persona.
  4. Humanize Your Brand.
  5. Be Original.
  6. Stay Active.
  7. Have a Strong Pre-established Brand.

What makes a brand voice?

What is brand voice? Brand voice is your brand's personality; the unique way you present to the world. It must run consistently through all your communications (social media, website, blog posts, emails, advertisements) no matter which teams are handling which channels, and it mustn't change.

How do you create a brand tone?

  1. Clarify your company's mission and vision.
  2. Define your values and culture.
  3. Consider your competitive advantage.
  4. Identify your target audience.
  5. Review existing content to see if you can identify an existing voice.
  6. Imagine your brand as a person.
  7. Identify your goals regarding tone.

How do I brand my personality?

  1. Decide who you are FIRST.
  2. Enlist the help of family & friends.
  3. Get to know your audience.
  4. Nail down your brand voice.
  5. Let your core values lead the way.
  6. Consider your offerings and audience.
  7. Get inspiration from successful companies.

What is brand voice examples?

Coca-Cola has a brand voice that focuses on positivity and friendliness. Their marketing and messaging are full of examples of happy lives made better with a drink of Coke, which over time has helped to build a strong connection between the product and good times.

What is Nike's brand voice?

Nike is known for its inspirational tone of voice, which also includes an element of grit. Its iconic slogan—“Just do it”—has created a powerful brand persona that encourages athletes (and, really, all of us) to pursue their goals with resilience and persistence.

What is Apple's brand voice?

Apple's brand voice consistently conveys the premium quality of its brand without weighing down its marketing messaging with the discussion of features. The company's brand tone is upbeat, conversational, and confident—it's powerful, yet playful.

Why is it important to maintain brand identity?

Branding Creates Loyal Customers You don't just want customers who recognize your brand and use your business once — you want to create customers who continue to come back. With good branding, you can give your brand a more human side, which your customers can relate to more than a company that's strictly all business.

What three 3 things make up your tone of voice?

A tone of voice is not what you say, but how you say it. This encompasses not only the words you choose, but their order, rhythm and pace.

What three 3 things make up your tone of voice define each?

The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm. Share this article: If we envision our website as a tool that enables us to have a conversation with our users, it's clear that a carefully considered tone of voice is critical.

What is brand voice and tone?

Brand Voice represents your brand's unique perspective and the values you stand for. In other words, this is your brand's overall personality. Your tone of voice refers to how your brand communicates with your audience, which can include word choice, communication style, and emotional tone.

What is my brand identity?

A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with your company. Essentially, your brand identity is the personality of your business and a promise to your customers.

What are the brand values?

Brand values can be defined as the foundational beliefs that a company stands for. They refer to the “ideals” guiding the brand's actions, such as environmental protection, diversity, solidarity, or transparency.

Why you should brand yourself?

Branding yourself keeps you current in your field, opens doors for you, and creates a lasting impression on potential and existing clients. By developing your own brand, you'll have control over the initial perception people have of you.

What is a positive tone of voice?

It's not just about being nice—positive tone is clearer and helps us get things done because its phrasing is simpler and it uses fewer words. By phrasing messages positively, you encourage people to buy into your ideas and establish good relationships for the future. Positive tone is a credibility builder.

What is Starbucks tone of voice?

Starbucks' brand voice is evocative, direct, and joyful They lead with a thoughtful and helpful tone that instills positivity in their customers' day-to-day lives. According to their brand voice guidelines, Starbucks' brand voice features both expressive and functional tones, depending on the medium.

What are the 5 brand personalities?

There are five main types of brand personalities with common traits. They are excitement, sincerity, ruggedness, competence, and sophistication. Customers are more likely to purchase a brand if its personality is similar to their own.

What is Spotify's brand personality?

In a nutshell, the Spotify brand is about convenience and premium music for the serious music listener. The self reflection of its customer is a music aficionado.


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How to maintain brand voice


Comment by Shawnda Benson

do not make branding an afterthought in your marketing in this video I am sharing five absolutely crucial elements of your brand that you must get right before right hey guys it's Alex what's up this week I am talking about a topic that a lot of copywriters and business owners still even today as we enter the 2020s tend to leave until the very last minute or just skip altogether when it comes to making their marketing master plan which is a very very big mistake yes I am talking about branding and no I don't mean the logos and the fonts and the colors and all those obvious things you think of when you hear the word branding but don't get me wrong all of those are very important visual components that create your overall brand identity but what I'm talking about today is your brand messaging or is we at the coffee posse like to call it your brand voice so listen up guys no matter how small every company needs a clear brand voice especially in today's battlefield of trying to win over the hearts and minds of our ideal audience markets are getting more and more saturated and sophisticated audiences are growing more and more aware and the lack of a clear and consistent brand narrative is no longer tolerated your brand voice drives your sales and marketing by articulating your unique positioning your story the reason why you exist and the experience you promise all to help your customers get excited about investing in your product or service so that they can confidently say yep that's my go-to source for parenting advice or recipes or yoga mats or copywriting training just fill in the blank trust me skipping over the important step of defining your brand voice will often backfire in your face you may think it's wise there to just jump straight into writing that sales copy or to creating that marketing campaign and you'll just figure out the rest as you go but guess what your customers may not be so keen on buying from you if they can't figure you out immediately but it's more than a marketing tactic it's about forming a lasting and trusting bond between you and your audience without a clearly defined brand voice you run the risk of drowning in the crowd failing to get your point across not engaging and connecting with your audience or even worse can you the hell out of them or appearing completely in congruent which will ruin your chances of ever turning them into a customer before working with a client I always ask them about these five elements that I'm about to share with you and if they shrug their shoulders and say Alex no we don't have anything like that then I offer to help them create a brand voice guide before my team writes a single piece of coffee now this powerful document is then distributed among all of the team's contractors and partners of the business from the designers to the traffic team to the support team all the way up to the CEO so there is absolutely no confusion around what the brand stands for and how it should be communicating at all levels of the organizations today more than ever people engage with your brand to look for a reason to not buy from you yes I said not buy from you with so many available options out there people actually want a reason to say great I can cross this one off the list because they're incongruent or not my vibe or confusing or unrelatable or only focused on sales you get the idea and hey I know that might sting a bit but my promise to you is to always keep it real so you can stay relevant that is what I'm here for so if you want to get more proven copywriting techniques and formulas so you can up level your skills and scale your business with crazy good copy go ahead and subscribe to my channel below as I release a new video every single week all right now let's get into what you came here for shall we whether you're an entrepreneur looking to dial in your own copy or a freelancer writing copy for your clients there are five very important things you must identify in order to create a memorable brand voice and these need to be crystallized before you write a single add email website or even a blog post okay so here we go with brand voice element number one unique selling proposition a unique selling proposition or USP is a statement that succinctly embodies what differentiates your brand from your competitors it needs to promise a benefit or feature that others can't or don't offer for example glossier one of my favorite makeup brands often uses the phrase Beauty inspired by real life and that perfectly sums up what their brand is all about glossier makes products for people who prefer minimal makeup and fuss skincare regimens which is why you see all kinds of fresh real life faces from their global community modeling their products across all their marketing platforms from their Instagram account to their online store okay brand voice element number two mission statement a mission statement tells your audience why you exist what you want to accomplish and how you plan to get there and it's one of the strongest messages you can communicate because it sets the intention behind your brand mission statements should also convey your purpose in a way that intrigue inspires and motivates both your customers and the people within your organization for example Patagonia the world-famous outdoor clothing company describes their mission as to build the best product cause no unnecessary harm use business to inspire and implement solutions to the environmental crisis Patagonia addresses what they're trying to achieve why and how all in a single statement now your mission doesn't have to revolve around a cause like Patagonia is this is just a great case study of how effective brand messaging can drive both engagement and sales in 2018 alone Patagonia is revenue crossed the 1 billion dollar mark yet they remain authentic to their mission by producing sustainable and eco-friendly clothing and contributing a great deal of their profits to environmental causes that's pretty cool all right here comes number three on my list brand story HubSpot defines brand story as the series of events that spark your company's inception and expresses how that narrative is still driving your mission today this is where the art of storytelling comes in to your brand voice and messaging so think about it most people know the back story behind their favorite superheroes and villains and that's because they are compelling and memorable and just like a super heroes origin story a strong brand story covers three turning points first the status quo this is the old norm or the origin of your situation that eventually leads you to number two the challenge basically some form of problem conflict or adversity that disrupts the status quo and motivates you to find a solution and finally number three the discovery this is the Epiphany or resolution that led to a personal breakthrough your custom can you emotionally relate to according to research over 70% of customers are more likely to recommend brands they can emotionally connect with so let's quickly use TOMS shoes as an example in 2006 Blake Mycoskie traveled to Argentina and w


Thanks for your comment Shawnda Benson, have a nice day.
- Miquel Heisse, Staff Member


Comment by Jerry

hello everyone and welcome to another stupid expert session my name is Nicole Cole and today we are excited to bring on Liza Dunham to teach us about developing a brand voice she currently works as the brand writer in marketing content lead at Airbnb where she is proud to be a part of the mission to create the world's first community-driven super brand Liza is a founding member and the branch creator of Scout mob a mobile app and e-commerce platform aimed to connect locals to the best of independent makers and local businesses she developed everything from the name and company mission to launch campaigns and content strategy as well as new product launches like hand-picked and shop outside of work Liza loves to travel enjoys photography and has an obsession with spicy foods and other people's dogs she's acted as a panelists speaker mentor guest columnist and advocate for all things creative entrepreneurial local and edible so without further ado I'm going to turn the time over to Liza hi thanks so much for that introduction I'm so excited to be sharing with you guys today again my name is Liza Dunning and I'm going to be going through developing your brand voice so let's get started to start off I just wanted to kind of talk about what I even mean by brand voice I know it's a term that we throw around a lot in this industry or people talk a lot and it can mean a lot of different things to different people but you know most importantly I want to talk about why it even matters and you know to to kind of drill it down to you know the most basic terms a brand voice really expresses appearance human qualities so it tells us who the company is through its people and rather than talking about its marketing qualities or product qualities we really want to know that this day and age what it's all about when it comes down to the people we like to see behind the advertising and the kind of the transparency and authenticity of what who they truly are a brand voice also helps differentiate a company and its unique values from its competitors so say you're in a space with a lot of other people that do the same thing you do how are you gonna stand out and how are you gonna differentiate how you're different from your competitors and and finally a brand boys kind of helps make a product or a you know company feel more familiar it creates trust so if you you're used to seeing a brand's voice and kind of understanding the language that it uses in it it feels familiar to you you're gonna trust that brand more so it's really important today when there's so much noise so much content so many products out there how are you creating voice that stands out and really connects with people but before we go into that I just kind of want to differentiate between a couple things that we use a lot of people try to use interchangeably and then they're very different so I think it's something that we should go over first voice versus tone really when we come down to it voice is the thing that should stay consistent it's your personality it's it's what you know sets you apart from other people it conveys your beliefs your values in your character your tone however can change based on a few questions and you know this kind of varies for different people so you ask yourself what's the situation the reader is in and how do they come to find this content so what's the situation that this content will put the reader in and is this a sensitive topic so as are you talking about security is it politics or religion or something that feels sensitive so really when you're creating content your voice should say the same but depending on where you're showing this content you should really ask yourself you know how did this reader get here what kind of mood are they gonna be in what kind of mood will this content put the reader in and then what kind of you know topics are you covering that could be more fun could be less fun for them to talk about and really empathize where your consumer is so jumping right in to develop a brand voice I've created five these just to make them more memorable so five DS of developing brand voice and they're all kind of actionable things that you can kind of walk through ask yourself questions think about these five kind of tactics and develop your voice hopefully by the end you can have you know your tenants and your exercises and things that help you develop a really compelling and authentic voice so these are the five we'll kind of go through them one by one but I just wanted to make sure you kind of see all of them up front we'll start with defining your why and I wanted to start each chapter with kind of a quote that set up what I was you know wanting you guys to kind of take away from this but this is from simon Sinek it's a pretty popular guy with his book start with why people don't buy what you do they buy why you do it what you what you do simply proves what you believe and this is pretty big right now as I go back to kind of setting up why a brand voice even matters people care about your why they don't care about your what there's millions of people doing the same thing that you're doing but why does it matter to you and that is what's compelling to why they might you know choose you over someone else and they again with each chapter I wanted to kind of set it up with a few questions to ask yourself that kind of get you in the right mindset to be thinking about these things so when you're developing your why what does your company do why did it start why do people want to follow you or use your product and what other companies do you admire so it doesn't have to be companies in your space but just companies that you feel like they're getting their brand right they feel true to their why they feel like they're standing out for a good reason and just kind of ask yourself questions like this it doesn't have to be these four but questions that kind of give you a gut check on you know why are you you know why are you doing what you're doing what is your brand and why does it matter I wanted to give you a few examples of companies I think that have done this right REI I think looking at the words they choose really like drilling down and seeing which words they've chosen and why kind of give you an idea of why they matter and what really matters to them so you know you look at these words inspire educate outfit outdoor adventure you this is pretty you know seems pretty intuitive but they've chosen these sports for a reason and they stick with these words for a reason and you see these words repeated often in their content in their voice conversely here's SoulCycle you know they're always allowed for their amazing branding and those people that are super passionate about being part of their community but it started with a mission statement like this that were they use these words they chose these words very carefully and you can really read this out loud and say these words are more picked to kind of you know exemplify their passion their excitement their energy but community the words like addicted obsessed you know you can kind of already kn


Thanks Jerry your participation is very much appreciated
- Miquel Heisse


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