Is Your Voice on Brand?

Voice is a written version of your personality. It’s how your audience feels about you when they read your copy or content. It’s how you communicate your brand, personal or business.

But are you using the right voice to connect with your ideal audience? A consistent brand voice can make all the difference.

What is Brand Voice?

Brand voice is the combination of your words and how you use them. It’s your choice of words, sentence structure, and writing rhythm. Do you vary your sentence lengths? Do you use contractions or stick to full words? Do you keep your language simple or use a wide vocabulary?

There’s no single ‘right’ voice. Your brand’s voice is unique to you. But it needs to be consistent and intentional.

Why Your Brand Voice Matters

Your brand’s voice is a big part of how people perceive your brand. Are you knowledgeable, friendly, trustworthy or bold? Do you sound down-to-earth or sophisticated? Are you youthful and edgy or classic and steadfast?

If your voice doesn’t match how you want to be seen, you have a problem.

If your voice feels off to your audience, it creates a disconnect that can make your brand seem less authentic and trustworthy. Or, you may attract the wrong audience. 

For example, if you sell accommodation and your voice is casual, adventurous and value-focused, you can attract backpackers. That’s a problem if you are selling a sophisticated, luxury hotel. You will struggle to sell rooms. 

Common Mistakes that Hurt Brand Voice

One of the biggest mistakes is to write differently from how you speak. If you normally say ‘despite,’ don’t write ‘in spite of the fact that’. If you usually say ‘use,’ don’t write ‘utilise’.

Another mistake is using long, confusing sentences. We breathe when we speak. This also gives the listener time to process what we are saying. Punctuation should do the same for your writing.

The longer your sentence runs on, even if you throw in a few commas (which is not to say that a comma doesn’t have its place), then your sentence will be harder and harder for your reader to understand; eventually, their brain will tap out and they will forget what you were even writing about. See?

How to Find Your Voice

To find your brand voice, start by picturing your ideal client or audience member — just one person. Even better, picture someone you know who fits your target audience.

Now, imagine speaking to them directly. How would you talk? Would you be formal or casual? Would you be enthusiastic, empathetic, or direct?

Your brand voice should feel like a natural extension of your personality (for personal brands) or your brand’s values (for businesses).

Does your brand voice feel right? Or is it time for a change?

Need help refining your brand voice? Contact me today!