- Define Your Brand Values: Analyze your current messaging, write a mission statement, and match your values with a unique tone.
- Understand Your Audience: Build customer profiles, study their communication style, and find what resonates with them.
- Build a Brand Voice Guide: Outline voice traits, create examples, and adjust tone for different platforms.
- Apply Your Voice Everywhere: Tailor your voice for each platform, train your team, and align words with visuals.
- Track & Improve: Measure performance, gather feedback, and update your voice regularly.
Step 1: Define Your Brand Values
Review Current Brand Elements
Take a close look at your website, social media, marketing materials, and internal documents. The goal? Spot any mismatches between how you want your brand to come across and how it’s actually being communicated. To make this easier, try using a simple evaluation matrix like this:
| Brand Element | What to Analyze | Why It Matters |
|---|---|---|
| Website Copy | Tone, terminology, messaging consistency | Shapes the first impression of your brand |
| Social Media | Voice adaptation, engagement style | Reflects your brand’s personality in real time |
| Marketing Materials | Value propositions, key messages | Highlights how you position yourself in the market |
| Internal Documents | Company culture, team communication | Shows the character behind the brand |
Once you’ve identified where things don’t align, it’s time to ground your communication in a clear mission statement.
Write Clear Mission Statements
A mission statement is your brand’s compass. It sets the tone for everything you say and do. Take Patagonia as an example. Their mission statement, "We’re in business to save our home planet", is simple but powerful. It perfectly reflects their environmentally conscious identity and guides every part of their messaging.
Keep your mission statement short – aim for fewer than 20 words. Use active, memorable language that captures your purpose. Skip the jargon and focus on what matters most to your brand.
With this foundation set, you can start turning your values into a voice that truly connects with your audience.
Match Values to Voice
Now that you’ve nailed down your mission and reviewed your materials, it’s time to let your values shape your communication style. Think about how each value translates into a tone or voice characteristic that fits your brand.
Consistency is key. Customers expect seamless experiences across all platforms – 90% of them, in fact, demand it [5]. Here’s how some brands align their values with their messaging:
| Brand Value | Voice Characteristic | Communication Example |
|---|---|---|
| Innovation | Technical yet approachable | Apple’s clear and sleek product descriptions |
| Honesty | Direct and transparent | Fenty Beauty‘s inclusive messaging |
| Empowerment | Inspirational and bold | Nike‘s motivational campaigns |
To make this work, create clear guidelines that help your team write in a way that’s genuine and avoids corporate jargon or overblown claims. This ensures your voice stays consistent and trustworthy, no matter the platform.
How to Create a Brand Voice & Messaging Guide
Step 2: Study Your Target Audience
Once you’ve nailed down your brand values, the next step is to understand your audience. This ensures your voice truly connects with them.
Build Customer Profiles
Customer profiles are a great way to get a clear picture of who you’re talking to. Start by digging into your existing customer data – look at demographics, behaviors, and purchasing trends. Research shows that 80% of businesses use market research to better understand customer satisfaction and needs [1].
| Profile Element | What to Include | Why It Matters |
|---|---|---|
| Demographics | Age, location, occupation, income | Helps shape your communication style and channels |
| Behaviors | Purchase habits, platform preferences, routines | Identifies the best times and places to engage |
| Pain Points | Challenges, needs, goals | Guides your messaging and solutions |
| Communication Style | Preferred language, tone preferences | Aligns your brand voice with audience expectations |
To make these profiles as accurate as possible, study how your audience speaks. Check out their social media posts, feedback, and reviews. This ensures your brand voice mirrors their communication style.
Find What Moves Your Audience
Did you know 81% of customers are more likely to return after a positive experience [3]? To figure out what resonates with them, try these methods:
- Customer interviews for in-depth insights
- Social media analytics to spot engagement trends
- Focus groups for real-time feedback on messaging
- Surveys to gauge preferences across a wider audience
Since 68% of customers expect personalized interactions, make sure your research reflects their specific needs [4].
"When buyers see that you take their feedback seriously – and you use it to improve your products and services – it builds their trust in your brand" [5].
Armed with this knowledge, you’re ready to create a brand voice that feels personal and speaks directly to your audience.
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Step 3: Create Your Brand Voice Guide
Once you’ve got a solid understanding of your audience’s preferences and communication style, it’s time to turn that knowledge into a structured brand voice guide. Research shows that 90% of customers expect a consistent brand experience across platforms [5].
Define Your Voice Traits
Start by identifying 3-4 key traits that capture your brand’s personality. These should reflect your values and align with what your audience expects. For example, Slack chose traits like being clear, concise, and human – similar to a friendly, smart coworker [4].
| Voice Trait | Description | Example |
|---|---|---|
| Primary Trait | Warm and approachable | "We’d love to help!" |
| Supporting Trait | Confident and knowledgeable | "Here’s how it works" |
| Tone Modifier | Adjusts for context | "We understand" |
Create a Voice Reference Chart
A voice reference chart is a helpful tool that lays out examples of your preferred tone, language, and style, while also highlighting what to avoid.
| Element | Do | Don’t |
|---|---|---|
| Tone | Write conversationally and warmly | Use corporate jargon or be too formal |
| Language | Use clear, simple words | Add technical terms without explanation |
| Style | Keep sentences concise and direct | Write long, complex paragraphs |
Adjust for Different Situations
Your brand voice should remain consistent but flexible enough to fit different contexts. Brands like Oatly are great examples – they keep their witty, lighthearted tone across all content, adapting it slightly for each platform [4].
Here are a few examples of how tone might shift based on the situation:
- Customer Support: Empathetic – "We’ll solve this together."
- Social Media: Casual – "Let’s level up!"
- Professional Communications: Clear – "Here’s the key info."
It’s important to document specific examples tailored to each channel. For instance, Fenty Beauty uses a bold, direct voice but adjusts the format depending on the platform – short and punchy for Twitter, more detailed for Instagram captions [4].
Treat your brand voice guide as a living document. Share it with your team and revisit it regularly to refine what works best for your audience. Once it’s ready, you can start applying your voice consistently across all platforms and interactions.
Step 4: Use Your Brand Voice Everywhere
Now that you’ve developed your brand voice guide, it’s time to apply it consistently across all channels. Research shows that a consistent brand voice can boost revenue by up to 23% [2].
Adjust for Each Platform
Each platform has its own vibe, so while your brand voice should stay consistent, small tweaks can make a big difference. Here’s how top brands adjust their tone across various platforms:
| Platform | Voice Style | Example |
|---|---|---|
| Professional and approachable | Canva shares educational posts with an encouraging tone [1] | |
| Visual-forward with personality | Fenty Beauty combines bold visuals with casual captions [4] | |
| Short and engaging | Oatly uses quirky humor in its bite-sized posts [4] | |
| Personal and focused | Slack adopts a friendly, helpful tone, like a coworker [4] |
The key is to stay true to your brand’s personality while adjusting tone and format to fit each platform’s style. Once you’ve tailored your voice for each channel, it’s time to make sure your team is ready to bring it to life.
Train Staff on Voice Guidelines
Your team needs to know how to apply the brand voice consistently in every interaction. Here’s how to make that happen:
- Host workshops where team members practice applying the brand voice in realistic scenarios.
- Provide examples of how the voice should sound and give feedback to refine their skills.
- Create reference cards with voice traits and examples for quick guidance.
- Use training tools to track progress and ensure everyone is on the same page [2].
Match Words with Visuals
Words and visuals should work together to create a seamless brand experience. The tone of your content should complement the look and feel of your visuals.
Tips for Aligning Visuals and Voice:
- Match the tone of your writing with the mood of your imagery.
- Use consistent formatting for headlines and captions.
- Pick fonts that visually reflect your brand’s personality.
- Make sure your color palette aligns with the emotions your brand voice conveys.
Step 5: Track and Improve Results
Identify clear metrics to gauge how well your brand voice is working across various platforms and channels.
Set Success Metrics
| Metric Type | What to Measure | Tools to Use |
|---|---|---|
| Brand Recognition | Mentions, hashtag usage, sentiment | Social listening platforms |
| Customer Response | Satisfaction scores, feedback | Survey tools, focus groups |
| Content Performance | Time on page, bounce rates, conversions | Website analytics |
Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) to set clear objectives. For example, aim to increase positive brand sentiment by 15% within three months.
Collect Customer Input
Your audience’s feedback is an essential tool for refining your brand voice. Here’s how to gather it:
- Run quarterly surveys to understand customer perceptions.
- Organize focus groups to test new elements of your brand voice.
- Use social media and listening tools to monitor feedback and sentiment.
Analyze this input to make informed adjustments to your brand voice.
Update Voice as Needed
Regularly review the data and feedback you’ve collected to ensure your brand voice stays effective and aligned with your goals.
Monthly and Quarterly Reviews
- Check performance metrics and feedback monthly; make smaller adjustments quarterly.
- Update team training materials and share new insights to keep everyone aligned.
Annual Reviews
Take a deeper dive each year by evaluating:
- How your business goals and market position have evolved.
- Changes in customer demographics and preferences.
- Shifts in industry trends and competitor messaging.
This ongoing process ensures your brand voice remains consistent and impactful.
Conclusion: Next Steps for Your Brand Voice
With your brand voice refined and in use, the next step is keeping it consistent while allowing it to grow alongside your business.
Key Areas to Focus On
To effectively implement and maintain your brand voice, pay attention to these three areas:
1. Document Your Guidelines
Develop a clear, accessible brand voice guide. Include details like your voice’s characteristics, writing rules, and how it should adapt to different platforms. Make sure everyone on your team can easily access and use this guide in their work.
2. Train Your Team
Hold regular workshops and share practical examples to help your team understand how to apply the brand voice consistently. For instance, FedEx uses "The Purple Promise" to ensure employees across all roles maintain clear, customer-centered communication, whether it’s in face-to-face interactions or corporate messaging.
3. Monitor and Adjust
Set up systems to evaluate how well your brand voice is working:
| Timeframe | Focus Areas | Outcome |
|---|---|---|
| Monthly/Quarterly | Review metrics, conduct voice audits, and update guidelines | Improved communication strategies |
| Annually | Conduct a full brand assessment | Align voice with business goals |
"A cohesive brand voice is a pillar of a strong content operation." – Parse.ly [6]
Keeping the Momentum
Here’s how to stay on track:
- Build a central brand voice guide that’s easy for your team to access.
- Plan regular training sessions to reinforce the voice across all teams.
- Use tracking systems to monitor metrics like engagement and customer feedback.
Top brands like Mailchimp maintain consistency by creating detailed guidelines for every type of content, from technical documents to social media posts [6]. This ensures flexibility for different contexts while staying true to the brand’s identity.
As your business grows and the market shifts, your brand voice should evolve too. Regularly reviewing and updating your guidelines will help keep your voice relevant and effective, all while staying aligned with your core values. Following these steps will ensure your brand voice continues to connect with your audience now and in the future.