How To Create A Content Calendar

Content Marketing: Finding Your Brand’s Voice

Vinny Manfrate, Sperling Interactive's SEO Content Writer

Written by: Vinny Manfrate

Category: blogging

01.27.2021

When it comes to content marketing, discovering your brand’s voice is an integral part of your overall marketing identity. It would be best to prioritize finding and forming your brand voice before all other content marketing efforts and strategies. By taking the time necessary to develop a unified brand voice, you’ll ensure that all copy, design, blog, and social content feel cohesive and engaging, positively positioning your brand for success.

What is brand voice? How to Create Brand Voice

What is Brand Voice?

Brand voice represents the word choice, language, and content style that you use to communicate with your audience, users, or customers, usually as a reflection of your brand’s mission, goals, and values. Choosing your brand’s voice determines the audience’s perception of your company, business, or organization, making it a process that should not be taken lightly.

Why is Brand Voice Important?

A brand’s voice extends far beyond simple content creation guidelines. Voice is ingrained within your brand’s identity, especially when it comes to how you engage and interact with users, customers, and clients through various channels, such as blogs, email, and social media. This allows audiences and users to connect with your brand on an emotional level, whether those emotions be humorous, professional, or authoritative, building brand loyalty and trust. 

Establishing a clear brand voice also helps your in-house or outsourced content creators, writers, and social media managers craft copy and content material that speaks directly to your user-base, promoting professional uniformity across all brand channels. Clear content guidelines also inform long-term marketing campaigns, content calendars, and social media strategies, helping your project managers plan out long-term customer outreach and retention.

5 Tips for Defining Brand Voice

5 Tips for Finding Brand Voice

1. Review Your Company Mission Statement

A brand’s voice and personality should always take into account your business’s missions and values. For this reason, we highly recommend that you review your company’s mission statement. 

This simple step can provide you with significant insight into how you would like your brand to be perceived by potential customers and clients, using that insight to inform the foundations of your brand’s voice.

2. Perform a Full Content Audit

Lay it all out in front of you. From blogs to social media content to your home, email, and landing page copy, performing a full audit of your brand content provides you and your content creators with a comprehensive and organized view of all the content created up until that point.

From here, combined with using marketing tools, such as Google Search Console and Google Analytics, you will be able to identify your best-performing pieces of content and the content that tends to perform poorly. 

Carefully examine these pieces of content – why are they performing so well or so poorly? What type of emotion, language, and tones can be observed throughout the content pieces? Asking and answering these questions will help you determine what your audience wants and responds to the most. 

3. Know Your Audience

Who are you marketing your products or services to? What are the daily challenges and obstacles that your service or product helps to overcome? These are just a few of the questions you will want to ask yourself and your team when developing your brand’s voice and tone.

For example, a local law firm specializing in family law or even in wrongful death cases should NOT use humorous or tongue-in-cheek language when crafting and planning content. In contrast, a local toy store, quick service restaurant, or gift shop may find lighthearted humor and fluffy language to be a useful tool for connecting with their customer base. It’s all subjective. 

4. Create Living Guides for Content Creators

While flexible in execution, it’s especially helpful to create a short guide or chart for your writers, designers, social media managers, and all other content creators to reference once you’ve formed the beginnings of your brand’s voice identity. Include your brand characterizations, values, and goals, with a brief description of how and why those concepts are significant.

Within this chart, also be sure to include key phrases and words that highlight the tone and language that you’d like to see put forth when it comes to your brand. It can also be extremely helpful to highlight the words, phrases, and concepts that you would prefer your content creators to avoid.

5. Be Flexible and Experiment

Keep in mind that times change rapidly. The tone that worked yesterday may not necessarily net results today, so keep a sharp eye on changing local, worldwide, and social trends. Essentially, it’s a good idea to “read the room” before writing or posting anything, especially content relevant to current social climates.

However, content creation is experimentation, and the brand voice guide that you create should always remain a living document, able to be changed and tweaked as needed. Make sure that you allow content creators to stay flexible and to experiment reasonably as they craft customer or audience-facing content. 

Trust Your Audience And Stand Out With a Bold Voice

These days, internet and social media users alike are savvy, highly-knowledgeable, and aware of the marketing world surrounding them. With advertisements, listicles, blogs, articles, Tweets, Tik-Toks, and social media posts continuously being shown and pushed onto social feeds, YouTube videos, and business web pages, consumers are now more informed than ever before taking an interest, let alone becoming a converter.

For this reason, it’s imperative that you speak to your audience, users, and prospective customers with respect for their time through engaging content that accurately reflects your brand’s mission, values, products, and services. And, forming your brand’s voice will go a long way towards engaging your audience and letting them know that you have exactly the product, service, or website that they are searching for.

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