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Brand Voice: Definition & Application

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Identifying your brand's personality is key to communicating with your audience. In this lesson, you'll learn what brand voice is and how it is used in your content marketing.

Your Personality on Display!

Imagine you're a photographer tasked with capturing moments of people's lives through your pictures. You have a session this morning with a new client, Allison, and start by telling her to just be herself and let her personality shine through. Here's the first pose she gives you:

Brand voice is about conveying your personality through your communications.

It's immediately clear that Allison's personality is one of playfulness. She likes to joke around and have a good time. Without specifically telling you her personality, she has communicated who she is through her facial expressions.

Brand voice is a similar concept.

What is Brand Voice?

Your brand voice is about projecting your brand's personality through the communications you distribute. Creating a brand voice can help you recognize the tone you want your brand to convey, and aid you in building that tone consistently across all marketing channels when speaking about your brand to your audience.

Brand voice is about conveying your personality through your communications.
Your brand voice is how you express what your brand or business is all about.

How Do I Find My Brand Voice?

You likely already have some solid ideas on what your brand is all about and the type of image you want to portray. However, there are some things to consider when defining or building your brand voice.

1. Do you know who you're talking to? Understanding who your target audience is and how to best relate to them is a good place to start identifying how you want to present yourself.

2. How do you want to be viewed? Are you trying to be formal or informal? Do you want to establish yourself as an authority figure or more of a friend or neighbor? The types of personality traits you choose will guide how to craft your communications content.

3. Do you stand out from your competitors? Maybe your goal is to mimic the voice of other brands and and your competition. Or, perhaps your goal is to take an opposite approach and create a new type of voice in your particular marketplace.

4. Choose some characteristics and build profiles for each. If your brand voice goal is to be relatable and conversational, write down some ideas of ways to convey this and things to avoid. For example, you might choose to use humor and the type of language and acronyms we use when texting a friend, as opposed to a more formal presentation with big words and lengthy sentences.

5. Be prepared to change. Brand voice is a concept that could shift over time, depending on your target audience, sales products and new media marketing opportunities. Be receptive to making changes in the event a particular voice doesn't fit or isn't yielding the results you intended.

How Does Brand Voice Impact My Content Marketing?

Brand voice is only one part of how you convey your brand's personality, but it is an important one. It can drive how you select your graphics and photos, how your website is designed and what type of things you share on your social media channels.

It also impacts your content marketing efforts. Content marketing is a marketing tactic that involves the creation of valuable and relevant content disseminated to your target audience. The goal of content marketing is ultimately to drive viewers to become customers and purchase your products or services.

If you've followed the steps for creating and identifying your brand voice, now is the time you put them into action.

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