Weaving Words to Wealth in Your Brand Voice: Proven Tips & Strategies!
Andrew Neel — Unsplash.com
Having a unique brand voice is an absolute game-changer. But I’m sure that’s all you keep hearing – so what does it really mean, and why is it so beneficial? Well, getting a clear picture of who your brand is helps you truly connect with your audience on a level not many other businesses do. It sets you apart from your competition.
You’re probably thinking, “Who my brand is? It isn’t a person…”
And you’re right. It’s not a person, but giving it a personality that aligns with you and your ideal audience makes it shine through every interaction. Whether that’s on your website, blogs, social media posts, or any medium you show up on. Your brand voice is the secret sauce that makes your biz relatable, memorable, and successful.
That’s why today we’re diving into the captivating world of brand voices, why they’re more than just words on a screen, and how they’ve become so impactful. As a copywriter specializing in the world of parenting, motherhood, and marriage, I’ll focus on brand voices here. But really, this can apply to any industry.
So grab your cuppa coffee (fellow coffee-lover here) or tea, get comfy, and let’s chat about how having a brand voice can propel your biz to the next level.
Defining Your Brand Voice
Brand voice is the one-of-a-kind personality and tone that defines your biz. It’s all about the vibes and emotions your brand evokes in your audience when they’re interacting with your brand.
Let’s look at siblings, for example. They’re raised by the same parents, yet somehow, they are vastly different. One can be more shy and reserved, while the other is outgoing. (I’m the outgoing one, and my sis is the reserved one, haha.)
You could also look at a get-together you’ve gone to before. You probably chatted with the party-goers, yet one person stuck out to you. Maybe it was…
The way you could relate to them
How incredibly empathetic and non-judgmental they were
The deep, profound insights they had
Their hilarious jokes
Your brand can be that person to your audience. Think about who your brand is online and who you want it to be. How do you want your audience to feel when they interact with you?
If you’re thinking, “What does this even have to do with my product or service? It’s about selling my offer and letting them know why they need it.”
Weeeell, you’re right, but there’s more to it. Before your audience even gets to your product or service, they meet your brand. It’s like when someone comes over, they don’t just pop into your living room. They first have to meet you at the door and walk through your foyer.
Are you and your foyer (homepage or landing page, in this instance) warm and inviting? If you are, your visitor (audience) will decide to come in and explore what you have to offer. This sets the tone for the rest of the time they interact with you. This is what will make them want to stay with you versus others similar to you.
Think about your favorite products or services and why you chose them. I’m sure you loved more than their product – you also loved how they made you feel. Let’s take a look at Lovevery as a real-life example:
Lovevery’s Homepage
This section showcases their entire brand personality. They’re a company full of experts to ensure your child gets the products they need and love. Each product is made for the stage your child is at in their development – this shows that they’ve done their homework to make sure infants and toddlers don’t get cookie-cutter products.
Lastly, they show parents that they genuinely care for their children because they curate their toys with natural materials. They care for children and the planet. And while they’re experts, not once do they talk down or give a sense of I-know-it-all to their audience. This, in turn, gives their biz many benefits.
The Benefits of Having a Brand Voice
Your brand voice is more than simply sounding good – it’s about doing good for your business. There are many benefits your business will experience once you’ve established your brand’s voice – here are just a few:
Boost in your customer engagement – When your audience can relate to your brand personally, it captures their attention and keeps them engaged. They’ll keep interacting with your brand, whether it’s purchasing more, sharing your content, or becoming advocates for your brand.
Improve your customer loyalty – When customers feel a deep connection with your brand through your brand voice, they tend to stick around more. They start referring your business on social media and by mouth. They make repeat purchases because they trust your brand over others.
Skyrocket conversions – Your relatable brand voice can lead to higher conversion rates. Whether that’s in sales, email open and click-through rates, blogs, and website visitors. People are more likely to take action when they feel a personal connection.
Increase in your brand recognition – A brand voice is like having a megaphone in a huge crowd. It calls people’s attention and helps them recognize and remember you. For example, when our kiddos are hangry, my husband and I say, “You’re not you when you’re hungry,” which is the Snickers slogan!
Gives your brand an edge – Your unique voice is something competitors can’t replicate – because it’s you and your creation. A strong voice will give you an edge and attract the right customers, the ones that align with you.
Positive brand image – A well-done brand voice shapes how your brand is conveyed to others. It can make your brand look trustworthy, professional, approachable, and more, depending on your brand voice and image. In the parenting niche, a friendly, empathetic tone creates a positive image of a trusted friend and advisor.
In my brand journey as a copywriter, I’ve witnessed firsthand how a friendly, empathetic brand voice deepened my connection with readers. It also attracted people who were aligned with me – so it was easier to grow a relationship.
Having this brand voice came easily to me because I am empathetic and friendly – always have been. The world has enough negativity as it is – I think it’s best we shed more positivity and light. It’s more than being heard – it’s being seen and feeling embraced.
So, let’s get into how to create your brand voice – because, trust me, it’s a big process. But very rewarding!
Creating Your Consistent Brand Voice Identity
Consistency is incredibly important in every part of your business. This makes sure to avoid confusion in your reader. Imagine the next time you see the party-goer who was giving you insightful advice is quiet and only talking in one-word sentences. You’d be confused, worried, and anxious – none of which are positive emotions.
When your audience knows what to expect, they’ll feel safe and comfortable. So, here are five ways to create your brand voice and maintain its consistency.
Get clear on your brand voice – You can start by writing some adjectives that capture the essence of the brand personality you would like. Think about your audience and how they relate to your brand. Use those aspects to create words that’ll connect with your audience.
Organize your brand’s voice guide – You’ll want to craft a guide to keep your brand’s voice rulebook. This should house the words that align with your brand, words to avoid, phrases your brand will use, and even emojis. Anything related to your brand should go here, including style, formatting, and colors. This can serve as a compass for you and any copywriter or designer you work with.
Be authentically you – Your brand is special. You made it because you wanted to sell your unique product and service to help others. You want to keep this in mind when creating your brand voice – it should reflect your business’s values and personality rather than someone you’re not. Embrace what makes your business unique – your audience will appreciate that.
Give it that human touch – In this digital age where AI is quickly becoming the popular kid, it’s important to keep in mind that people like humans! It’s like when you call a number, and the automated machine comes on 🙄 so you keep pressing zero until you get an actual person to help. Your audience wants to know about you and your brand. So, share stories, engage with them, and show them who you are.
Evolve, but don’t abandon – The same way we aren’t who we used to be ten years ago is the same way your business can evolve over time. It’s essential to embrace this change, especially as you grow and your audience changes. This will help you stay consistent, transparent, and relevant. But it’s vital to not flip-flop and do a 180 – that will for sure confuse your loyal audience. Consistency is about staying true to you and your brand.
Consistency in your brand voice is really about building a strong foundation for your brand. In the parenting niche, maintaining a consistent brand voice is like letting parents know they have a reliable friend in me – one where they can find advice and support. So, how do you connect with your audience like this?
Strategies for Understanding Your Audience
Your brand voice is the exciting, beautiful bridge that connects you with your audience on a deeper level. Think about what makes the bond with your close friends and family. It’s because you can trust them – you know they understand you and give you a safe space to just be you.
Your biz can have this with your audience. It all starts with your brand voice.
Here are four ways you can achieve a connection with your audience:
Empathy – This is a great way to show your audience you genuinely care about their well-being. Through similar stories, you can show them you know what they’re going through. Offer solutions to their pain points and let them know they’re not alone in their journey – because they’re not.
Reliability – Your brand voice should speak the language of your audience. It should resonate with their challenges and feelings. In the parenting niche, this includes addressing the struggles and joys of families that let them know, “We’ve been there before, and we get it.” Keeping your tone consistent like this helps your audience see you as a reliable figure in the industry.
Authenticity – Being vulnerable is not weak, it’s courageous. Many families are going through what you may have gone through, and speaking about these struggles will help them see the real you behind the brand. This propels your brand’s relatability and trustworthiness – aka your connection.
Two-way connection – Your brand is more than just talking, it’s about listening to your audience. Engage with them: ask them questions, respond to them, and take their feedback seriously. When they feel heard and seen, they’re more likely to become loyal customers and stay connected with you over anyone else.
Family life is all about the ups and downs. It’s essential to make their life easier and ensure it’s more up than down. That’s why my tone consistently shows my audience, “I’ve been in your shoes, I’m here to help any way I can.”
Your brand voice is powerful enough to build a community. It’s what turns one-time purchasers into loyal, referral-giving customers. So, make sure they feel seen and heard so you can make that impact you’ve been dreaming about for your biz. This will set you apart.
Setting Yourself Apart From Everyone Else
Knowing your audience and who you want your brand to be makes it easier to set yourself apart from the crowd. Let’s start with an example we can relate to. Because, after all, relatability is what evokes emotion.
Say you’re at a farmer’s market, and there are so many strawberry stands and vendors. They all look great, but everyone behind the stand is different. One person is seated in a corner on their phone. The next vendor has strawberry art around their stand, and they’re making strawberry smoothies.
They stand out from the crowd because of their uniqueness. The heat has you parched, and as a person who loves art, you’re finding yourself attracted to that one stand.
That’s the magic of a unique brand – and how you can stand apart from the sea of similar brands.
Here are three efficient ways to dig deeper into your overall brand voice to ensure you stand out:
What makes your brand different – Think about similar products and services to what you offer. What makes yours different? Is it the way it’s made or delivered? Is it the care you give it? Is it a particular ingredient? Use these aspects to find your unique voice so you can break free from the crowd.
Think about your favorite and least favorite brands – What part of their brand do you instantly remember? Was it something they said? A mission statement? Use these as inspiration to know what aligns with you and what you need to steer clear of.
Emotional connection smoothie – Using the answers from above, now it’s time to think about what resonates with your audience. Once you have all of that information, bring it together to create a delicious smoothie. This will foster a sense of belonging in your brand and your customers, ensuring long-term loyalty.
So, dare to be that strawberry stand. Make your smoothies and grow the level of impact you’ve been wanting to make since you started your biz. The benefits you and your brand will experience are immense.
It’s Time to Develop Your Brand Voice, Friend
Keep these benefits and tips in mind as you continue to hone in on your brand voice. Your brand voice goes hand-in-hand with your brand’s growth and success. Creating one requires a ton of deep digging within and studying your audience, so take your time with this.
The more you focus on your brand voice and really listen to your customer’s feelings and thoughts, the more you can improve your brand voice. This is something that is continuously evolving because it’s all about going with the flow of your and your customer’s changes – seeing what works and doesn’t.
Your brand voice is the heart of your brand. It’s what brings your audience one step closer to relating to you and pressing that “purchase” button.
So I’ll tell you what we remind our kids when they feel a little lost: Embrace your uniqueness, it’s your superpower. We’re never too old for some good advice about embracing what makes us us.
If you need help creating your brand voice or would like to have a quick chat about it, reach out to me, friend. This journey is exciting, and I’m in your corner, cheering you on!
