How to Create a Brand Voice That Speaks to People - Not Personas
Have you ever read a brand’s message and thought: Wow, it’s like they’re speaking directly to me? That’s the magic of a strong brand voice—it feels personal, relatable, and authentic. As a growing business owner, establishing this connection with your audience can set you apart in a crowded marketplace.
But here’s the secret: a brand voice that truly resonates isn’t crafted for generic “personas.” It’s built with real people in mind, reflecting your business’s core values and purpose. How to even begin? Let’s dive into a simple framework.
Step 1: Define Your Brand’s Core Values
Your brand voice starts with your “why.” What drives your business? Why do you do what you do? Write down three to five core values that encapsulate your mission.
For example, if you run a sustainable clothing brand, your core values might be:
Environmental stewardship
Ethical production
Empowering conscious consumers
These values will serve as the foundation for your messaging. They ensure your voice reflects your business’s authentic purpose, not just marketing buzzwords.
Pro Tip: Ask your team and customers how they perceive your brand. Their insights can reveal values you may not have thought to include.
Step 2: Understand Your Real Audience
Instead of building an abstract persona, get to know the actual people who engage with your business. This means having conversations, collecting feedback, and observing customer behavior.
Ask yourself:
What challenges do my customers face?
What motivates them to choose my product or service?
What values do they share with my brand?
For example, if your customers frequently mention wanting products that align with their sustainable lifestyles, your messaging should emphasize shared values like environmental responsibility and authenticity.
Pro Tip: Use social media polls, email surveys, or direct conversations to gather this intel.
Step 3: Craft Your Brand’s Tone and Style
Your tone is how you express your values and connect with your audience. Should your voice be:
Friendly and conversational
Bold and assertive
Inspiring and visionary
Choose a tone that aligns with your brand’s personality and resonates with your audience. For example, a local coffee shop might adopt a warm, inviting tone, while a tech startup might lean towards innovative and energetic.
Pro Tip: Create a style guide with examples of do’s and don’ts for your brand’s tone to ensure consistency across all platforms.
Step 4: Test and Refine Your Messaging
Once you’ve established your tone, start testing it in your content. Pay attention to how your audience responds. Are they engaging more with your social posts? Are you receiving positive feedback on emails?
Experiment with:
Storytelling: Share real experiences that reflect your values.
Visual elements: Pair your voice with images or videos that amplify your message.
Platforms: Tailor your voice for different channels, such as being casual on Instagram and professional on LinkedIn.
Pro Tip: Regularly revisit your messaging to ensure it still aligns with your evolving audience and business goals.
Final Thoughts
The key to a compelling brand voice is staying true to your values and genuinely connecting with your audience. When your messaging reflects who you are and resonates with what your customers care about, you build trust, loyalty, and a community around your brand.
Need some more help?
Scaling a business can be exciting, but also overwhelming. If you’re unsure how to best position your brand and need some help with managing your marketing, we can help.
Expert Guidance: Access our seasoned marketing experience and proven strategies to refine your brand voice.
Audience Insights: Leverage our expertise in analyzing customer data to uncover what truly resonates with your audience.
Strategic Consistency: We’ll ensure your messaging aligns across all channels and evolves with your business growth.
Time Efficiency: Focus on your core business while we handle the heavy lifting of brand strategy and execution.
Ready to elevate your brand voice? Let’s connect.
Book your free discovery call today at hello@ieconsultingcorp.com
