Have you found your brand voice?

Your brand speaks, but is anyone listening?

A brand without a voice is like a book without words. A logo may catch the eye, but it’s your brand’s voice that captures hearts, builds trust, and creates a loyal following. Yet, many businesses stumble here, mumbling corporate jargon or, worse, mimicking competitors until they become just another echo in the marketplace.

Your brand’s voice is the personality that speaks through every customer interaction, whether it’s a website, social media post, or an offhand reply in an email. Get it right, and people don’t just hear you; they remember you. Get it wrong, and you’re just more noise in an already deafening world. Let’s break down how to craft a brand voice that cuts through the static.

Brand Voice vs Tone: Know the difference

Think of your brand’s voice as your personality, consistent, unique, and unwavering. Your tone, however, is how that personality adapts to different situations. A great brand voice remains steady; tone flexes to meet the moment.

Defining your brand’s voice

Creating a strong brand voice requires more than picking adjectives from a hat. It demands introspection, clarity, and, most importantly, honesty. Ask yourself:

• What do I stand for, and what do I stand against?
• If my brand were a person, how would they talk?
• What words would my brand never use?
• How should my audience feel after interacting with my brand?

Common brand voice mistakes (and how to fix them)

Even the best brands slip up. Here are some of the biggest mistakes businesses make when defining their brand voice, and of course how to avoid them:

#1: Trying to please everyone

If you aim to be everything to everyone, you end up meaning nothing to anyone. Great brands take a stand, embrace a personality, and aren’t afraid to alienate those who don’t align with their values.
Fix: Know your audience and speak directly to them. If your voice is playful and irreverent, don’t water it down out of fear someone won’t like it. Your right audience will love you for it.

#2: Inconsistency across channels

Your website sounds polished and professional, but your Twitter feed reads like a teenager on caffeine. Your email campaigns feel warm, but your chatbot responses are colder than deep space.
Fix: Document your brand voice and train your team. Every touchpoint should feel cohesive, no matter where or how a customer interacts with you.

#3: Mistaking trendy for timeless

Just because everyone is using slang today doesn’t mean it won’t be cringe-worthy tomorrow. A brand voice built on fleeting trends will age faster than last year’s memes.
Fix: Keep your brand voice timeless. You can adapt tone to trends, but your core voice should stand the test of time.

How to test and evolve your brand voice

A great brand voice isn’t static. It evolves as your company grows, your audience shifts, and cultural tides turn. Here’s how to keep it fresh without losing its essence:

• Test it in real-world scenarios. 
  Create mock social media posts, ad copy, and website content. Does it sound like “you” across the board?
• Gather feedback
  Listen to customers. Do they resonate with your messaging, or does it feel off?
• Refine, but don’t overhaul.
  Your brand voice should grow organically, not undergo drastic shifts unless your entire brand is pivoting.

Conclusion

In a world drowning in content, your brand voice is your life raft. It’s what makes people recognise, remember, and trust you. Define it. Own it. Use it wisely. And most importantly, make sure it sounds unmistakably you.