A brand voice is an extension of your brand. Although your brand is your logo, choice of colour across your web design and font, it should also be present across your content, whether that content is blog posts, social media posts or web content.
Brand voice plays a very important role in your content marketing campaigns as it helps to develop brand awareness. It therefore should not be ignored unless you want to eliminate an important portion of your target market.
Read on to learn how to develop brand awareness by defining an appropriate, valuable brand voice:
Define your Readership
Who are your primary readers? What’s their main age range? What kind of careers are they involved in? What are their personalities and characteristics? Are they male or female? What’s their level of education?
Another factor to consider is what kind of vocabulary your readers will appreciate. If you are targeting teenagers then they will not appreciate complex, professional language. Likewise, if you are targeting professional businessmen then it’s unadvisable to write in an emotionally drawn-in manner. You need to craft your blog posts directly around your readers, not the other way around.
What makes your Brand Unique?
Each and every business has a unique selling point. The trick is to find yours and really emphasise it. What characteristics do you see in your competitors’ blog posts and social media posts? What is their unique selling point? Although it’s great to gain inspiration from your competitors, you should never copy them. Instead, you should find something that enables you to stand out from the crowd and build a loyal following of readers.
What’s so special about your content?
What is it about your content that’s compelling people to come back time and time again? Are they reading your posts because they are informational? Or entertaining? Establishing the main reasons why people read your blogs is essential as this will help you to create a branded voice that responds to their needs.
What’s the ‘personality’ of your brand?
Finally, you can’t devise blog posts, social media posts and other content without establishing what sort of personality your brand would have if it was a person. Is your company male or female? Laid-back or disciplined? How would it be dressed? Empathetic and friendly or serious and formal?
Answering all of the above questions will help you to shape your brand’s voice, establishing your brand voice’s core characteristics ensuring that voice remains consistent from post to post.
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