Your brand voice is the personality of your business, the way you communicate, the tone you use, and how your message resonates with your audience. While consistency is key, it’s just as important to ensure your voice feels real and relatable. Authenticity builds trust, strengthens connections, and makes it easier for your audience to feel a genuine bond with your brand.
So, how do you balance maintaining a strong brand voice and keeping it authentic?
Know Your Brand Values:
Your brand voice starts with your values. What does your business stand for? What do you want to be known for? When your messaging aligns with your core beliefs, it feels natural and your audience will pick up on that authenticity.
To Do: Write down your top three brand values. Then, review your recent content (social posts, website copy, emails) and check if these values are reflected in your messaging. If not, adjust your content to align with them.
Speak Your Audience’s Language
Your voice should resonate with the people you want to reach. Consider their needs, challenges, and communication style, and shape your messaging to connect with them on a deeper level.
If your audience prefers a conversational tone, lean into that. If they expect professionalism, strike the right balance. The key is to sound like you, in a way that feels right to them.
To Do: Research your audience by reviewing comments, messages, and reviews. Identify common words, phrases, or concerns they use and incorporate them into your content to make it more relatable.
Share Real Moments and Stories
People connect with stories, not just polished marketing messages. Share behind-the-scenes insights, lessons learned, and even challenges you’ve faced. These real moments make your brand feel more human, building stronger relationships with your audience.
To Do: Create a post or email sharing a personal story related to your business journey, something that challenged you or shaped your approach. Keep it real and engaging.
Stay Consistent Without Sounding Robotic
Consistency matters, but that doesn’t mean sounding overly polished or stiff. Your brand voice should have a natural, engaging tone. Whether you’re writing blog posts, social media updates, or emails, keep it clear, approachable, and true to your brand.
To Do: Read your latest piece of content out loud. Does it sound like something you would naturally say in a conversation? If it feels too stiff or forced, rewrite it with a more natural tone.
Allow Room for Growth
A brand voice isn’t set in stone; it evolves. As your business grows and your audience shifts, your voice should adapt. Revisit your tone periodically to ensure it still aligns with your goals and audience needs.
To Do: Look at your brand messaging from six months ago. Does it still feel right? If not, update your brand voice guidelines or create a short content style guide to reflect how you want to communicate moving forward.
Your brand voice is what sets you apart, it’s how people recognise and connect with you. By balancing consistency with authenticity, you’re building a brand that people can trust, relate to, and engage with.
Take the time to refine your voice, embrace storytelling, and speak in a way that truly resonates with your audience. Your brand is unique, and your voice should be too.
