How to Build a Strong Brand Voice Online

Define Your Brand’s Purpose

Before you get into the nitty-gritty of your brand voice, it’s crucial to know what your brand stands for. If you don’t have a clear purpose, your voice will come across as scattered and weak.

• Mission and values: What are you trying to achieve? What does your company care about? Your brand’s mission and values should guide the tone and personality of your voice.
• Audience: Who are you speaking to? The way you talk to a group of teenagers isn’t the same as how you’d speak to professionals in a corporate setting.

Clarify your purpose so your voice sounds authentic, focused, and consistent across all platforms.

Be Authentic and Consistent

A strong brand voice is genuine. People can tell when a company is faking it or trying too hard to be something they’re not. Consistency also matters. Your audience needs to recognize your brand’s voice no matter where they encounter it.

• Tone: Whether you’re formal, casual, or somewhere in between, keep the tone consistent. If you change your tone constantly, it can confuse or alienate your audience.
• Style: Your style could be friendly, professional, sarcastic, or even humorous. Choose one and stick with it, ensuring it fits your brand and audience.
• Language: Think about the words you use. Avoid using jargon that doesn’t fit, but at the same time, don’t shy away from words that truly represent your brand’s identity.

Consistency builds trust. When your audience feels like they know who you are, they’re more likely to connect with your brand.

Understand Your Audience

To build a brand voice that resonates, you have to know who you’re speaking to. What do they care about? What challenges do they face? The more you understand your audience, the better you can shape a voice that speaks directly to them.

• Research: Study your target audience. What’s their age, gender, location, and profession? These details will help inform the tone, language, and overall vibe of your voice.
• Pain points: Recognize the struggles your audience is facing and use your brand voice to provide solutions or guidance.
• Expectations: Different audiences have different expectations when it comes to how a brand communicates with them. Some want humor, while others want professionalism. Be mindful of what your audience expects from you.

When you know your audience, you can tailor your voice to sound just right. No guessing, no overshooting—just clear, direct communication.

Create Guidelines for Your Voice

Once you’ve figured out your brand’s voice, make it official. This means creating brand voice guidelines that everyone on your team can follow. These guidelines ensure that no matter who is writing or speaking on behalf of your brand, they do it in a way that’s true to your identity.

• Tone of voice: Define what your tone should be in different scenarios (e.g., when responding to customer inquiries, sharing promotional content, etc.).
• Vocabulary: List words and phrases you want to use, and avoid words that don’t align with your brand.
• Dos and don’ts: Outline specific actions, like how you should interact with customers or how formal your posts should be.

Brand voice guidelines keep things on track and prevent missteps.

Keep It Simple and Clear

A strong brand voice is easy to understand. Overcomplicating things just leads to confusion. People don’t have the time or patience to decode your message. Aim to keep it simple and direct.

• Short sentences: Keep sentences short and to the point. This doesn’t mean dumbing things down, but instead making sure the message is clear and easy to follow.
• Simple words: Use common words. Avoid the temptation to use fancy jargon or complex terms that might turn people off.
• Clarity: If your audience has to work hard to understand what you’re saying, you’re not doing it right.

A brand voice that’s simple, direct, and clear ensures that your message doesn’t get lost in translation.

Adapt the Voice for Different Platforms

The way you talk on social media might be different from the way you communicate on your website or in an email. Each platform has its own set of rules and user expectations.

• Social media: On platforms like Twitter or Instagram, your voice can be more casual, fun, or even a little cheeky. It’s okay to inject personality here, as people expect informal interaction.
• Website: On your website, the voice should still be friendly but more professional. Your website is often the first place people go to learn about your company, so you want to establish trust and credibility.
• Emails: When emailing customers, maintain a friendly and helpful tone, but ensure the communication is professional. People expect clarity and respect in email exchanges.

Don’t forget, even though your voice might change slightly from platform to platform, it still needs to feel like it’s coming from the same place. Adaptation is key, but it shouldn’t feel like a different brand is speaking.

Listen and Engage With Your Audience

A strong brand voice isn’t just about speaking; it’s about listening, too. Pay attention to how your audience responds to your messaging, and adjust accordingly.

• Monitor feedback: Keep an eye on what people say about your brand online. What are they liking? What aren’t they responding to? Feedback is invaluable for fine-tuning your voice.
• Engagement: Respond to comments and messages in a way that matches your brand voice. If someone has a question or concern, your response should be calm, clear, and aligned with your brand values.

Engaging with your audience is an opportunity to reinforce your voice. It’s a two-way street—listen and adjust when needed.

Use Storytelling to Amplify Your Voice

Storytelling is one of the most powerful ways to strengthen your brand voice. It gives your brand a human element that makes it easier for people to connect with you. Whether it’s through customer stories, behind-the-scenes content, or brand history, storytelling helps make your voice more relatable.

• Customer stories: Share real-life experiences from customers. This adds authenticity to your voice and helps show the impact your brand has had.
• Behind the scenes: Give your audience a look behind the curtain. Show them who you are as a company, your team, your culture, and how you operate. This helps humanize your brand.
• Brand history: Share your brand’s journey. How did you get started? What challenges did you face along the way? People love to root for the underdog, and sharing your story can build stronger emotional connections.

When you tell a compelling story, your brand’s voice feels more genuine and meaningful.

Evolve With Your Audience

Your brand’s voice isn’t set in stone. As your business grows and your audience evolves, your voice may need to adapt, too. Stay open to change, but make sure the core of your brand stays the same.

• Feedback-driven change: If you notice your audience’s preferences shifting, don’t be afraid to tweak your voice to stay relevant.
• Stay true to your roots: While evolving is important, always keep your brand’s values and identity at the heart of your messaging.

An adaptable voice allows you to stay in tune with your audience while still maintaining authenticity.

Avoid Common Mistakes

There are a few pitfalls that can make your brand voice weak or inconsistent. Here’s what to watch out for:

• Trying too hard: Don’t force humor or personality. Let it come naturally. Over-the-top enthusiasm can feel inauthentic.
• Being vague: Avoid being too general or vague in your messaging. People want clarity and direction, not ambiguity.
• Inconsistency: Changing your tone from one platform to another or even within the same platform can confuse your audience. Stick to a clear, consistent voice.

By avoiding these mistakes, you can keep your brand’s voice strong and on track.

Conclusion

Building a strong brand voice isn’t something that happens overnight. It takes time, consistency, and a clear understanding of your audience. By staying true to your brand’s purpose, speaking directly to your audience, and adapting when necessary, you can create a voice that resonates and builds trust over time.