Learning how to discover your brand voice sounds complex and tedious. But once you start answering the questions you need to ask yourself, it becomes quite a bit easier.
Now, you may think: Is it really a big deal if I don’t have a brand voice?
Do I need one?
Yes! And not because we’re telling you to do so, but because companies with a brand voice sell better and make more money. It’s the one thing that gives you the warm and fuzzy feeling when they hear it. A well-developed brand voice is both familiar and trustworthy.
Everyone knows about the big brands like Apple, Google, and Coca-Cola. But even today’s large companies started small not too long ago and increased their revenue by creating a brand voice that’s all their own. These companies include ones like:
- Billie: Billie launched in 2017, raising $6 million at its initial stages. By 2019, the razor company dedicated to women raised $25 million, led by Goldman Sachs Private Capital Investing Group.
- Poo-Pourri: Saw an 80% increase of $15 million to $27 million in sales after a digital campaign went viral.
- Casper: The mattress company earned $100 million in less than two years.
On top of each of these being great ideas, what do they all have in common? Their branding is recognizable and pushed them to the next level, seeing a huge return on their investment.
We’ll walk you through the 5 questions you should be asking to learn how to discover your brand voice.
What To Ask To Discover Your Brand Voice
Did you know it takes about 5 to 7 impressions for customers to start recognizing a brand?
Finding your brand voice can be overwhelming to think about. But it doesn’t mean you can’t do it. In fact, if you have about 20 minutes, we’re sure you can answer these questions yourself and get started.
Grab a pen and a clean sheet of paper or notebook. Don’t worry about being too detailed. Even if you scribble your answers quickly, you’ll have an outline to go off of when you’re ready to think about it more deeply.
Reading along for a quick skim? That’s okay, too. These questions aren’t tricky and shouldn’t leave you confused.
1. Who Is Your Audience?
Let’s start with something you may already be familiar with.
In other words, this question is asking, “Who the heck are you talking to?”
If your audience is primarily middle-aged men who are married and lean on the conservative side, write it down! If you cater more to a younger audience that’s diverse and single with no children, write that down. Or maybe you aim for high net worth individuals who consider themselves workaholics. Whatever the case may be, jot it down and have it on paper.
Pinpointing who you’re talking to will eliminate a ton of other brand voices that currently exist. Doing this can also help you get a more narrow idea of how you’re already talking to your audience during the following steps:
- Initial conversation or consultation
- Following up on the exchange if necessary
- Thanking them for their business
- Responding to positive and negative feedback
- Reaching out to get them to return, sign up for something, or any other call-to-action (CTA)
- Talking to returning customers
Running through your business model or sales process gives you a better idea of your tone, wording, and other aspects of your brand voice.
2. How Are You Different From Your Competitors?
You’ve likely heard this time and time again. But it’s because it’s important to decipher what makes your business unique and different from your competitors. This answer could include things like longevity, special certifications or licenses, quality of staff, and so on.
Then, you need to ask why your audience would care about what makes you different. You can then place your focus on turning those unique features into benefits for your customers.
3. Who Do You Want To Sound Like?
Whether you’re hoping to mimic your own voice or that of someone else, it’s important to decipher what you plan on sounding like. One way to get this down in your notes is to list a bunch of adjectives that describe your brand.
Some examples include:
You don’t have to use these exact adjectives but think of some on your own. They could even come from client testimonials you’ve read or heard in the past.
This step leads us right into the next one…
4. What Do You Want To Avoid?
This part isn’t as fun but is oh-so-necessary. Consider what you’d like to avoid when moving forward with your branding. Write down a bunch of adjectives that you want to refrain from or avoid altogether.
Another way to do this step is by writing down negative adjectives you’ve heard about your business to help you decide how to steer away from sounding that way.
For example, perhaps you’ve read the reviews, and people tend to say your business is inconsistent and sloppy. It’s harsh and may not even be true. However, it’s essential to listen to feedback and turn it into a positive opportunity by seeing what you can do with it. First of all, consistency is key. Then, sounding too informal may not be the best decision depending on the market you’re in. If people expect you to sound professional, you can still do so while showing your human side.
5. What Do You Want People To Feel About Your Brand?
Finally, go back to who your target audience is. Then ask yourself what you’d like your clients to take away from interacting with your brand. Envision their absolute best “buying” experience and explore those feelings and emotions. Whether you sell a product or offer a specific service, it’s critical that you walk through their process, focus on their pain points, and understand how your business helps. Find some descriptors or even personal stories that accurately encompass your brand.
Don’t Lose Out On More Money And Get Help Finding Your Brand Voice
86% of customers say authenticity is important to them when deciding which brands to support. This is why it’s even more important than ever to make sure your business has a brand voice to showcase. This doesn’t mean you need to make the next viral TikTok. It just means people value businesses and business owners being themselves.
What do you say? Are you feeling inspired to get going on your brand voice?