Let me ask you a question, how do people recognize your brand? Is it your logo? The brand colors you use? What if you would take these visuals away? Would people still recognize your brand? That’s why it’s so important to establish a brand voice. The way you write and talk is an important aspect of your brand. Words are powerful. They make your brand unique, recognizable, and relatable.
Defining your brand voice
Defining your brand voice can be tricky but it’s an important step towards being recognized by your audience. Find out what characteristics your voice inhabits, what kind of language and words you use or how your tone best communicates and connects with your audience. There’s a little exercise that will help you to define your brand voice in this post
Related post: How to find your brand voice
7 tips to use your brand voice when writing copy
Once you have defined your brand voice, you have to make sure to use the same tone, language and unique style throughout your copy. There are some tricks to do so and be smart about using your voice.
Talk to a single person
Whenever you write something, imagine you’re talking to a one person. This is easier than writing for your audience in general. You have to know who this person is of course. That means, defining your target audience (more on this here) and creating an audience avatar. If you write your copy especially for this avatar, your writing will be more personal and authentic. It’s like talking to a friend.
Related post: How to define your target audience
Put your audience first
Your content must always be valuable for your audience. If you’re solving a problem, motivating or just entertaining your peeps, make sure to put your audience first. When we’re selling something, we often tend to put the focus on the product and its quality instead of the customer needs and benefits. A good way to avoid this is by counting your “YOUs”. How many times have you used the word “you” compared to “I/ we or the name of your brand/ product”.
Simplicity beats excellence. I don’t like Hemmingway; though, I do like his writing style which is very simple if you’re honest. His success shows you don’t need to embellish everything to get your point across.
There are some easy steps to ensure your writing is simple:
- Keep sentences and paragraphs short
- Don’t use business jargon nobody understands
- Delete unnecessary adjectives and adverbs
If your copy is too complicated nobody will read it. Always keep it simple stupid. Cutting the crap out of your writing will have a very positive effect on your readers. The less you hide behind fancy words the more you show your unique brand voice.
Tell a story
People are intrigued by stories. If you tell a good story, one that doesn’t focus on selling but on how your brand can improve your audience’s life and solve their problems, people will trust you. Authenticity is a huge point in gaining people’s trust. Don’t jeopardize this by imitating other brands or trying to be somebody else. People can see through this. Keeping your brand voice authentic is easier to maintain in the long run.
Don’t think you don’t have an interesting story to tell or your story has already been told. If you look at the TV spots of Coca-Cola or Apple you will see that the stories they tell are very simple and nothing groundbreaking and new. They tell stories everybody can relate to.
Use visuals to support your words
Visuals as images, infographics, and photos aren’t just an add-on to make things look cute. They should always be used to support your message. But bad copywriting can’t be saved by pretty design. So focus on your copy first and make it brilliant before you design the visuals.
As with everything consistency is king and this goes two ways. You have to be consistent in your messaging and style. This means using the brand voice you have defined and the same message throughout all your copy. And you have to write and come up with new content regularly. Create a schedule and stick to it.
Once people start to follow your brand, they build up expectations on what kind of content you provide and how often they will get something new from you.
Adjust your brand voice
Your brand voice will evolve, it’s important to check in regularly to see if you need to make tweaks and changes as your brand grows and your audience might change their needs.
Related post: Why branding is a journey