This insight post is a summary of the original blog post authored by Natalie Deangelo of Nuffer, Smith, Tucker Public Relations. View the original, full-length blog post:Creating an Authentic Brand Voice.
Consumers are increasingly discerning about the brands and companies that win their business. Now more than ever, audiences want to trust brands and know that they share similar values. One way to build trust is by defining a compelling and authentic brand voice.
A brand voice often refers to the personality that a company integrates throughout their communication channels and it often plays an important role in ensuring that the messaging is a true reflection of their values.
Additionally, having a well-articulated brand voice promotes a consistent brand experience for consumers, ultimately leading to earning their trust.
Follow these tips to enhance your brand voice:
Find your brand’s characteristics
If your brand was a person, how would you describe its personality to someone? Begin by describing your brand in at least three words, starting with “We are…”. It may sound simple but identifying these characteristics and ensuring they reflect the company’s mission, vision and values are crucial to establishing the foundation for your brand’s voice and tone.
Look at the other side of the coin by placing limits on those characteristics
Now that you’ve established your core characteristics, what do you not want those characteristics to convey? For example, your brand voice may include the word “confident” but not cocky. Establishing parameters will serve as a guide for your team and partners as new content is drafted and will allow them to maintain a consistent tone in the messaging, no matter the platform.
To learn more about developing characteristic descriptions and how to create a brand voice chart, visit the original blog post or check out more partner insights on branding.
Nuffer, Smith, Tucker is an independent public relations agency in San Diego, California. A diverse team dedicated to pushing themselves, the industry and their clients forward, it offers communication and strategic planning services as well as in-house graphics, website and interactive capabilities.
