Why brand voice is everything (yes, everything) in content marketing
When we talk about building a brand, most people tend to jump straight to the visuals: logos, colours, and a shiny website.
But guess what? Those visuals don’t talk to your customers, and they don’t show up consistently across every bit of content you share.
That’s where brand voice comes in, and trust me, it’s just as important (if not more) than the look of your brand.
So, what is brand voice, why does it matter, and how can it work its magic to help you build trust, engage customers, and turn those readers into loyal clients?
Allow me to tell you…
What is brand voice?
Think of brand voice as the way your business expresses its personality. It’s the unique way your brand ‘speaks’ across all the different channels you connect to your audience through. It’s at the heart of everything you put out – from your website content to your emails, to that quick social post you just hammered out this morning.
Your brand has an identity, and doesn’t just involve what you’re saying; it’s also about how you’re saying it. Your brand voice defines the tone of your content and messaging and brings consistency across the board.
At the most basic level, think about how you want your brand to come across: are you friendly and casual or more professional and straightforward? How do you want the world to perceive your business?
A strong brand voice not only reflects your business’s values but also signals to your audience that they’re in the right place – that they’re the right people for what you offer.
A well-defined brand voice builds trust by showing people who you are and what you’re all about, without needing to spell it out with phrases like, “We believe in…” or “Imagine a world where…” Instead, your brand voice communicates these values subtly, letting you focus on delivering the messages that truly matter.
Why is brand voice so important?
A brand without a voice is like a story without a narrator (and remember, storytelling is the heart of all good marketing). Sure, the details might be there, but if there’s no personality or connection people are going to shut off and go straight to sleep.
Here’s why having a clearly defined brand voice makes a world of difference:
It builds trust: When people know what to expect from you, they feel like they know you. When everyone’s bombarded with a hundred messages a day, being known (and trusted) is gold.
It engages customers: A distinct brand tone of voice grabs attention. It pulls readers in and keeps them interested because it feels different and relatable – it’s not the same recycled copy they’ve seen elsewhere and it feels like they’re having a conversation with you, rather than being constantly spoken at.
It converts readers into clients: Consistency is key here. When people experience the same voice across all your content, it reinforces that you’re legit – making them far more likely to trust you with their time, money, and loyalty. It also strengthens associations across channels, enabling you to connect with them cohesively in multiple places and form a continuous bond that builds awareness and loyalty.
How to create a brand voice that stands out
Developing your brand voice might feel tricky at first, but it’s really as simple as knowing who you are, who your audience is, and finding the right mix of tone and style that feels natural to both.
Here’s a quick how-to on nailing it:
Know your brand’s values: Are you a no-nonsense expert, a friendly helper, or maybe a mix of both? Pin down what you stand for and how you want people to feel when they interact with your brand.
Define your tone: Decide on a tone that reflects your brand’s personality. This could be casual, warm, witty, professional, or even a little cheeky – just make sure it aligns with your audience’s expectations.
Be consistent: Once you’ve found your voice, stick with it across all content. Consistency in tone and style is what builds that sense of familiarity and trust.
Stay true to yourself: Authenticity isn’t just a buzzword (well, sometimes it is, but not in this instance) – people can tell if you’re putting on an act. So don’t try to be something you’re not; be genuine, and let your personality shine through.
Finding your voice: The missing piece of great content
Your brand voice is the silent superhero of your content strategy. It makes your business memorable, it’s relatable, and most importantly, it’s you.
So, whether you’re just starting to think about tone of voice in branding or are looking to refine yours, remember that it’s worth the time.
When your brand voice is dialled in, every piece of content becomes a direct line between you and your audience – and that’s where the magic happens.
If you’re ready to feel confident in your brand and develop a voice that feels authentic, I’ve created a free 30-day challenge with simple, daily prompts to help you get there. You can join here.
