Know Your Audience (And Don’t Treat Them Like Idiots)

Before you can craft a voice that sings, you need to know who you’re talking to. This isn’t rocket science; it’s basic human courtesy. If your audience consists of tech-savvy millennials, you might want to be witty, casual, and even a bit irreverent. On the other hand, if you’re targeting a more traditional, professional crowd, your tone might need to be refined yet personable. The trick is to know your audience’s preferences, pain points, and what makes them tick.

Ask yourself:

• Who are they?
• What do they care about?
• How do they speak?

Once you’ve answered these questions, you can start moulding a voice that speaks directly to them, without patronising or overcomplicating things.

Define Your Brand Personality

Your brand personality is the foundation upon which your voice is built. Is your brand rebellious and edgy, or warm and nurturing? Are you the cool, slightly cheeky friend who always has the latest scoop, or the wise, reliable expert who never misses a beat? Defining your brand personality means answering these questions and setting clear guidelines for how you want your brand to be perceived.

Consider using a few adjectives to describe your brand. For instance, you might choose words like:

• Bold
• Humorous
• Authentic
• Smart
• Quirky

These adjectives will serve as a compass, guiding the tone, language, and overall vibe of your content. Remember, consistency is key here. Your brand personality should shine through on every platform—from your website and social media to customer emails and advertisements.

Keep It Consistent (But Not Robotic)

Consistency is crucial when it comes to creating a memorable brand voice. However, consistency doesn’t mean you should sound like a broken record or a monotonous robot. Your voice should be recognisable and reliable, yet flexible enough to adapt to different contexts and platforms. Think of it like your favourite pair of jeans: always there, always comfortable, but you can dress them up or down as needed.

One way to ensure consistency is to create a brand voice guide. This document should outline your tone, vocabulary, and writing style, complete with examples of “dos and don’ts.” It can be a simple one- or two-page reference that everyone in your organisation follows. This way, whether it’s a social media post or a lengthy blog, your audience gets the same friendly, engaging experience every time.

Crafting the Perfect Tone: It’s All in the Details

Now that you’ve defined your audience and brand personality, it’s time to get into the nitty-gritty of your tone. Here are some practical tips to craft a voice that grabs attention and refuses to bore:

Use Conversational Language

Drop the corporate jargon and pretentious buzzwords. Speak like you would in a friendly conversation—direct, relatable, and maybe even a little cheeky. Instead of “utilise,” say “use.” Instead of “synergise,” say “team up.” The goal is to make your content feel like it’s coming from a real person, not a faceless corporation.

Be Bold, But Be Authentic

Edginess can be a double-edged sword. On the one hand, it can set you apart; on the other, it can backfire if it comes off as forced or insincere. Your brand voice should be naturally bold without trying too hard. Authenticity is the secret sauce. If you’re naturally witty or have a knack for storytelling, lean into that. But if edgy humour isn’t your thing, don’t force it. Authenticity resonates much more than a poorly executed attempt at cool.

Inject Some Personality

Your audience wants to connect with a brand that feels human. Tell stories, share anecdotes, and don’t be afraid to show a bit of vulnerability. For example, instead of saying, “Our product improves productivity,” try, “We know what it’s like to feel overwhelmed. That’s why we created a tool that makes your workday a little less chaotic and a lot more productive.” It’s relatable and real.

Keep It Simple

Simplicity is a virtue, especially when it comes to language. Complex sentences and convoluted ideas can alienate your readers. Aim for clarity. A good rule of thumb is to write as if you’re explaining something to a friend over a cup of tea. Your goal is to engage, not to impress with your vocabulary.

Use Visuals and Emojis (Sparingly)

While your words are key, visual elements can also help convey your brand voice. Thoughtfully chosen images, memes, or even the occasional emoji can add a layer of personality to your content. However, moderation is critical—too many visuals or emojis can make your message look cluttered or unprofessional. Use them to accentuate your tone, not overpower it.

Practical Examples: Brands That Nail It

Sometimes the best way to understand what makes a brand voice effective is to see it in action. Let’s look at a few examples of brands that have crafted a voice that’s both engaging and unmistakably unique.

Innocent Drinks

Innocent Drinks is a prime example of a brand that has built its entire identity around a quirky, fun, and friendly voice. Their social media posts are full of witty banter, playful puns, and a conversational tone that makes you feel like you’re chatting with a friend rather than being sold a product. This authenticity has earned them a loyal following and set them apart in a crowded market.

Mailchimp

Mailchimp’s voice is another excellent case study. Known for its humour and approachability, Mailchimp manages to make a complex service like email marketing feel accessible and even fun. Their content is sprinkled with jokes, quirky illustrations, and a casual tone that demystifies a subject many find intimidating. The result is a brand that feels relatable and knowledgeable without being boring.

Old Spice

If you think edgy means pushing boundaries, look no further than Old Spice. Their advertising campaigns are legendary for their bold, over-the-top humour and irreverent tone. While their voice might not be for everyone, it’s undeniably memorable. Old Spice shows that taking risks and not being afraid to be a little outrageous can pay off in spades.

Avoiding the Common Pitfalls

Even if you’re determined to create an edgy, engaging brand voice, there are some common pitfalls you need to avoid. Here are a few tips to keep your voice from veering into cringe territory:

Don’t Overdo the Edginess

There’s a fine line between being edgy and being offensive. While you want to stand out, ensure your humour and tone don’t alienate your audience. Test your content with a small segment of your audience if you’re unsure, and always err on the side of authenticity rather than shock value.

Avoid Inconsistency

One of the biggest mistakes brands make is inconsistency. It’s one thing to have an edgy brand voice, but if your tone changes from one piece of content to the next, your audience will be confused. Consistency builds trust and helps your audience develop a clear image of your brand. Stick to your brand voice guide religiously, even if it means a little extra effort.

Don’t Mimic Others Too Closely

It’s tempting to imitate the success of brands like Innocent Drinks or Mailchimp, but your brand voice should be uniquely yours. Borrow inspiration, but don’t copy. Your audience deserves authenticity, and they can spot a carbon copy from a mile away.

Beware of Jargon and Clichés

Even in edgy content, certain buzzwords and clichés can quickly dull your message. Phrases like “synergy,” “innovative solution,” or “disrupt the market” have lost their luster through overuse. Instead, opt for clear, straightforward language that reflects your brand’s personality without sounding trite.

Bringing It All Together: Creating a Cohesive Brand Voice

At the end of the day, creating a brand voice that doesn’t bore your audience to tears is about being true to who you are while connecting meaningfully with your audience. It requires a deep understanding of your target demographic, a clear definition of your brand personality, and a commitment to consistency across all your channels.

Here’s a quick recap of the steps you should take:

1. Know Your Audience: Research your audience thoroughly. Understand their needs, preferences, and pain points.
2. Define Your Brand Personality: Choose adjectives that describe your brand. Are you bold and rebellious? Warm and witty? Smart and quirky? Let these characteristics guide your tone.
3. Craft Your Tone: Use conversational language, be authentic, inject personality, and keep it simple. Avoid jargon and overly formal language unless it suits your brand.
4. Create a Brand Voice Guide: Document your tone, style, and examples of do’s and don’ts. Ensure everyone in your organisation is on the same page.
5. Apply Consistently Across Channels: Whether it’s your website, social media, emails, or ads, your brand voice should remain consistent.
6. Test and Iterate: Don’t be afraid to tweak your approach based on feedback and performance metrics. Your brand voice can evolve, but the core should remain recognisable.
7. Learn from the Best: Look at brands that do it right. Analyse what makes their voice effective and consider how you can adapt similar techniques in an authentic way.

Remember, your brand voice isn’t just a marketing tool—it’s the personality of your business. It’s what makes you memorable in a crowded market. When done right, it can create a strong emotional connection with your audience, turning casual browsers into loyal customers.