Building a Brand Voice: How to Match Your Tone to Your Target Audience
Sarah
Building a brand voice is foundational to your marketing efforts. A clearly established and tonally consistent brand voice will give your content a distinct flair and style that will help you connect with your target audience.
Despite its importance, many brands struggle to establish a compelling voice and tone that appeals to their ideal audience. As a result, their content ends up flat, bland, or simply a poor match for their customer base.
Fortunately, you don’t have to follow suit.
We’ll examine some tips and strategies for building a brand voice to ensure your content is impactful and relevant to your prospective customers. We will also explore the question “What is B2B writing?” and discuss how this underutilized marketing tactic will help you focus and amplify your brand voice.
What’s a Brand Voice?
Your brand voice encompasses your company’s unique style, tone, and personality. It defines how you communicate with your target audience and impacts what sort of relationship you will have with them.
When selecting your voice, you can be whimsical, fun, relaxed, nonchalant, serious, or calculated. Whatever voice you choose, make sure that it aligns with your niche; then, create tonally consistent content that encapsulates that voice.
Building a Brand Voice: 5 Tips for Finding Your Own
While there are many ways to build a brand voice, you can start with these five tried-and-true tips that will help you align yours with your target audience.
1. Identify and Study Your Audience
First, identify your audience. Once you know who you want to connect with, study them. Learn their interests, pain points, needs, and goals.
From there, familiarize yourself with their communication preferences. Do they like straightforward, snappy content? Or do they want to be entertained and educated? When you know what your audience wants, you can begin to find your voice.
2. Define Your Values and Mission
In order to create your voice, you must first ensure you have something to say. After you know who you need to reach, define your company’s values, mission, and purpose.
Your values and mission will guide the direction of your content. When you know what you stand for, it is much easier to create content that conveys that purpose.
3. Pick Your Personality
Many brands that target younger consumers adopt a humorous and slightly irreverent style. If your audience is primarily young people, you might take the same approach. Conversely, if you specialize in B2B services or mainly serve older consumers, you may need to select a more nuanced, professional, and reserved voice.
Chances are that you have already started to establish a personality with your existing marketing content and branding materials. If your current personality and tone are working, don’t feel as though you have to reinvent the wheel. Instead, refine your personality and ensure it is consistent across all content.
4. Create a Style Guide
Creating a comprehensive style guide will provide in-house and third-party content creators with a road map they can use to produce consistent, tonally accurate marketing materials.
Your guide should outline when to use specific words, what spellings or slang can be incorporated into your content, and which slogans should be weaved into marketing materials.
5. Use B2B Content Writing Services
Are you asking yourself, “What is B2B content writing, and what does it have to do with building a brand voice?” Business-to-business (B2B) writing is like any other B2B transaction in that it involves one company selling services to another organization.
In this case, the service is copywriting. The best B2B content writing services have teams of talented wordsmiths, each specializing in a unique niche. Skilled B2B content writers will help your brand define its voice and align its tone with your target audience by providing you with expertly crafted marketing assets.
Let Write Collective Amplify Your Brand Voice
Write Collective’s team of B2B content writers will amplify, refine, and focus your brand voice so that it resonates with your target audience.
When you connect with Write Collective, your dedicated account manager will gather information about your business, industry, and marketing objectives. They will use these insights to help a B2B writer craft tonally consistent and on-brand copy for your business.
Want to learn more? Explore our content marketing packages, or reach out to Write Collective and let us explain how we can help you find your voice.