5 Strategies to Define and Refine Your Brand Voice

Charlene Virlouvet
Charlene Virlouvet
July 12, 2023

Establishing a distinct brand voice is crucial for success in today's competitive business landscape. This blog explores actionable strategies to define and refine your brand voice, align it with your target audience, reflect your values, choose the right language and style, and maintain consistency and authenticity. Unlock the power of your brand voice with DashoContent. Visit dashocontent.com to learn more.

5 Strategies to Define and Refine Your Brand Voice

Establishing a distinct and compelling brand identity is crucial for success in today's competitive business landscape.

A distinct brand voice helps customers recognize and remember the brand and can differentiate it from competitors. Marq's (formerly LucidPress) survey found that brands have seen more than a 20% increase in revenue by ensuring a consistent brand.

Aside from the uptick in profits, a distinct brand voice helps customers recognize and remember the brand and differentiate it from competitors. How can you create and implement a brand voice that reflects your brand's personality, values, and mission to stand out among competitors and audiences?

In this blog, we will delve into actionable strategies to help marketing professionals, brand managers, business owners, content creators, and copywriters define and refine their brand voice effectively.

What is Brand Voice?

To develop effective strategies, it is essential to understand brand voice.

Brand voice is the personality, character, and tone of a company or product. It is how the company or product speaks to its audience. As it is how you present your brand, it is essential to be consistent and recognizable across all your channels and reflect your brand's values and beliefs.

When you look at Apple, one of the most prominent tech companies today, you can immediately tell their brand is unique since their voice emphasizes elegance and simplicity. This consistency makes the brand feel more premium and aspirational.

Whether you're just starting to create your brand voice or want to improve what you already have, here are five ways to establish your brand voice and ensure it remains consistent throughout your communication channels.

1. Align your brand voice with the target market: A compelling brand voice begins with understanding your target audience. Conduct thorough research to determine their needs, preferences, and communication styles. Involving yourself in this process ensures deeper connections by aligning your brand voice with their expectations. Address their pain points effectively by tailoring your language, tone, and style to meet their needs.

2. Establish your brand values: A solid brand voice depends on defining your brand values. You should reflect these values in the language you use, the topics you discuss, and the emotions you evoke. These principles and beliefs should guide your brand's actions and decisions. Establishing trust and credibility with your audience will be easier if you communicate these values consistently.

3. Choose the right language and style: Your brand voice tone sets the emotional context of your communication. Consider your brand's personality traits and the emotions you want to evoke in your audience. Are you friendly and approachable, or more formal and authoritative? You need to make sure your language and style resonate with your target audience while maintaining your brand's identity at the same time.

The Drum | World's Best Ads Ever #4: Old Spice Returns With 'The Man Your  Man Could Smell Like'
"Man Your Man Could Smell Like" Old Spice February 2010 Campaign ©P&G

For example, Old Spice is a men's grooming brand with a humorous and irreverent voice consistent across all channels. This consistency helps the brand stand out from the competition and makes it a fun and engaging brand to follow.

4. Stay consistent and authentic:  Maintaining a consistent brand voice requires consistency. In addition to building trust, authenticity is crucial. Consumers value authenticity more than ever, so be transparent and genuine in your communication. Ensure your brand voice is consistent, from your website and social media platforms to your marketing materials and customer interactions.

"Raise the Beauty Bar" Dove 2017 Anniversary Campaign ©Unilever

A good example is Dove, a beauty brand with a strong voice focused on empowerment and body positivity. Their brand voice is consistent across all channels, helping to create a strong connection with their target audience and making them a trusted brand.

5. Refine your voice consistently: Adapting and iterating your messaging based on customer preferences and changing market dynamics can help you improve your brand voice. Conduct brand voice audits, gather feedback, and analyze customer responses to refine your messaging. Engage with your audience actively to ensure that your brand voice remains relevant and resonates with them.

In case you're not too sure about how your product or service is coming across, discover your brand voice on dasho.ai.

Discover your brand voice by typing in your website on dasho.ai

Boost your brand's voice with DashoContent

It is important to remember that mastering your brand voice is a continuous process. And by that, it also takes time. Knowing what works for you and your audience will help you achieve the right brand voice to help you develop a unique and compelling brand identity that sets you apart from your competitors.

With DashoContent, you can define and refine your brand voice. By helping you produce consistent brand-guided pieces, you can order content that resonates with your target audience and creates engaging content. Unlock the power of your brand voice and try DashoContent.

Written by Charlene Virlouvet, Chief of Staff at DashoContent.