Developing Your Brand’s Voice

Lauren Owens - July 18, 2012

Professional copywriters have to wear many hats. They have to shift on a daily – and sometimes hourly – basis to suit the purpose, brand and audience they’re writing for. As a result, “voice” is something copywriters think about all the time.

Voice is central to a brand’s identity. And, now that so much of business is conducted online, voice is more important than ever. So, if you haven’t taken the time to truly evaluate what your brand should sound like, there’s no time like the present.

Some things to consider when developing your brand’s voice:

• Who is your audience?

• What kind of language does your audience use?

• Which brands do a good job marketing to your audience? (What do they sound like?)

• What is the mood or idea you want your brand to emulate?

• If your brand was a person, who would it be? (And what does that person sound like?)

As you begin to develop your brand’s voice, you will find that what you do is tied very closely to what you should sound like. If you’re in the business of selling meditation downloads, for example, your brand’s voice might sound very positive and easy going. If you’re in the business of selling stock advice, your brand’s voice might sound informed, mature and confident.

If you’re able to create a voice that resonates with your target audience, they’re more likely to want to hear what you have to say. And that – in the world of social media marketing – is golden.