Page 4 - Brand Awareness ~ Defining Your Brand Voice

Consider the generation you are targeting,
and the ways they communicate. Another

idea is to review existing pieces of content
that have resonated with audiences to see
how the message was conveyed. When all
else fails, try to define what the voice
is not – not too serious or not too flippant,
for example. “Figuring out what you don’t
want your brand voice to be is a critical

step in choosing the right voice for your
brand,” Forsey writes.

DOCUMENT
2 THE VOICE.

To ensure that the entire company
is effectively communicating with the
same brand voice, it’s critical to have

a clear document that explains the brand
voice – what it is and what it isn’t. Offer key
characteristics of the voice, as well
as examples of how those characteristics
can play out in content. For example,
an authoritative brand voice may translate
into content that offers best practices
and advice. In developing this document,
the content creation team should consider The voice at the

themselves similar to a film director who
must lead entire teams to create a unified heart of the brand
message, Robert Rose writes at Content is one of the most
Marketing Institute. “The content team’s
purpose must be more than to create great effective tools
assets,” he notes. “It must also enable every
other part of the business to do the same.” a brand can use

3 PLAN for targeting its
ROUTINE REVIEWS.

Brand identity is not a one-and-done desired consumer
decision. Ensuring consistency requires demographics.
constant monitoring and reevaluation.
“Language evolves and the words you used
five years ago might not be en vogue today,”