The Key to Creating Your Brand's Voice

When it comes to startups, many brands struggle with finding the right voice to not only resonate with their audience but also actively stand out in the crowded market. Your brand voice is the connection between your business and your followers. For this reason, it's necessary to set yourself apart and understand your target audience in such a way that you can speak to them directly in a conversational and friendly manner while also selling your brand.

Research

You probably already have an idea of who your target is (or who you want it to be). However, when researching deeper into your target, try to remove any preconceived notions you have about them. This could lead to sounding false or dishonest in the long run. Dig deep when learning about your target; go out and talk to them. The more you learn, the easier it’ll be to produce a voice that relates to your audience.

Differentiate

Not only do you have to resonate with your audience—you also need to make sure your message is different from all the other brands they hear every day. Audiences are constantly being bombarded with brand messaging which falls on deaf ears. Your job, or the job of your consultant or agency, is to help break through that clutter and create content with a voice that is your own, packs a punch, and leaves your target wanting more.

Test

After you have decided on a few content pieces that actively represent your brand's voice, it will help immensely to test them with your audience. This will not only give you a better idea of how your brand resonates with people, but it will also help you develop a better understanding of your audience’s wants and needs.

Evolve

Finding the right voice is a lot of trial and error. After testing your content with your target, adapt and evolve your concepts based on feedback. Once your brand is out there, listen to the feedback from the market; see where the strengths in your image lie and where they falter. Evolve when necessary and your audience will grow closer to your messaging.

Every great brand voice we know today didn’t get there as soon as the brand launched. It takes years to perfect a brand voice that fits what you're selling, resonates with an audience, and also has the legs to be carried on over time. So, be ready to put the time and energy in adapting your brand over the years to grow with your audience while bringing more people into your orbit. It will help your business grow and make it more unified, distinguishing it in the market.

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**References & Further Research**

“Creating the right brand voice.” Larsen.com. [http://larsen.com/insights/creating-the-right-brand-voice/](http://larsen.com/insights/creating-the-right-brand-voice/) (accessed September 5, 2017).

Lafsky, Melissa. “Brand Voice Doesn’t Mean What You Think It Means, But You Still Need One.” Contently.com. [https://contently.com/strategist/2015/03/05/brand-voice-doesnt-mean-what-you-think-it-means-but-you-still-need-one/](https://contently.com/strategist/2015/03/05/brand-voice-doesnt-mean-what-you-think-it-means-but-you-still-need-one/) (accessed September 5, 2017).

York, Alex. “How to Create a Consistent Brand Voice on Social Media.” Sproutsocial.com.https://sproutsocial.com/insights/brand-voice/ (accessed September 5, 2017).