A Brand Voice Is Not Audible

Brand voice is a critical component of your brand identity. It needs to remain consistent throughout your website and all of your marketing materials including social media. It is your brand’s personality, style or point of view. Whether you are aware of it or not, your brand already has a voice. What you need to ask yourself is, is it the right one?

Voice differs from tone. Tone is more like your brand’s attitude or mood, which will vary depending on the audience you’re talking to and/or the particular platform you are using. When it comes to tone, the context is key.

Let’s look at an example. Jennifer runs a florist shop. Her voice is outgoing and optimistic. No matter who she’s talking to, Jennifer’s outgoing nature and optimism shines through. However, not every flower sale is for a happy occasion. There are get wells, farewells and funerals. Because of this, Jennifer’s tone will be primarily empathetic: perhaps playful and humorous for happy occasions and sympathetic and supportive for the sad.

We’re not all perfect – we have positive and negative personality traits. Before you decide on your voice, get to know yourself a little better. Try the Myers-Brigg Personality test. Have a look at these excellent examples of different personalities described with appropriate adjectives.

59 Positive Personality Adjectives to Describe Your Favourite Friends

66 Negative Personality Adjectives to Describe People in English

We defined our voice as follows:

Female. Lighthearted.

Entertaining. Amusing yet authoritative.
Experienced. Explanatory not lecturing.
Understanding. Critical not complaining.

“We” never “I’.

“You” never “one”.

Once you work out your voice, add the details to your social media playbook.