Because great copywriting is not just about WHAT you say, it’s about HOW you say it too.

So, you’re ready to write some new copy for your biz.

You’ve done the groundwork. You’ve determined who you are, who you serve and how you can make their life better. You’re clear on your services and the problem/s you can solve.

You’ve even developed some fancy new offers to spice things up and get your customers clicking.

Your fingers are hovering excitedly over the keyboard and your brain is buzzing with ideas. It’s go-time.

But hold up!

Have you thought about your brand voice?

Sure, you may know what you want to say… but have you thought about HOW you want to say it?

How you want your brand to sound on the page?

How you want to communicate and connect with your audience?

👉🏼 This is where your brand voice comes in.

So, what is your brand voice?

Put simply, your brand voice refers to the way you talk to your customers. But more than that, it is the character and personality of your brand, which is determined and driven by your brand values.

Your brand voice ultimately forms the emotive and creative foundation of your copy. It’s what your readers will connect with. As humans, we connect with those whose personality, behaviour and values align with our own — and this works exactly the same for brands.

Your brand voice should be consistent across ALL of your communication, be it your website copy, email marketing, social media captions and even product packaging. This consistency is what will make your brand memorable and recognisable in a — let’s face it — very loud and very crowded market.

Wait… Is brand voice different from tone of voice?

The short answer? YES.

But lemme break it down for you.

Your tone of voice relates to the expression, emotion or mood of your copy. Just like when you are speaking to different people in your life (e.g. your boss vs. your bestie), your tone can and should change depending on the context, objective and audience of your content.

While your brand voice will remain consistent, your tone of voice will change depending on different situations. For example, the tone of your email marketing when you’re launching a new product will be very different to the tone you use when responding to a disgruntled customer.

Why is developing your brand voice so important?

When you’re writing for your business, having a consistent and clearly defined brand voice is one of the *best* ways to differentiate yourself from your competitors.

👉🏼 It is KEY to winning the hearts of fickle customers.

👉🏼 It humanises your brand and sparks a connection.

👉🏼 AND it can help you turn “add-to-cart-apathy” into “shut-up-and-take-my-money!”

People get behind brands that speak their language — and I don’t just mean their native tongue!

When you use a brand voice that your audience can relate to, you build familiarity, empathy and trust.

(Y’know, all those vital steps on the journey to conversion?)

Plus, when you have a clear brand voice, it keeps your content on-brand. It can help to ease that niggling sense of doubt that often rises up when you’re writing for your business — you’ll be much more confident in what you want to say and how you should say it.

Need some tips on developing your brand voice?

There’s a few key things to consider when developing an authentic brand voice for your brand:

💡 Identify your brand values

Your brand values and business ethos will help to determine the personality of your brand. This will then inform how you will speak to your customers and what kind of language you will use.

✨ Define your brand personality

Think of your brand as a person — how would they speak? What would they sound like? How would their personality determine their behaviour and delivery when discussing particular topics?

💭 Think about your ideal customer

How would you speak to them in a conversation? How do you want them to feel after an interaction with you?

✏️ Document everything!

Unless you have one person writing ALL of your communication and touch points, you’ll need to create a brand voice document to keep things consistent across your marketing, website copy, social media and beyond.

The key takeaways?

→ Be consistent — carry the same brand voice across every aspect of your brand, but alter your tone to suit the sitch.

→ Be authentic — be true to your brand and your target audience, don’t try to be something you’re not. Trust me, it won’t last.

→ Be a voice your customers can connect with — think about how your customers communicate and use a tone and language that they can relate to.

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So there it is. Brand voice in a nutshell.

Now, if you’re sitting there thinking: “Oh god… I’ve been writing like a loose cannon WITHOUT a brand voice this WHOLE TIME?!”

Don’t worry. I got chu. Send me a message, tell me your wordy woes and let’s find you a brand voice that fits your biz.