When you develop a brand, you need to think beyond the logo. How your brand speaks will impact every piece of communication. Whether it’s your company website, email newsletter, or even an internal memo, a consistent brand voice tells the audience...it’s you.
So, how do you ensure consistency? Write a voice and tone guide, of course. Way too often, we see clients skip this step. Sometimes it’s a budget issue, but some clients believe they don’t need one. No matter your reason, we encourage you to start developing guidelines by taking these steps.
Define Your Audience
Before starting any branding or marketing efforts, you must understand who you serve and how you reach them.
Identify Characteristics of Your Brand
What does your brand stand for? How do people see your brand? Understand your brand's attributes and characteristics and how you want people to interact with it.
Write It Down
This one is easy. Just write it down. Write down the different characteristics that describe your brand and explain why that word describes your brand’s voice. Also, provide real-world examples of how you would express that attribute.
Send the voice and tone guide out to your team. Integrate this guide into everyday work life and keep it in a centralized place. This will help guarantee that your staff will use it.
Consult It Often
To keep your brand consistent, you must refer to the guide often. Every touchpoint should fit into the guide.
Update and Evolve
Review and make changes. Like people, your brand will go through a journey and evolve into a new version of itself. Make sure your voice and tone guide continues to resonate with your brand.