Why is brand voice essential in copywriting?

By Copy Writes Copy

Why is brand voice essential?

At Copy Writes Copy, our brand voice is light-hearted, a bit jokey at times, yet still hugely informative.

That's because, as experienced and professional copywriters, we fully understand that marketing isn't just about the words - it's also about how you say them.

And, that fact is the same whether we're writing a website, a social media post, an email campaign, or a piece of hot advertising copy.

But, why is brand voice so essential in copywriting?

Here are 3 good reasons

1. It differentiates your brand from competitors

With so many competitors in the market, standing out is challenging. A unique brand voice can differentiate your brand from competitors, and create a lasting impression on your target audience.

But, to reach these heights, your brand voice must reflect your brand's personality and values, and should really resonate with the people you want to reach.

2. It creates a connection with your audience

It creates a connection with your audience

Your brand voice should be relatable to your audience, and reflect their language and communication style. By doing so, you can create a connection with your audience and establish trust.

A consistent brand voice can also create a sense of familiarity, and help your audience feel more comfortable with your brand.

3. It establishes a consistent image

A consistent brand voice can establish a consistent image for your brand. It should reflect your brand's personality, values, and mission, and should be used across all communication channels, including website copy, social media posts, email campaigns, and advertising copy.

This can help create a cohesive brand image and increase brand recognition.

But, how do you create a unique brand voice?

This can be tricky, but the following 4 tips should help.

1. Identify your brand personality

Your brand personality is the human characteristics associated with your brand. It's how your brand communicates, behaves, and interacts with your audience.

To establish your brand personality, ask yourself the following questions:

• What are the core values of your brand?

• What are the key attributes that define your brand?

• How do you want your brand to be perceived by your audience?

• What are the emotions you want to evoke in your audience?

Once you've answered these questions, you can develop a brand personality that reflects your brand's identity.

2. Determine your target audience

Your brand voice should reflect your target audience's communication style, language, and interests. To establish a unique tone, you need to know who your target audience is, and determine their demographics, psychographics, and behavior patterns.

By understanding your audience, you can tailor your brand voice to resonate with them.

3. Develop a brand voice guide

A brand voice guide is a document that outlines your brand personality, tone, and style. It provides guidelines for creating a consistent brand voice across all communication channels. It should include the following elements:

• Brand personality: The human characteristics associated with your brand.

• Tone: The emotional and communicative qualities that reflect your brand's personality.

• Language: The words, phrases, and vocabulary used to communicate with your audience.

• Style: The visual and design elements that reflect your brand's personality.

By creating a brand voice guide, you can ensure that everyone involved in creating copy for your brand understands and follows the established guidelines.

Practice consistency

Consistency is key when it comes to brand voice. Your brand voice should be consistent across all communication channels, including website copy, social media posts, email campaigns, and advertising copy. By doing so, you can create a cohesive brand image and increase brand recognition.

5 Mistakes businesses make when creating a brand voice

As we've already mentioned - establishing a brand voice is an essential part of developing a successful marketing strategy.

However, many businesses (especially those that don't hire a good copywriter) make classic mistakes when trying to create a brand voice, which can seriously damage their marketing efforts.

Here are 5 of the common mistakes we see at Copy Writes Copy.

1. Not understanding their target audience

One of the biggest mistakes businesses make when establishing their brand voice is not understanding their target audience. To create a unique and effective brand voice, it's crucial to know who your audience is, what they care about, and how they communicate.

Without a deep understanding of your audience, it's going to be ultra-tough to create a brand voice that resonates with them.

2. Inconsistency

Another critical mistake businesses make is inconsistency in their brand voice. If your brand voice differs from one communication channel to another, it can confuse your audience and diminish your brand's image.

Consistency in your brand voice is crucial in creating a unified brand identity and increasing brand recognition.

3. Copying their competitors

Copying competitors

Businesses that try to copy their competitors' brand voice often end up creating a generic and forgettable brand voice. While it's essential to be aware of your competitors' brand voice, copying them will only make your brand indistinguishable from the competition.

Instead, focus on creating a brand voice that reflects your brand's personality, values, and mission.

4. Neglecting their brand personality

Your brand personality is what makes your brand unique and memorable. Neglecting your brand personality when establishing your brand voice can result in a bland and unremarkable brand voice.

To avoid this mistake, make sure your brand personality is at the core of your brand voice, and all communication channels reflect it.

5. Not adapting to changes

Businesses that don't adapt to changes in their target audience or industry trends can quickly become irrelevant. Your brand voice should be flexible and adaptable to changes to reflect your brand's growth and evolution.

Neglecting to make necessary changes to your brand voice can cause it to become outdated and ineffective.

Need help creating your brand voice?

Then contact Copy Writes Copy, a copywriting and social media marketing agency dedicated to helping SMEs access pro copywriting at an affordable rate.