Nail Your Brand Voice: Walk the Line

Can you write a little bit um… younger?

Ouch. That’s the feedback I received from a client.

I’m not young. I’ll be the first to admit that. But I’m not old. Am I?

I confess that I sound ridiculous when I try to use words like “lit” and “fire.” (Dammit, I AM old.) I’ll also gladly concede that my client gave helpful feedback. The voice and tone I used for the first draft of the blog article didn’t match their brand personality.

A brand voice needs to be consistent to be effective. It gives consumers a personality to identify and relate with. Great companies with a clear and identifiable brand voice experience success. Their ability to connect with their customers is one of the reasons that they endure.

Developing a brand voice takes a lot of work. Take the necessary steps and perform exercises to find your brand’s voice. But creating a framework for your brand voice is only round one. Putting it into practice is another.

Writing to capture a specific voice and personality challenges even the most experienced writers. How can you be fun while still being taken seriously? What does passion look and sound like? How do you write in an authentic tone while staying approachable?

Writers walk a fine line. When it’s consistently done right, it’s effortless.

Let’s talk about how to walk that fine line. We’ll focus on a few character traits and show you what that looks like. We’ll discuss best practices on how to show your personality rather than telling people your personality.

Now allow me to ease into a comfortable chair before we get started. My feet are killing me! That’s better.

Alright, let’s get to it!

Fun and Playful While Being Taken Seriously

Writing in a fun tone makes your brand more personable. People want to do business with people — not corporations. A fun and playful tone says, “We’re not afraid to challenge the status quo and be ourselves.” So how do you pull this off?

Write short, punchy sentences.

Avoid commas and conjunctions (and, or, but). Write a new sentence instead. It makes your writing easier to read and understand.

Don’t be a slave to grammar.

Start sentences with and, but or because. End sentences in prepositions. Use ALL CAPS for emphasis. But be intentional in how you bend grammar rules. Never sacrifice comprehension or readability for style.

Use unconventional examples.

Write what feels natural. If using a pop culture reference to clarify a point makes sense, do it. But don’t force it, or do it too many times. Otherwise, it’ll start to lose its charm.

Writing short, punchy sentences with exclamation points is excellent. You want to say, “We don’t take ourselves seriously. We take our product seriously.” You can’t forget about that second part.

How do you get taken seriously? You have to show that you should be taken seriously. Show examples of success. Facts, data and testimonials show examples that you’re a force and not a fad.

Authentic Without Being Overly Serious

I see it a lot in product copy. And I’ve been asked to show that a brand or a product is “authentic.” But what makes a brand authentic?

A brand that takes responsibility for any issues or mistakes is authentic. A brand that says, “We have tools and knowledge to make your life easier. But if that’s not through our product, that’s ok,” oozes authenticity.

The power in authenticity lies in your ability to show the trait, not just talk about it. It’s not a label that you put on at your whim. It’s a badge that you earn through consistent actions.

It’s the copywriter’s job to highlight those actions and powerfully communicate them. To do that, there are a few strategies you need to use:

Use simple vocabulary and avoid jargon.

Be straightforward and speak like a person, not a brand.

Be honest and sincere.

Tell the truth. Take responsibility for mistakes. You’re human. They’ll understand.

Don’t oversell or over-promise.

Deliver on your promises. Your word is your bond. Break your word, and you lose their trust.

Don’t just say you’re authentic. Your audience will decide that for themselves. Prove it through your actions and with how you communicate with your audience.

Passionate About What You Do

Like authenticity, passion is another one of those words that brands love to feature on their About pages, homepages, and brand stories. And like authenticity, it’s not enough to say you’re passionate about what you do — you have to show it.

Show your brand’s passion through stories, activities, and testimonials. Then nail your brand voice by:

Using strong verbs.

Find strong verbs to tell your story and communicate benefits. You need to use active language and avoid verbs like “to be.”

Being positive about you and your industry.

Be passionate about yourself and your industry. Be a cheerleader not just for your own company but for your whole industry.

Don’t be lukewarm or wishy-washy.

You don’t show passion by being in the margins. Pick a side. Defend your hill with verve.

Passion, authenticity, and fun are not mutually exclusive. They help each other out.

A fun tone makes an authentic voice more approachable.

A passionate voice makes a fun tone more engaging.

An authentic voice makes passion more believable.

No matter what voice you want for your brand, it takes practice and consistency to become that voice. Set the tone and keep it up throughout all of your channels and communications.

Create a style guide and preach it to your staff. Be clear with your freelancer writers. And try to soften your feedback if you can. We’re a sensitive bunch who have trouble letting things go.

But we still get the job done. Use website copy that captures your unique brand voice. Email hello@jerichobundac.ca and let’s talk about getting your message across with personality.