The words you use to describe your business are just as important as the images you share online. I know I might be a *little* biased, but it’s true. While a fantastic design or image can capture your audience’s eye, personality-driven copywriting is equally important in winning their heart and sealing their fate as your new client.
Your brand’s voice should come alive in every single piece of content you produce, from onboarding emails to landing pages to social media ads. In order to portray your brand’s personality at every customer touchpoint—and ultimately win them over—it’s important to be intentional with your brand voice.
And, like so many parts of your business, consistency is key.
If your voice is inconsistent throughout all of your communications, then your audience may lose trust or confidence in your brand, think you’re unorganized or unreliable, or, worse, feel like they fell for a bait and switch.
To prevent those things from happening, let’s dive into a few ways that maintaining a consistent brand voice can help you build a memorable business.
Reveals the human behind the brand
Your brand voice is a reflection of your personality. The copy that’s woven into all of your marketing is your audience’s first glimpse into who you are and what your brand is all about. So don’t be afraid to let your personality shine through!
When a potential customer is interacting with your brand copy, it should be clear that they’re engaging with a real-life human. The best website copywriting is conversational—your audience should feel like they’re interacting with you IRL.
Consistency is key with customers
I’ve said it before, and I’ll say it again: consistency is key. When you develop your brand voice, it’s important to stick to it and maintain a consistent voice across all touchpoints so your customers or potential clients can feel like they’re interacting with the same brand wherever they go.
Why is this so important, you ask?
Think of it like this: if you were talking with your friend, you would expect them to speak or act in a way you’re familiar and comfortable with — whether that’s funny or caring or adventurous. So you’d probably be pretty thrown off if mid-conversation their personality did a 180. You’d probably be confused and wouldn’t know what to expect next.
The same is true for your customers. They’re drawn to your business because of the brand you’ve created that they’ve grown familiar with and learned to trust. Maintain that trust by making sure your brand voice is consistent in everything you do.
Helps you stand out
In a sea of creative entrepreneurs and small businesses, your voice is the one thing that can’t be imitated.
Your voice is inherent to who you are and is shaped by your story—and if there’s one thing that’s uniquely you, it’s your own story. Lean on your story and your personality to let your voice shine through.
A strong, one-of-a-kind brand voice is immediately distinguishable. Your voice can help you stand apart from the competition; maybe in ways that you don’t even realize!
Builds long-lasting connections
Whether your brand voice is fun and playful, professional and authoritative, or warm and welcoming, people will remember the experience of interacting with your brand and they’ll remember how they felt. And if this is a voice that resonates with them (which it should since you’ve likely done your research on your target audience), they’ll feel more connected to your brand.
When your brand voice is clearly developed, it will come through in every touchpoint potential clients engage with and will help build long-lasting connections with them.
Presents your brand as high quality
You know those websites you see that look completely put-together and professional and make you say “wow” as you’re scrolling through? I can guarantee that those websites have a strong brand voice throughout.
Website copy that prioritizes a consistent brand voice elevates your brand and lets people know that everything you do is intentional and well-thought-out. When you focus on producing high-quality content, people will take notice and remember you for that.
How to find and stick to your brand voice
If you’re just getting started with your business or maybe even realize that you haven’t quite nailed down your brand voice, there are a couple of ways to find and maintain your voice.
The first step is to work through a brand voice development session. Through a brand voice development session with a seasoned copywriter, you can develop a brand voice that is tailor-made to resonate with your dream customers while clearly expressing your unique personality and value.
Once you’ve determined exactly what you want your brand voice to be like, it’s important to make it official with a style guide. A style guide helps you stay on brand any time you write anything for your business. You can reference this guide before, during, or after you write content and compare it to make sure you are always consistent in your messaging.
Ready to develop a brand voice that lets your personality shine and attracts your dream customers? Book a Brand Voice Clarity Mini Session with me here.