Editorial
The Gist
- Voice resonance matters. Aligning brand personality with customer expectations ensures impactful communication.
- Simplify to amplify. Using clear, simple language can bridge communication gaps and enhance customer relatability.
- Stories build bridges. Narrating core values through storytelling deepens connections and personalizes your brand.
Finding an authentic brand voice for a business involves a much more thoughtful and intentional process that goes beyond merely keeping up with industry trends. It's a journey that requires understanding and embodying the tone of our customers. Defining this "voice" isn't as simple as it may seem — it's a tangible sound that users "hear" when engaging with your content on various platforms. It evokes emotions, creating a connection that goes beyond the transactional.
So, how can a business authentically find its brand voice — a voice that resonates with diverse customers? Here are some insights and learnings based on my experiences:
Clarity on Brand Voice and Personality
It’s crucial for an organization to effectively convey its intended image. It involves understanding the personality traits your brand voice is trying to portray. Ask yourself: Is it formal and stoic, or is it more relaxed and conversational, perhaps even humorous or informal?
Defining your brand's personality helps create a consistent and recognizable identity. A formal and serious tone might be suitable for a financial institution or a government institution, while a casual and conversational style could be more fitting for a trendy tech startup.
Ultimately, aligning your brand's personality with your target audience and industry expectations ensures that your communication resonates authentically and effectively.
Related Article: Your Brand Has a Voice: Does Your AI?
Talk Like Your Customer
Talking like your customer is an understated strategy to foster understanding and connection. Using language that resonates with your customers means bridging the communication gap and making your brand voice relatable. Instead of relying on technical jargon, opt for simpler, layman language that an 8-year-old could understand.
Psychologically proven, simplicity in language enhances understanding and strengthens the connection — whether at a corporate level or in human interactions. This approach ensures that your message is not only heard but truly understood, fostering a sense of connection and relatability with your audience.
Related Article: Does Your Brand's Voice Connect With Your Customers?
Communicating Your Core Values Through Storytelling
Narrating your business's story through a structured story map of your operation/business processes is a powerful tool in defining and communicating your core values. By presenting these values in a story format, you enable users to connect with the human side of your organization.
Your Unique Story
Every business has a unique story that shapes its identity. Map out the narrative of your operation, from the moment of inception to your current endeavors. This journey, when shared with your audience, adds a personal touch, fostering a stronger and more meaningful connection.
Establishing a brand voice is intricately tied to aligning with core values, as they serve as the bedrock for your voice, guiding how you communicate and reinforcing authenticity throughout your narrative. This approach not only humanizes your brand but also deepens the bond between your business and its audience.
Webinar
Oct
16
Agentic AI Playbook: Real-World Customer Service Use Cases You Can Deploy Now
Boost self-service by 30% and slash call volume by 63% with agentic AI.
Register
Webinar
Oct
22
Beyond Storage: Smarter Content, Bigger Impact with DAM + AI
Discover how the DAM + AI duo makes content smarter, stronger and more accessible.
Register
Webinar
Nov
6
Fix the Content Bottleneck: Build a Better WebOps Strategy
Content stalled? Dev overloaded? You’re not the only one. Learn how streamlined WebOps bridges the publishing gap.
Register
Webinar
On demand
Call Spoofing Trends Financial Institutions Can't Afford to Ignore
Don't let robocalls sabotage your customer relationships. Learn how to secure your voice channel.
Watch Now
Webinar
On demand
CMS Briefing: A Live Look at What’s Next in AI-Driven Platforms
Learn how leading organizations are using AI‑driven tools to publish faster, personalize smarter and stay secure.
Watch Now
Webinar
On demand
Ready or Not: How Data-First Organizations Are Unlocking Agentforce Potential
Learn how to cut through the noise, activate Agentforce and build a Salesforce AI strategy that actually delivers.
Watch Now
Related Article: A Survival Story: Lessons in Authenticity & Audience
Parting Thoughts
Authentically finding a brand voice is an ongoing process that requires listening, understanding and adapting. It's a journey that evolves alongside your business, resonating with your audience and creating a lasting and meaningful connection. As your business voice matures, it becomes a dynamic instrument that can be tweaked to meet the ever-changing needs and expectations of your audience, ensuring a continued melody of engagement and loyalty.
Remember, it’s not only about keeping up with your customers but also being true to yourself as a business in this process — customers even catch what you don’t say!
Learn how you can join our contributor community.
