Why does your brand voice matter? How will it help you in business? Here are ways a well established brand voice can strengthen your business. Think of it like verbal super glue that holds together all the most important parts of your writing. 

1. An established brand voice can speed up your writing process

Every entrepreneur knows the extensive time that writing and marketing requires. It doesn’t always move as quickly as we’d like, and whether you’re writing a blog post or coming up with an instagram caption, it can be difficult to decide how to say something. 

If you know what you want to say, but don’t know how to say it, you may suffer from an undefined brand voice. 

And while nothing aside from hiring a professional writer (hint) will completely give you back the time it takes to knock out your writing, a strong brand voice will significantly decrease the time it takes to complete the task. 

A strong brand voice saves you time as you write because you come into the process with an idea of how you want to communicate your point. You don’t have to make an in-the-moment decision about whether to be lighthearted and quippy, emotional and sentimental or straightforward and direct. 

When you know what your brand voice is, you should also have an idea of not only what to say (messaging), but how to say it (voice) that will resonate with your audience and communicate your point.  Establishing your brand voice will speed up your writing process so you can focus on other things, like the work your clients hire you for. 

In the wild: I don’t know the Maha Copy Co girls personally, but my bet is that they knock out their content quickly. They’re clear on their messaging (what to say) and even more clear on their brand voice (how to say it). 

Being professional writers also helps, but their instagram boasts a really strong, consistent brand voice that probably helps speed up their writing process and give them back time for client work. 

2. An established brand voice can help attracts the right clients (and repels the wrong ones)  

You’ve probably heard this before, but it bears repeating. Your business should attract the right clients and repel the wrong one and an established brand voice can help with it. 

Your brand voice plays a major role in who your business attracts. Your brand voice shouldn’t resonate with everyone. If you’re speaking and writing in a friendly, kind, upbeat way, you can expect for businesses with similar values to resonate with your work.

The same is true if you’re speaking or writing in a professional, straightforward way. Don’t be surprised if your writing resonates with more traditional businesses. 

If your brand voice is out of alignment with the audience you’re trying to reach, there’s going to be a disconnect. However, if your brand voice is attractive to your target audience, there’s a higher chance of them engaging with your business. 

If your brand voice is clear, consistent and lands well with your target audience, it’s helpful in moving your customer along in their buying journey, attracting the right customers and repelling the wrong ones. 

But the opposite is also true. If your brand voice is confusing, inconsistent or doesn’t resonate with your audience, you’ll likely lose engagement or lose your specific audience altogether. 

The customer that’s overwhelmed or confused won’t buy. But the one that resonates with you and trusts your business will.

In the wild: My friend at Madeline Harper Photo not only uses her brand voice to attract the right clients, but also talks about not being everyone’s favorite creator. She says it’s a strength, not a weakness, and I definitely agree. Aside from her talented photography work, brand voice is another factor that differentiates her and helps the right creatives find her.  

The kind of clients Madeline’s photography work attracts are creative, value driven and warm, much like her brand voice. 

3. An establish brand voice can help your business stand out in a competitive marketplace

Every entrepreneur knows what it feels like to want to stand out. Regardless of industry, there’s always a spectrum of business owners, from the most talented with glowing client reviews, to the ones who overcharge and under deliver.  

At times, it can feel like every industry is overcrowded. And there’s a natural desire for passionate business owners to make a name for themselves. Things like quality of service, client testimonials and industry connections all help when you’re trying to stand out.

But one of the more underrated parts of your writing that can help you stand out in an oversaturated market is your brand voice. Your brand voice is unique to you. It’s fueled by  your brand values and your brand personality. It should always give clients a taste of who you are and why they should want to work with you.

Even in that short brand voice  breakdown, we’ve already listed four differentiating factors that can help set you apart!  

 However, it’s common for some entrepreneurs not to invest in discovering their unique brand voice, thus failing to differentiate themselves in competitive markets. You see examples of this all over instagram. Instead of being brave and daring, they decide to play it safe and mimic the majority of their industry’s phrasing, tone and cadence.    

In the wild: A strong brand voice can help you stand out in crowded marketplaces. My friends at Homestead Photo Booth know this is true. They work in the wedding industry, one of the most competitive industries. So they decided to get bold with their brand voice. The result was a verbal identity rich in wit, humor, and friendliness. 

 They stand out in the wedding world and have a reputation not only because of their quality service, but also because of their original and attractive brand voice. 

4. An established brand voice creates trust with your clients

It’s no secret that customers don’t buy from businesses they don’t trust. So much of our marketing revolves around creating trust with our clients and one underused piece of it is your brand voice. 

If your brand voice is well established and consistent, it can help create trust with your clients. When your audience views your business, they’re trying to categorize it. It’s just the way our brains work.

Are you the funny entrepreneur? The emotional one? The hero that’s going to solve problems? The quicker a client is able to categorize you, the easier it is for them to start deciding if they trust you or not. 

Your brand voice goes a long way in establishing trust with a client. People want to hire businesses they can count on, that they can depend on. If you consistently show up the same way over and over, producing great results, they’ll trust you.

The same is true for your brand voice. If you show up as emotional one day and quippy the next, it may confuse your audience. While I’m not saying that variety is a bad thing, I am saying that variety matters in brand voice and should be handled delicately. 

In the wild: My friend Amanda Smith does a great job using her brand voice to create trust with her audience. A CEO of multiple companies, Amanda runs The Boss Vision Con, Dallas Girl Gang and The Playbook Co. Regardless of which entrepreneurial business she’s investing in or who she is coaching, you can expect her to show up in a bright color, with plenty of encouragement and a fierce, supportive undertone. 

All these aspects shine through in her brand voice, differentiating her and helping clients trust her quickly, knowing that Amanda is always on her team. 

If you’re a business owner looking to do a brand voice breakdown or step up your writing game, let’s chat! I’ve got a lot more where that came from.

-Caro