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How Voice Affects Branding: Writing so Your Customers Hear You

We’ve established that you need a strong voice for your content marketing. As you work through the process of discovering who your organization is in the written world, let’s talk about how this voice affects your overall branding.

The Voice of Your Brand and Why It Matters

Another way of describing your company’s voice is its tone. Do your customers find you warm and friendly or more luxurious and a bit aloof? Your job as a marketing expert is to determine what your target audience wants from you and match it! Customers want you to speak to them in a way they can relate to, so find out exactly what that is.

Branding takes on a personality, especially through content. It stands for a set of values and your mission, and should reflect that in each piece. Your content marketing uses your defining values to convey who you are, all the while shaping your brand in a way your customers relate to.

Nailing Down the Voice You Want for Your Brand

How Voice Affects Branding: Writing so Your Customers Hear YouIf you’re having trouble nailing it down, humanize your brand for a moment. If your brand was hanging out with a group of your potential customers, how do you hope it would behave? Do you envision it being casual, bubbly and outgoing? Or is your brand more humble, understated and reserved, allowing customers to feel intrigue and require more digging to discover who you really are? Maybe your brand is a young fashionista who’s upbeat and gushes about the latest social trends. Or perhaps it’s a quietly confident chap who exudes simple and cool.

It may sound silly to think of brands this way, but you’ll be using a voice to engage with your target audience. You need to make sure that voice matches and enhances your brand. Use it when you engage with your followers on social media and your blogs. Use it again when you write ad copy — and even again when you draft your e-book. Realize, too, that just like humans, your brand is ever-evolving and developing.

Branding and Voice in a Nutshell

As you grow and evolve your brand, here are some key things to keep in mind:

  1. Make sure your voice is distinctive and memorable. You’re crafting your brand’s persona through your written voice. Do it uniquely.
  2. Keep things somewhat predictable and create familiarity. I don’t mean be boring, not at all. But use that steady voice. Hold a stance on issues your audience can count on. Be consistent with your messaging.
  3. Share who you are as a company. Let followers know what your values are, and show them your personality.
  4. Always remember to match your communications to your audience. Speak in a voice they relate to, and you’ll keep them coming back for more.

If your branding and content marketing could use support — or a complete makeover — turn to the experts at All Things Writing, LLC. From blogs to brochures, email marketing to websites, we’ve got you covered.


All Things Writing is a full-service content development and content marketing company on a mission to help clients shine online and in print. Our clients are from the private, government and nonprofit sectors. Become one of those clients today, and start aligning your content with success.

Erin Pittman, Lead Editor

A project manager, writer and editor, Erin Pittman has almost a decade of professional experience in both print and online materials. She holds a BA in English from Randolph-Macon College. Her work has been featured in local and national publications, as well as on various local and national websites and blogs. Writing topics include marketing, personal finance, special needs, military, parenting, seniors, local events, real estate, service industries, business profiles and more.