Like anything, practice makes perfect, and learning to perfect your brand voice takes time.
Some voices are innate because they’re based on real life figures, such as the founder or CEO of the company. However, this isn’t often the case, and you shouldn’t rely on it to be so.
Continue to remember your brand audience and what matters to them. Ask yourself each time you put forth something new—does this feel like the brand and how our audience views us?
Audit, audit, audit. Using that list of brand voice descriptors, check to ensure that your tone is staying within your defined boundaries. It won’t be limiting. After all, there’s creativity within constraints.
Checking your brand constantly is best practice to ensure your messaging doesn’t lose focus and become what it is not. According to Marty Neumeier, “An unfocused brand is one that’s so broad that it doesn’t stand for anything.”
Practice Exercise: Write a series of Tweets that come from your brand and don’t forget to audit. Read them aloud to others to see if they feel appropriate or out of focus for your brand.
From the archives, to help you keep in mind that you and your audience really will know it when you feel it.
(With great voice comes great responsibility)