6 Tips for Creating & Maintaining an Authentic Brand Voice

I was working on a social post for a client inspired by Merriam-Webster’s 2023 Word of the Year, which is authentic, and knew this would be a perfect topic for me to discuss with all of you, too.

Because you probably hear from me and everyone else around you, that authenticity is key in your branding and storytelling.

I’ve even written a blog about the difference between being authentic and being genuine…and why you need both.
But oftentimes when a word is thrown around too much, it loses its meaning and impact.

So when we talk about having an authentic brand voice…what does that even mean and how do we make sure we are being authentic?

What does it mean to have an authentic brand voice?
Having an authentic brand voice means communicating honestly and consistently across all channels of communication in a way that is a genuine and true reflection of your brand’s personality, values, and identity.


Why your brand voice is so important:
Last year, a friend and former teacher of mine texted me while watching my movie “A Big Fat Family Christmas” not knowing it was my movie. She said, “I’m ten minutes into this movie and this sounds a lot like you…did you write this???”
I couldn’t believe it. It was one of the best compliments I’ve ever received. Someone recognized my voice in my writing - in a story that came from a very personal place.
The same way Nora Ephron movies are recognizable for their cozy, heartfelt, and relatable storylines…
Your brand voice is a key part in what makes you memorable and recognizable.
It’s an essential part of your brand identity, and without a unique and memorable brand voice, your brand could get lost in the crowd.


How do you create a unique and memorable brand voice that is authentic to your brand identity?
Here are six tips:


1. Know your brand archetype.
Brand archetypes provide a framework for building a distinct brand personality which helps you create a consistent and relatable brand voice that aligns with the emotional and psychological associations people have with these archetypes.
Author Carol S. Pearson and brand strategist Margaret Marks created the 12 brand archetypes we know today. These include: 

1. The Creator
   
2. The Ruler
   
3. The Caregiver
   
4. The Every Person
   
5. The Jester
   
6. The Lover
   
7. The Hero
   
8. The Magician
   
9. The Outlaw
   
10. The Sage
    
11. The Innocent
    
12. The Explorer
    

Do you know which archetype your brand is?


2. Be clear on who your customer avatar is.
Your ideal customer needs to be able to recognize your voice the way you recognize your best friend’s voice clear across the crowded aisle of a Trader Joe’s store two days before Christmas.
Having a very clear image of your customer avatar means knowing exactly who you’re speaking to. It’s not unusual for us to change how we speak depending on who we’re speaking to. So when you know your customer avatar inside and out, you’ll ensure consistent messaging across all communications, because you'll be speaking to that one person.


3. Define your tone & keywords.  
Not every Rebel has the same way of speaking. I think of both Coco Chanel and Lucille Ball as Rebels. But they both have very clear and distinct voices. So should your brand.
And being clear on your brand tones and creating a keywords glossary of commonly used vocabulary with definitions relevant to your brand can help you create that distinct and memorable voice.


4. Align your voice with your values.
Authenticity comes from being true to your brand’s mission and beliefs. When your messaging reflects your values it is more likely to resonate with your audience who shares your values.


5. Ensure that your actions live up to your words.
This is the most important aspect of creating and maintaining authenticity, because it’s not enough that you say all the right things and ensure your messaging aligns with your values.  If your actions don’t live up to your words, then people will see through your performance as simply that…a performance just for show. 
Think of it this way, when we look to our leaders, no matter how nice their words sound, if they don’t live up to those words, they lose our trust. The same goes for your brand.


6. Be consistent.
Everywhere that your brand communicates with your customers–even on a standard order confirmation email–should reflect your brand voice. So the messaging across your emails, website, socials, packaging…again, anywhere your customer may read a communication from you should be written in your brand voice.


If you’re interested in learning more about creating a distinct and memorable brand voice that is clear and consistent...
Or you'd like help creating your brand voice...DM me or email me at [email protected] to find out how I can help you with that.
Thank you for reading The Conscious Storyteller! If you're interested in more of this kind of content, please remember to subscribe!
🎈Justine
P.S. Do you know your brand archetype(s)? Share it the comments ⬇️ so we can see all of our different brand personalities!

Red Balloon Station's brand archetype is the Caregiving Hero 🦸🏻‍♀️