How do you begin the process of defining a brand's voice and tone to ensure it resonates with the target audience?

Creating a brand voice and tone is about building a relationship with your target audience. It is about finding the right mix and sweet spot between your brand's personality and how your audience wants to interact. Here's how I approach this process:

1. Find out as much as you can about your target audience:  take the time to understand the “ideal” customers and what makes them tick.

Along with their demographics, also look at their psychographics, which includes their interests, values, problems, and goals. To learn more about how they interact with brands, look at what they do online, what they say on social media, and how they talk.

2. Figure out what your brand represents: Identify the personality, values, and purpose unique to your brand.

Ask these questions:

• “How do you want the people to perceive your brand?”
• “What words best describe your business?”
• “What emotions do you want your audience to feel when they interact with your brand?”

3. Make a plan for your voice and tone: With the knowledge gained from the earlier stages, create a complete voice and tone framework that includes:

Voice: This is your brand's general attitude (Ex: friendly, witty, authoritative).

Tone: This is how you express your feelings in different situations, like confident on social media and empathetic in customer service.

Language and Style: The words, phrases, and way of writing that best communicate your brand.

Have a follow-up question? Drop me a question and I'll happy to explain more in detail

To define a brand's voice and tone, I start by getting to know the brand’s core identity and values. I begin with an in-depth discussion with the client to understand their mission, goals, and the personality they want their brand to convey. I also explore who their target audience is—looking at demographics, preferences, and what resonates with them emotionally.

Next, I analyze the competition and industry trends to identify what sets the brand apart. With this information, I create a brand voice that reflects the brand’s unique character and aligns with the audience’s expectations. I then fine-tune the tone, adjusting it to match different communication channels—whether it’s friendly and conversational for social media or professional and authoritative for formal communications.

Throughout this process, I ensure that the voice and tone feel authentic to the brand, making it easier for the audience to connect with and trust the brand.