Brand Voice Guidelines for Marketing - EMPIST®

Brand Voice Guidelines & Your Business  

• Who are you?  
• What are you selling?  
• What makes your brand stand out from the rest? 

Customers should be able to find the answers to these three questions within a minute or two on your website. Starting a business has unique advantages and disadvantages, so beginning with strong brand voice guidelines and a clear message is non-negotiable if you want to help customers identify your company and connect with your products/services. 

Brand Voice Guidelines  

Your audience should define your brand’s voice, not the other way around. Know some things about the market you’re getting into before you start to build content.  

• How old are your customers?  
• How do they communicate with each other?  
• What can they afford? What motivates them to buy from certain brands?  

A good marketing team knows it all begins with the right strategy and will combine great design and a compelling voice to reach your customers effectively. 

Finding Your Brand’s Voice & Tone 

Your company’s voice refers to its personality, and your tone is the emotional delivery your content exhibits to its customer base. 

The Core of Brand Voice Guidelines  

Are you struggling to define what your brand represents? Using the three categories listed below is a great start. 

• Mission: The mission of your company should incorporate who you are as a brand and what your purpose is. 
• Values: Values will highlight your business’s culture and principles. This is the human side of your business that people will connect with emotionally. 
• Vision: Your vision is there to inspire your business’s future goals. Outline what you want. 

Common Brand Voice Mistakes  

Is your content reader-friendly? This is one of the biggest branding mistakes to avoid when you are creating content for your business. The issue a lot of business owners have is they want to make sure they come off as experts in their field. This causes them to develop content that goes over the average reader’s head.   

There is a place for expert-level content, but people read about your business to help simplify your process and for entertainment. If your brand’s voice is reading more like a textbook, your readers will be less inclined to engage with your brand on social media.  

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