Think of what you really want.

Then stare into water. Important water. 

And suddenly, you’ll start to sing. And that’s how you find your brand voice…

Just kidding. This isn’t a Disney movie. Or a musical. This is your business. But a strong voice is still a must. 

However, this concept of voice is a little ambiguous. Our daily talking voice is usually a little too casual for business. And intentionally professional voices tend to be a little stiff. 

So before you start crafting content, try considering a few factors involved in voice so you can be intentional about your voice. 

 

Boundaries

 

When working with entrepreneurs on brand development, we frequently talk about buckets (check out what those are here if you don’t already know). The buckets are there to provide some parameters for what you will and will not be covering within the scope of your brand. 

In the case of developing your brand voice, it’s important to set some boundaries for that arena too. 

Go through a brief exercise like this where you list what you will and will NOT talk about inside each outline bucket.

For Example

Bucket: Beliefs/Spirituality

I WILL discuss:

• Faith
• Encouraging words of wisdom
• Healing
• Practices for leading a more soul-centered life
• Biblical texts

I WILL NOT discuss:

• Specific religions
• Church activities
• Issues where politics and religion overlap

Creating a bucket is step one in determining WHAT subjects you’ll use your voice to discuss. Deciding some will/will nots within those buckets will help you focus on the HOW. 

 

Slang, Swearing and other Such Stylistic Choices

 

Now we’re getting into the meat and potatoes of voice. It isn’t just about what you do and don’t say. It’s about how you deliver that message. 

Are you an impassioned activist?

Are you a delicate spirit with a heart-filled message?

Are you goofy?

Is the subject deeply serious? Or is there room for levity?

Is insider jargon used in your niche?

Do you swear?

Do you have a catchphrase or two?

Who do you follow that fills your soul with enthusiasm?

What kind of accounts make you cringe?

You can be angry, crude, peaceful, playful, silly, severe and millions of other expressive forms. And none if it is right or wrong. But if you are constantly a roller coaster of emotional expression, it might be hard for your audience to decide if you’re a good fit for them. Some people like tough love, some prefer softballs. You have to decide how you want your messages to come across. There’s space for everyone, but not everyone will love your space. And you have to be okay with that. The more defined your voice is, the more it can connect with your specific people.

 

Develop a Word Bank

 

In addition to allowing slang and jargon and the occasional four-letter friend into your content, you’ll also want to start developing your very own brand dictionary.

These are words, phrases and expressions you use often. 

For example, here at Elly and Nora, we talk about “buckets” a lot. It’s not the most common industry term. It’s a term specific to us. Since it’s a word we use a lot, we want to:

1. Reiterate it every time we’re talking about topics related to brand development
2. Make sure we define it early and often so our audience understands our insider talk

Your own language, so to speak, is important to creating information that sticks and developing community. If someone is discussing “the one ring to rule them all” we automatically know they are referencing Lord of the Rings. In your content, there are likely gems that are unique to you. Acknowledge them early and reinforce them often. It’s like a secret password for your top fans!

Delivery Method

 

Voice can also be shaped by how you deliver your content. If you are all about IG stories you’re probably going to have short, snappy content. If you’re into video there’s going to be a lot more YOU coming through. Unless of course you’re more of a documentary-style videographer, in which case you are likely going to take on a more serious tone. 

Your platforms and how you use them will shape a lot of your voice for you. Each platform tends to have it’s own dialect. Then your niche will narrow it down further. And then who you are personally will put the cherry on top, making your brand’s voice uniquely yours. 

 

Imitation is Inevitable

 

There is virtually no way for a newbie to avoid imitating the voice of brands they admire. We all do it in the early stages. It’s something of a comfort blanket. 

If I sound like [influencer] I will be accepted by the people who accept them.

And there’s definitely some logic to that. 

Your true voice will come out when you start having confidence and believe that you are enough being just who you are naturally. That’s when you’ll take off. That’s when you’ll skyrocket. That’s when all the other BS will fall by the wayside. 

Confidence is the number one factor in truly finding your voice.