A well-defined brand voice not only enhances your client’s credibility but also creates a lasting impression on their target audience. In order to market your client properly, you’ll need to determine their brand voice before strategising, creating their content, or outsourcing to digital marketing white label experts such as ourselves.

To get the most out of our white label AI copywriting services, for example, defining your client’s brand voice before briefing can go a long way! 

Let’s delve into some key strategies to help you find and fine-tune your clients’ brand voices.

Study The 4 Dimensions of Tone of Voice

The foundation of a brand’s voice lies in its tone. Tone encompasses more than just the words used; it’s the emotion, attitude, and style that infuse the communication. There are 4 dimensions to consider:

• Formal vs. Casual: Determine the appropriate level of formality for the brand. A legal firm might lean towards a formal tone, while an e-commerce store could opt for a more relaxed, conversational approach.

• Friendly vs. Authoritative: Decide whether the brand should be perceived as a trusted advisor (authoritative) or a companion (friendly). This choice affects the language and style of communication.

• Enthusiastic vs. Professional: Strike a balance between excitement and professionalism. An entertainment brand can be more enthusiastic, while a financial institution should maintain a professional demeanour.
• Optimistic vs. Serious: Gauge the level of seriousness versus optimism. A health and wellness brand might lean towards optimism, while a business rescue consultancy would adopt a more serious tone.

Determine Your Brand’s Vocabulary

A consistent vocabulary is essential for a brand’s identity. Consider the words and phrases that resonate with the target audience. Are they industry-specific jargon or everyday language? Develop a list of words that align with the brand’s image and mission.

Figure Out Your Punctuation and Emoji Style

Punctuation plays a subtle yet significant role in conveying a brand’s voice. Determine how your brand uses exclamation marks, ellipses, and general emojis. 

Are exclamation marks sparingly used for excitement or liberally sprinkled to express enthusiasm? Do you only use a certain set of emojis in social media copy, for example, or do any emojis work? 

Sentence Length

Finally, determining your client’s general sentence length is an important component of the brand voice guidelines. Short sentences are direct and impactful, while longer sentences can be more descriptive and nuanced. Shorter sentences work well for businesses that are a little bit more straightforward, whereas brands that lean into storytelling should make more use of longer, more descriptive sentences. 

Consider outsourcing your client’s copywriting needs to our white label team of copywriters. No matter your requirements, we can assist. Our outsource copywriting services and AI-powered services are affordable and fast!

Take a closer look at them here.