Signs Your Brand Voice is Too Stiff
If your brand voice feels like it’s been pulled straight from a corporate handbook, it’s time for a makeover. Here are a few signs to look out for:
- Overly formal language that lacks warmth.
- Jargon-heavy phrases that confuse rather than clarify.
- Content that sounds robotic or scripted.
- Inconsistent tone across different channels and formats.
These issues can alienate your audience. In a world where consumers crave authenticity, a stiff brand voice can be a major turnoff.
The 3-Pass Editing Framework
To transform your brand voice, consider using this three-pass editing framework: clarity, humanity, and personality. Each pass focuses on a different aspect of your copy.
Pass 1: Clarity
The first step is to ensure your message is clear. Remove jargon and simplify complex phrases. Your audience should understand your message without a dictionary.
Do: “We offer tailored solutions to meet your needs.”
Don’t: “We provide bespoke services to optimize your operational efficiency.”
Pass 2: Humanity
Next, infuse your copy with warmth. Use conversational language and approachable phrases. This helps build a connection with your audience.
Do: “We’re here to help you succeed. Let’s chat!”
Don’t: “Our customer service team is available for inquiries.”
Pass 3: Personality
Finally, inject your brand’s unique personality. Whether it’s playful, serious, or quirky, let it shine through your copy.
Do: “We’re not just another company; we’re your partners in success.”
Don’t: “Our organization is committed to excellence.”
Word and Phrase Swaps That Instantly Warm Up Copy
Sometimes, all it takes is a few word swaps to transform your tone. Here are some effective replacements:
- Change “purchase” to “grab” or “get.”
- Swap “assistance” for “help.”
- Use “let’s” instead of “we will.”
- Replace “utilize” with “use.”
These small changes can make a big difference in how your audience perceives your brand.
Guardrails for Regulated/Serious Industries
Not all industries can go full-on conversational. If you’re in a regulated sector like finance or healthcare, you need to maintain some professionalism.
Here are some tips to keep your voice friendly but credible:
- Stick to clear, straightforward language.
- Avoid overly casual phrases that may undermine your authority.
- Use empathetic language that shows you understand your audience’s concerns.
For example, instead of saying “Don’t worry, we’ve got this,” you might say, “We understand the challenges you face, and we’re here to help.”
Before-and-After Examples
Let’s look at some practical examples of how this transformation works:
Example 1: Email Subject Line
Before: “Important Update Regarding Your Account.”
After: “Hey, Let’s Get Your Account Back on Track!”
Example 2: Call to Action
Before: “Submit Your Feedback.”
After: “We’d Love to Hear What You Think!”
Example 3: Error Message
Before: “Error 404: Page Not Found.”
After: “Oops! Looks like we can’t find that page. Let’s get you back on track.”
Building a Micro Voice Guide for Your Team
A micro voice guide is a great way to ensure consistency in your brand voice across all content. It should include:
- Examples of preferred language and phrases.
- Do’s and don’ts for tone and style.
- Guidelines for addressing your audience.
Keep it concise – one or two pages should suffice. This guide will serve as a reference for your team, helping them maintain the right tone in their writing.
Training Subject Matter Experts to Write On-Brand
Your subject matter experts (SMEs) often have valuable insights, but they may not be skilled writers. Training them to communicate in your brand’s voice can be a game changer.
Here are some strategies:
- Provide them with your micro voice guide.
- Offer writing workshops focused on your brand voice.
- Encourage them to draft content informally before refining it.
With the right training, your SMEs can create content that is both informative and aligned with your brand voice. This approach not only elevates your content but also empowers your experts to share their knowledge effectively.