Using your unique brand voice | Krista Goncalves

Do You Have a Unique Brand Voice? (Hint: Yes you do. Here’s how to use it.)

If you didn’t catch all of the fabulous writing tips from 10 nutrition pros… check it out HERE. I know you’re going to find some gems in there!

Now, onto the heart of the matter… the business of your brand.

Not unlike YOU – your brand is unique.

So, just as each person does, your personal brand has a unique personality and voice, which, in turn, play a critical role in ensuring that your messages cut through all the digital noise.

And under the big top of today’s social media circus (and I think we can all agree that it has become just that), harnessing what is unique, including your brand voice, is more important than ever. Making that lasting impression with your audience is pretty much everything these days.

A brand is a story that you tell over and over to your audience. It is an experience that you offer them.

So, what is a Brand Voice – and Verbal Branding?

Every time your brand “speaks” – through website copy, blog articles, social posts, video scripts, guest posts, podcast interviews… its voice should be consistent, recognizable, and memorable.

Your audience (readers, listeners, followers, community, and ideal clients) should be able to identify your brand as easily as recognizing their BFF on the phone, who only ever says, “Oh hey there, it’s me!”

From your choice of words on your website’s About page to the tone of language you’re using to deliver a particular message – your brand voice is the verbal representation of what your health & wellness business is all about.

It’s also a big part of your VERBAL BRAND IDENTITY, so it should be very consistent.

However, while voice is consistent, tone is adaptable to suit a particular message (or piece of content), which can be as subtle as adding emotional inflection in your speaking voice or adapting the tone of your writing, perhaps infusing it with humor, wit or sarcasm, so long as it’s “on brand” for you.

(For those of you who know me in “real life”, I’m in a serious relationship with sarcasm.)

Brand tone can be the difference between stale, boring content – and messaging that is engaging, relatable, and sticks in the minds of your ideal client.

Where can your Brand Voice be used and heard by your target audience?

Perhaps some of the lesser recognized places that your brand voice be used…

  • In your email replies to inquiries
  • In your Calls-to-action (CTA’s)
  • In your bios – for blogs, guest blogs, podcasts & interviews as well as if you’re doing local talks or webinars

But, the more likely and obvious places you’ll tap into your brand’s voice is in your social posts (hey there Instagram!), and on your website. This, of course, includes your About Me – or Start Here page.

Here’s MINE as an example!

How to Cultivate Your Strong & Unique Brand Voice

Authentic brands have strong voices that resonate with a target audience ANd they tell stories. Yes! Your brand has a story too! That’s why the voice that is the vehicle for your brand’s story is sooooo important.

First things first… how do you discover your authentic, strong & unique brand voice – and use it consistently. Everywhere?

These 4 ESSENTIAL ELEMENTS will ensure that when your health & wellness brand “speaks”, it is heard AND has the ability to cut through the digital noise and soar with the best of the flying circus monkeys! (aka, social media)

1/ Who are you? Be authentic, be you.

2/ Who are you speaking to? Know your audience and the language they resonate with – and what they don’t.

3/ Messaging & tone – clear and concise.

4/ Consistency across channels.

Tips for uncovering your brand voice and using the right tone and language that will resonate with your target audience:

Consider that your brand voice is meant to be heard (and remembered) by your audience. You want them to feel a certain way after an interaction with your brand. So, make sure it sounds nice to them!

But to know that, without them telling you directly, you have to know what they like, what they want, their demographics and then create that music to their ears after your initial research.

Write like you talk, if possible – and that means avoiding the jargon. Speak like a real person, not a robot or textbook!

  • Step outside your industry and search for voices and vibes you resonate with.

The thing is, when you’re hitting too close to your own business backyard, you inadvertently pick up phrases, and other brand -isms. Seeking inspiration beyond your direct competition (in the health & wellness space) may give you a fresh perspective.

I, for one, was guilty as heck of that one when I first got into the online business space. I thought I had to speak a certain way, that I tried to mimic certain language and phrases some of the big players in the same space.

Trust me, it doesn’t work because you come off as being inauthentic and your people will spot that a mile away.

  • Just to hit that point home — don’t be a copycat version of someone else. Just because a voice works and seems successful for one health & wellness brand doesn’t mean it will work for you and yours.
  • Being authentic is about acting natural, relatable, and human. If your brand’s voice feels awkward and forced, that’s not the right fit for your brand.
  • Don’t be all things to all people. In an effort to appeal to the masses, your message and uniqueness can and will become diluted.

Think about it – the most memorable brands repel people on purpose because they know that when you speak to everyone, you speak to no one.

For example, if you promote and sell high-end, 1:1, or small group health coaching sessions (with a high-end price tag to match) — own it!!

Don’t create value or low-budget messaging around these services or programs. This will be an obvious turn-off for some people – but they’re not your people and weren’t going to buy from you anyway 🙂

Your wellness brand targets a specific audience and you have to cater to that audience in every manner, including the way you speak and write.

  • Be clear and consistent across all of your digital channels.

Think of this example: you don’t want to be all white linen & rose gold teacups all over Instagram, writing about your bliss-filled Sunday Self Care, then go dropping f-bombs like a trucker in your Instagram memes or in your FB livestreams.

This is just not a uniform brand voice, and your people won’t know what to expect from you and they’ll become confused, which then mucks up their overall brand experience.

CONSISTENCY! You want to have the same vibe across all of your digital platforms – website, socials, and videos. You want your audience to have a similar experience, and get what they’ve come to expect, every time they interact with your brand. This obviously helps to build their trust in you – and your brand.

When you consider what goes into developing and harnessing your unique brand voice, it’s better to use a more conversational tone that is welcoming and approachable. Your audience wants to feel like they’re following a friend.

This kind of memorable brand voice is at the heart of building trust with your audience – and isn’t that the business that we’re really in?

People do business with people – and people buy from people who they trust.

And lastly… just remember that cultivating a unique brand voice isn’t a one-and-done thing or plug ‘n play kinda deal. It evolves over time, changes, and morphs, as will every other element in your personal brand. As I like to say — it’s a living, breathing entity!