“How do I make my small business stand out?” feels like the million-dollar question in 2024. But in our experience? The answer lies not just in what you offer, but in how you communicate it. Today, we want to talk about the concept of brand voice—the personality and emotion infused into your company's communications. If your brand was a person, how would you describe them to someone? That question is at the heart of determining your brand voice (and is the key to standing out in today’s saturated markets!).

Buckle up, because we’re going to cover:

• Why your small business needs a unique brand voice
• Examples of strong brand voices
• Tips for how to create your brand voice
• Frequently asked questions about brand voice

Why Does Your Small Business Need a Brand Voice?

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Before we dive into the nitty-gritty of creating a brand voice, let's talk about why it's so important for your small business:

• Consistency Across Channels: These days, customers are likely to bump into your brand in various places—social media, your website, emails, or even in person—before they decide to buy. Having a clear brand voice makes sure that no matter where they find you, they get the same vibe. This consistency is important both for building trust and making your brand easy to recognize.
• Team Alignment: A clear brand voice isn’t just for your audience—it’s also great for keeping everyone on your team on the same page. When your team knows the voice and tone to use, it helps make sure all your communications are in sync, especially as your business grows and more people get involved in creating content and interacting with customers.
• Emotional Connection: A strong brand voice can help your audience feel connected to your brand on an emotional level. It makes your business feel more human and relatable, which is a big deal for small businesses trying to build a loyal customer base.
• Efficiency in Content Creation: Once you’ve nailed down your brand voice, creating content gets a lot easier and quicker. This is reason enough to prioritize it, right?

Not sure where to start in building your brand voice? Click here to create your unique brand voice with Enji’s brand voice generator!

Examples of Strong Brand Voices

We also know that “creating a brand voice” sounds a lot more abstract than it is. Like WTF does that even look like? So, to help you get started creating your own brand voice, let's look at some companies with distinctive brand voices:

1. Wendy's: 

• Voice: Sassy, witty, and not afraid to poke fun at competitors
• Why it works: This bold, humorous voice sets Wendy's apart in the fast-food industry and resonates well with younger audiences on social media.

2. Jenna Kutcher: 

• Voice: Authentic, empowering, and relatable
• Why it works: Jenna's voice feels like advice from a supportive friend, which builds trust with her audience.

3. Enji: 

• Voice: Helpful, tech-savvy, and user-friendly
• Why it works: Enji's voice combines expertise with accessibility, making marketing feel approachable for small businesses. No corporate jargon allowed!

These screenshots come directly from Enji’s brand voice generator! Watch this quick video to see how easy it is to use. 

How to Nail Your Brand Voice: A Step-By-Step Guide

Now that we’ve talked about why it’s important to have a strong brand voice (and have seen some examples of strong brand voices in the wild), let's walk through the process of creating your own unique brand voice.

1. What Makes Your Small Business Special

Take a moment to jot down 3-5 things that truly set your business apart from the competition. Think about what makes you unique—whether it's your exceptional customer service, your innovative approach, or maybe that personal touch only you can offer.

2. Sum Up Your Business in Three Words

If you had to describe your business in just three words, what would they be? Are you cutting-edge, dependable, and quirky? Or maybe you're professional, insightful, and trustworthy. Whatever those words are, they should capture the essence of your brand. Boil it down to three key descriptors that really nail what makes your business unique. 

3. Set Your Tone

Think about how you want to come across when people interact with your brand. Do you want to be seen as the expert, someone caring, or maybe just down-to-earth? In most cases, you’ll want to aim for a tone that’s friendly and approachable—no one likes feeling like they’re talking to a robot. 

4. Tap into Emotions

Next, it’s time to think about what you want your audience to feel when they engage with your brand. Do you want them to feel empowered, comforted, or maybe excited? Pin down these feelings, and use them to guide how you communicate.

5. Put It All Together

Lastly, gather all your notes into one cohesive document, polishing them off for clarity (or keep reading to see how Enji can do this for you!). This will be your brand's guide, a key resource for your team to make sure your voice is consistent and aligned across every channel.

Using Enji to Create Your Brand Voice

This is exactly where Enji's AI copywriter comes in handy. Copy and paste about 100 words you (or a copywriter you hired) wrote that feel very on brand for you, and our unique AI prompt will create your brand voice for you—then feed it to our AI copywriter to help churn out content that sounds just like you.

By leveraging Enji's AI-powered tools, you can develop a strong, consistent brand voice quickly and with greater insight than you might achieve on your own. This leaves you more time to focus on other aspects of growing your business while still making sure that your brand communications are always on-point.

Frequently Asked Questions

How is brand voice different from brand messaging?

Brand messaging focuses on what you say—your key points and value propositions. Brand voice is about how you say it—the tone and style you use to convey those messages.

How often should I update my brand voice?

While your core brand voice should remain relatively stable to maintain consistency, but it's good to review it annually or when there are significant changes in your business, target audience, or market conditions. Minor refinements can be made more frequently as you learn what resonates best with your audience.

How do I make sure my brand voice resonates with my target audience?

A few ways. Research your target audience thoroughly. Understand their preferences, pain points, and how they communicate. Test your brand voice with a small segment of your audience and gather feedback. Continuously monitor your key performance indicators and be prepared to make adjustments.

How To Create A Brand Voice

Remember, developing a strong brand voice takes time and effort, but the payoff in terms of brand recognition, customer loyalty, and marketing efficiency is well worth it. Whether you're crafting it yourself or using tools like Enji's AI brand voice generator, the key is consistency, authenticity, and always keeping your audience in mind. Your brand voice is a powerful tool in your marketing arsenal – use it wisely, and it will help your small business stand out in even the most crowded marketplaces.