How to create Brand Voice 2
How to Create a Brand Voice for Your Houston Business
In the bustling economy of Houston, from the Energy Corridor to the creative hubs of Montrose, standing out is no longer just about having a great product. It’s about how you speak to your audience. The personality your business projects through its words—whether on social media, your website, or in a radio ad—is known as your brand voice.
At INFINI Marketing, we believe that a strong brand voice is the soul of your digital presence. It transforms a faceless corporation into a relatable entity that customers can trust. But how do you capture that elusive "personality" and put it into words?
Understanding the Importance of Brand Voice
Before diving into the "how," it is essential to understand the "why." Your brand voice is the consistent personality your business adopts in all its communications. It isn’t just about what you say, but how you say it.
Building Trust Through Consistency
Houstonians value authenticity. If your brand sounds professional and corporate on LinkedIn but uses slang and memes on Instagram, you create a "personality disconnect." Consistency builds familiarity, and familiarity leads to trust. When your audience knows what to expect from you, they are more likely to engage.
Differentiating in a Crowded Market
There are thousands of small businesses in the Greater Houston area. A unique brand voice helps you break through the noise. Whether you are a rugged, dependable HVAC company or a high-end, sophisticated boutique in The Heights, your voice dictates who you attract and how you are remembered.
Steps to Define and Create Your Brand Voice
Creating a brand voice is a strategic process that requires looking inward at your company values and outward at your target demographic.
Research Your Target Audience
To speak to someone effectively, you have to know who they are. Are you targeting young professionals in Downtown Houston or families in the suburbs of Katy?
Demographics: Consider age, gender, and location.
Psychographics: What are their pain points? What do they value?
Language: Do they use industry jargon, or do they prefer plain English?
Audit Your Current Content
Look at your existing website, blog posts, and social media captions.
- Identify High Performers: Which posts got the most engagement?
- Analyze Tone: Did those posts sound funny, authoritative, or helpful?
- Check for Gaps: Does your current content match the values you want your business to represent?
Establish Your Brand’s Core Values
Your voice should be an extension of your mission statement. If your goal is to provide "honest, transparent roofing services," your brand voice should be direct, grounded, and reassuring—not flashy or overly salesy.
Developing Your Brand Voice Style Guide
Once you have a general idea of your personality, you need to codify it. A style guide ensures that anyone writing for your company—from an intern to a professional agency—sounds exactly like you.
The Four Dimensions of Tone
A helpful framework for defining brand voice is looking at these four spectrums:
Funny vs. Serious: Are you making jokes, or are you strictly business?
Formal vs. Casual: Do you say "Greetings, valued client" or "Hey there!"?
Respectful vs. Irreverent: Are you a traditional authority or a rule-breaker?
Enthusiastic vs. Matter-of-Fact: Is your content high-energy or dry and informative?
Create a Voice Chart
A voice chart is a table that lists three to four adjectives that describe your brand, along with "Do’s" and "Don’ts." For example:
Adjective: Professional
Description: We are experts who know our craft inside and out.
Do: Use industry-standard terms; provide clear data.
- Don’t: Use excessive exclamation points or trendy slang.
Using Local Context
For Houston businesses, don't be afraid to lean into your local roots. Referencing local landmarks, Houston weather, or the "713/832" culture can make your brand voice feel more authentic and "neighborly" to your local clientele.
Implementing and Scaling Your Brand Voice
Defining the voice is only half the battle. The next step is ensuring it lives in every piece of content your business produces.
Training Your Team
Ensure every employee who interacts with the public understands the brand voice. This includes your sales team, customer support, and social media managers. A unified front makes your business appear larger and more organized than it actually is.
Content Creation and Review
Whenever a new blog post or ad campaign is drafted, review it against your voice chart. Ask yourself: "Does this sound like us?" If your brand is "helpful and educational," a hard-sell advertisement might feel off-brand and push customers away.
Iterating Based on Feedback
Your brand voice isn't set in stone. As your business grows and the Houston market evolves, listen to how your customers respond. If your audience responds better to a more relaxed, conversational tone, don't be afraid to pivot.
Conclusion: Let INFINI Marketing Help You Find Your Voice
Creating a brand voice is a journey of discovery. It requires a deep understanding of your business's core and a strategic approach to communication. For small business owners in Houston, mastering this element of digital branding is the key to long-term loyalty and market success.
At INFINI Marketing, we specialize in helping local businesses amplify their impact through intentional branding and expert digital marketing strategies. Whether you are just starting or looking to refresh your image, we are here to help you speak to your audience with clarity and purpose.
Ready to find your brand's unique voice? Contact INFINI Marketing today for a consultation and let’s start building a digital presence that resonates.
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