Step-by-Step Guide On How To Create A Brand Voice (Free Template)
It’s easy to get lost in the noise with so many B2B brands.
How do you ensure your brand stands out, resonates with your audience, and drives conversions?
The answer lies in your brand voice.
A well-defined brand voice enables you to build stronger connections, foster trust, and differentiate your company from competitors. Whether you’re targeting decision-makers or practitioners, your brand’s voice is key to ensuring your message is understood clearly.
In this blog, we’ll guide you through creating a brand voice template tailored specifically for B2B SaaS companies. This template will help you establish a consistent and engaging voice that speaks directly to your ideal customers, boosts brand recognition, and fosters customer loyalty.
Understanding Brand Voice in B2B SaaS Marketing
What is Brand Voice?
Brand voice refers to the consistent personality, tone, and style in the way a company communicates with its audience. It includes the language used, the emotional undertones, and the values conveyed through all forms of communication, from your website and blog posts to emails and customer interactions.
Your brand voice isn’t just about being heard—it’s about being understood by the right audience. A strong, consistent voice builds trust, while a vague voice can cause confusion and hinder customer engagement.
Why Brand Voice Matters in B2B SaaS
Your audience is often made up of decision-makers who are looking for solutions to specific business challenges. An effective brand voice helps you communicate in a way that feels personal and relatable, even if you’re speaking to a corporate entity.
A compelling brand voice can:
- Build trust and credibility with your target audience.
- Humanize your brand, making it feel more approachable and authentic.
- Differentiate your SaaS product from competitors by making your messaging stand out.
By creating a brand voice that resonates with your audience, you can position your company as a go-to solution and keep prospects coming back.
Key Elements of a Brand Voice and Style Template
Defining Your Brand’s Personality
Define your brand personality before you start crafting your brand voice. This refers to the character traits and values you want your audience to associate with your brand. Your brand personality should be consistent across all communication. It’s important to be clear about what your company stands for.
Example Brand Personality for B2B SaaS:
- Friendly like a teammate
- Helpful like a guide
- Insightful like a teacher
- Grounded like a builder
Your brand personality should align with your target audience’s expectations and goals, making sure that your messaging feels relevant and authentic to them.
Brand Tone vs. Voice
While “tone” and “voice” are often used interchangeably, they aren’t the same thing.
Your brand voice is the consistent personality in your communications, while your tone can change based on context. For instance, your website copy may be formal, while social media can be more casual and engaging.
Here’s a simple breakdown:
- Brand Voice: The overall personality (e.g., authoritative, helpful, confident).
- Tone: The emotion or attitude used in a particular piece of content (e.g., friendly, humorous, serious).
Understanding the difference will help you create a more dynamic and flexible brand voice that adapts to the context while remaining consistent in essence.
Style Guide Essentials for Your Brand Voice
To ensure consistency across all communications, you need a style guide that outlines your brand’s voice and tone. This includes:
- Preferred language: Should you use industry jargon or keep it simple and accessible?
- Emotional tone: Are you aiming for an inspiring, confident, or reassuring tone?
- Choice of words: Do you prefer formal language or casual expressions?
- Punctuation style: Will you use exclamation points for excitement or keep things more measured?
Brand Voice Exercises and Frameworks
To help your team align around your brand’s voice, you can conduct a few key exercises:
- Create a Voice Wheel: Define 5–6 adjectives that describe your brand. These should reflect how you want your audience to perceive you.
- Brand Personality Quiz: Ask your team to take a short quiz to identify the traits they believe best represent your brand.
- Brand Storytelling Workshops: Run workshops where your team brainstorms stories that embody your brand’s personality, tone, and messaging pillars.
Download Your Free Brand Voice & Style Template
Ready to take your B2B SaaS brand voice to the next level? Download our Brand Voice & Style Template today! This comprehensive template will help you:
- Define your audience and create buyer personas that reflect their pain points, goals, and what they need to hear to trust you.
- Craft a brand voice overview that defines your personality, voice attributes, and communication style.
- Implement your brand voice across different channels to ensure consistency and clarity in all of your content.
Don’t risk sounding generic—get the template and start creating a voice that resonates with your audience.
How to Use Your Brand Voice Across Different Platforms
Once you’ve defined your voice, the next step is ensuring it works across all platforms. A well-crafted brand voice should be adaptable to your website, email campaigns, social media, and customer support interactions. Here’s a framework for different channels:
- Website: Clear, direct, and helpful, focusing on customer benefits.
- Email: Conversational and insightful, tailored to specific segments.
- Social Media: Bold and punchy, establishing your company as a thought leader.
- Customer Support: Empathetic and solution-oriented, making customers feel heard.
How to Implement and Maintain Your Brand Voice Template
Setting Up Team Guidelines
Now that you have your brand voice template, it’s time to implement it across your team. This involves:
- Creating clear guidelines that all team members (writers, marketers, sales, customer service) can follow.
- Communicating the importance of maintaining a consistent voice across all channels.
- Providing ongoing training to ensure everyone knows how to apply the voice in different scenarios.
Continuous Monitoring and Refinement
Brand voice isn’t static—it should evolve over time. Regularly collect feedback from your audience and internal stakeholders to refine and improve your brand voice.
Use surveys, customer interviews, and social media sentiment analysis to ensure your voice still resonates with your target audience.
Final Thoughts
A clear and compelling brand voice is one of your most powerful tools to differentiate your company. By following the steps outlined in this guide, you can create a brand voice template that reflects your company’s personality, speaks to your target audience’s needs, and sets your brand up for long-term success.
Frequently Ask Questions
Writing a brand voice involves defining your company’s personality, tone, and style in a way that resonates with your target audience. To create a brand voice, define your brand’s personality. Ask yourself, what traits best describe your brand? Then, tailor your voice to meet the needs, expectations, and communication preferences of your ideal customers. Decide how you want your brand to sound in different situations—formal, casual, empathetic, or humorous, for example. Develop a style guide to maintain consistency across all content and touchpoints, ensuring your voice is used correctly by your team.
The 3 C’s of brand voice are:
Clarity: Your brand voice should be clear and easy to understand, avoiding jargon or complex language that could confuse your audience.
Consistency: Whether you’re communicating via email, website, or social media, your brand voice should remain consistent across all channels. This consistency helps build trust and recognition with your audience.
Connection: Your brand voice should aim to connect with your audience on an emotional level. It should reflect their values and speak directly to their needs and desires, fostering a sense of familiarity and engagement.
An example of a brand voice could be Mailchimp. They use a friendly, approachable, and humorous voice that feels casual and human, making complex marketing tools feel more accessible and less intimidating for users. Their brand voice is consistent across all touchpoints, whether it’s in their email campaigns, website copy, or social media posts. They balance fun and wit with helpfulness and clarity, making them stand out in the crowded email marketing space.
