The document provides tips for developing a consistent brand voice when creating content. It discusses choosing words, sentences, and grammar appropriate for the intended audience and maintaining a tone that fits the company's personality, culture and industry positioning over time. Specific topics covered include using consistent pronouns, knowing when to include jargon and buzzwords, considering formality levels with contractions and sentence length, and whether some rule-breaking could match a more casual voice.

1. Alexandria Sadorf
Content Marketing
Winter 2017

2. “A brand’s voice articulates its
personality, culture, and
positioning within its industry. It’s
not something to be made up on
the spot, but rather developed
over time.”
http://www.cision.com/us/2016/08/3-keys-to-creating-great-brand-content/

3. https://blog.bufferapp.com/social-media-marketing-voice-and-tone

4. A few tips from The Content
Marketing Institute on Voice:
http://contentmarketinginstitute.com/2015/03/consistent-brand-voice/

5. Word Choice
1. Word Length
Would it be odd for you, as a consumer, to
read a blog post and watch them deliberately
switch back and forth between elongated,
sophisticated words and short, plain words?

6. Word Choice
2. Pronouns
Stick with a consistent pronoun choice for
your company. Is it always “WE” or maybe a
third person styling? Pick what fits and stick
with it!

7. Word Choice
3. Jargon
If you’re in law, finance, or engineering,
chances are you have some jargon. If the
people reading your content are likely to know
what your jargon means, then it is useful to
include. Knowing your audience is useful for
knowing whether or not jargon should be part
of your voice.

8. Word Choice
4. Buzzwords
Like jargon, you need to know that your
audience will understand your industry
buzzwords before using them. If your voice is
very modern and up-to-date, then buzzwords
could elevate your brand by elevating your
voice.

9. Word Choice
5. Colloquialisms
Though it varies culture to culture, how
familiar will your language be with your
readers? Are you going to throw in slang and
profanity, because you know that’s how your
readers speak and you want to be on their
level? Or will you maintain a formal tone of
voice, creating an image of prestige?

10. Word Choice
6. Contractions
A colloquial brand won’t shy away from using
contractions to connect with their audience.
They’re trying to connect with the people they
want reading their content! A formal or high-
end brand might prefer to avoid contractions,
on the other hand. It is all part of the voice!

11. Sentence Choice
7. Sentence Length
Like word length, consistency with a bit of
variety is important in sentence length. Are
you a “to the point!” brand or more of an “I’ve
got a lot of points that need to go in one
sentence” kind of brand?

12. Sentence Choice
8. Tempo
Your sentence length is a big part of tempo as
well. Are you going for more a stream-of-
consciousness type of writing or straight to
the point? This can vary slightly based on the
post and type of content, but it will be hard to
maintain your voice if you switch this up every
single time you write a post.

13. Sentence Choice
9. Conciseness
Do you get to the point or are you an eloquent
brand, adding in adjectives and descriptions?
Again, some variety in sentences and words
is important though.

14. Sentence Choice
10. Mistakes and Rule Breaking
This, again, goes with the formality of your
brand often. A more colloquial brand might
choose to forgo some of the common
grammar rules because it feels like a more
natural conversation.

15. Where in the Journey Are
You?
The Sage
The “Recognized Expert” in their field
The Sherpa
The “Trusted Guide” in their field, though not an expert.
The Struggler
The “Fellow Traveler” also on a journey.
https://michaelhyatt.com/traction.html

16. In what instances do you think it is smart
for a brand to change their voice?

17. Do you think it is wise for a company to
entirely change their voice if they
rebrand?

18. What are some companies that you think
do a really good job maintaining their
voice?