In the crowded Australian marketplace, having a great product isn't always enough. Your brand voice is how you communicate your values and personality to your audience, turning a cold transaction into a lasting relationship. When your messaging is consistent and authentic, it builds the trust necessary to convert a local browser into a loyal customer.
Why Brand Voice Matters for Your Business
Think of your brand voice as the 'vibe' of your business. If your brand walked into a local pub in Brisbane, how would it speak? Is it the expert tradie who gives straight-up advice, or the high-end boutique owner who is sophisticated and polished? Without a defined voice, your marketing can feel disjointed, confusing your audience and making your business appear unprofessional. This guide will help you nail down exactly who you are and how you speak.
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Prerequisites: What You’ll Need
Before you start, gather the following:
- Your Mission Statement: Why does your business exist beyond making money?
- Target Audience Personas: Who are you talking to? (e.g., first-time homebuyers in Queensland, busy parents, or corporate CEOs).
- Competitor Examples: 2-3 examples of competitors whose style you either admire or want to avoid.
- Existing Content: A few examples of your current social posts or emails to audit.
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Step 1: Audit Your Current Communications
Start by looking at what you’ve already put out into the world. Review your website, Facebook posts, and even your email signatures.
What to look for: Does the tone change depending on who wrote the post? Is it overly formal in one place and too casual in another? Print out a few pieces of content and highlight phrases that feel 'right' and cross out anything that feels 'off' or cringe-worthy.Step 2: Identify Your Core Values
Your voice must be rooted in your values. If one of your core values is 'Transparency,' your voice should be direct and honest, avoiding corporate jargon or 'fluff.'
Action: List five adjectives that describe your business values (e.g., Reliable, Innovative, Community-focused, Cheeky, Professional). These will serve as the foundation for your messaging pillars.Step 3: Define Your 'Brand Persona'
Imagine your brand is a person. This helps make the abstract concept of 'voice' much more tangible.
Screenshot Description: Imagine a grid with four quadrants: Professional vs. Casual, Serious vs. Funny, Modern vs. Traditional, and High-end vs. Budget. Mark where your brand sits on these scales.Give this persona a name if it helps. Are you 'The Trusted Local Mentor' or 'The Energetic Disruptor'? This mental image will help you decide if a certain word or emoji fits your brand later on.
Step 4: Create a Brand Voice Chart
A brand voice chart is the most practical tool in your branding kit. Create a table with four columns: Voice Characteristic, Description, Do, and Don't.
- Example Characteristic: Authoritative.
- Description: We know our stuff and lead the conversation.
- Do: Use strong verbs, provide data, and give clear recommendations.
- Don't: Use 'I think' or 'maybe,' or sound arrogant/dismissive of others.
Step 5: Tailor Your Messaging for the Australian Market
Context is everything. Australian consumers generally value authenticity and have a low tolerance for 'over-the-top' American-style sales pitches.
Pro Tip: Use local nuances where appropriate. If you are a Brisbane-based business, referencing the local lifestyle or climate can build immediate rapport. However, avoid overusing 'Aussie slang' (like 'G'day mate' every second sentence) unless it truly fits a very casual brand identity, as it can often come across as forced or 'touristy.'Step 6: Establish Your 'Unique Value Proposition' (UVP)
Your messaging needs to clearly state what you do, who you do it for, and why you’re better than the shop down the road.
Formula: We help [Target Audience] achieve [Desired Outcome] through [Unique Method/Service].Write this out in three versions: a one-sentence 'elevator pitch,' a short paragraph for your 'About Us' page, and a punchy headline for your website banner.
Step 7: Develop Your Key Messaging Pillars
Messaging pillars are 3-4 main themes that you talk about consistently. For a local Brisbane real estate agent, these might be:
- Local Expertise: Deep knowledge of the South East QLD market.
- Integrity: Transparent fees and honest appraisals.
- Results: A proven track record of record-breaking sales.
Every piece of content you create should align with at least one of these pillars.
Step 8: Create a Style Guide for Consistency
This is a document that ensures everyone in your business (or any external contractors) speaks with the same voice.
What to include:- Grammar preferences: Do you use Oxford commas? (e.g., 'Apples, oranges, and pears' vs 'Apples, oranges and pears').
- Spelling: Ensure you specify Australian English (e.g., 'optimise' not 'optimize', 'colour' not 'color').
- Formatting: Do you use bullet points often? Do you use emojis? If so, which ones are 'on-brand'?
Step 9: Test Your Messaging on a Small Group
Before launching a full rebrand, test your new voice. Send an email to a few loyal customers or run two different Facebook ads with the same image but different 'voices' (A/B testing).
What to ask: "Does this sound like us?" and "How does this message make you feel?"Step 10: Roll Out and Monitor
Update your website, social media bios, and automated email sequences. Once live, monitor the engagement. Are people replying more to your emails? Is the comment section on your Instagram more active?
Warning: Don't change your voice every week. Consistency is what builds brand recognition. Give your new voice at least 3-6 months to resonate with your audience.---
Common Mistakes to Avoid
- Copying Competitors: It’s tempting to sound like the market leader, but you'll always be a second-rate version of them. Be yourself.
- Being Too Professional: Many small business owners think 'professional' means 'robotic.' You can be an expert while still being warm and approachable.
- Inconsistency Across Platforms: Don't be super formal on LinkedIn and then use 'slang' on TikTok. The tone can shift slightly for the platform, but the core 'voice' should remain the same.
- Ignoring Your Audience: If your target market is 70-year-old retirees, using Gen Z slang will alienate them immediately.
Troubleshooting
"My voice feels fake or forced." This usually happens when you try to be something you aren't. Go back to Step 3. If you are naturally a serious, data-driven person, don't try to make your brand 'witty.' Authenticity is easier to maintain. "I have multiple staff members posting on social media." This is why the Brand Voice Chart in Step 4 is vital. Have a 15-minute meeting to walk them through the 'Do and Don't' list. You might also want to use a tool like Canva or a shared Google Doc where all captions are approved by one person for the first month. "I don't know if my messaging is working." Look at your conversion rates, not just likes. If people are clicking 'Contact Us' more often after you clarified your UVP, it’s working.Next Steps
Now that you've defined your voice, it's time to put it into action:
- Update your website's 'About Us' page using your new tone.
- Rewrite your automated 'Welcome' email for new subscribers.
- Create a month of social media content based on your Messaging Pillars.
Need a hand refining your strategy? Our team at Local Marketing Group helps Brisbane businesses find their unique edge. Contact us today to discuss your branding needs.