{"id":18728,"date":"2024-02-20T10:26:44","date_gmt":"2024-02-20T10:26:44","guid":{"rendered":"https:\/\/uxmag.com\/?p=18728"},"modified":"2024-02-20T10:26:45","modified_gmt":"2024-02-20T10:26:45","slug":"5-ux-development-phases-to-create-your-brands-voice","status":"publish","type":"post","link":"https:\/\/uxmag.com\/articles\/5-ux-development-phases-to-create-your-brands-voice","title":{"rendered":"5 UX Development Phases to Create Your Brand\u2019s Voice"},"content":{"rendered":"\n

Defining your brand voice embraces several levels of research and messaging development. From knowing your audience in depth to formulating your brand\u2019s tonality with key research insights is the foundation to your brand development.<\/p>\n\n\n\n

Whether we develop a personal brand, a start-up, or refine an already existing brand, the following 5 UX phases help to structure a methodology that sets a clear path to defining your brand voice with measurable outcomes.<\/p>\n\n\n\n

1. Know and recognize your audience<\/h2>\n\n\n\n

Before any messages, call-to-actions, or even taglines can be set, the audience or user base needs to be defined.<\/p>\n\n\n\n

Who are our customers? What are their needs and motivations? What are their communication preferences?<\/p>\n\n\n

\n
\"Invest
Invest time upfront to research and define your audience before developing any key messaging and branding.<\/em><\/figcaption><\/figure><\/div>\n\n\n

Research can be further broken down into categories such as establishing your audience\u2019s demographics and environment, psychographics that include the audience\u2019s interests and lifestyles, pain points and needs, who the audience interacts with the product, how the audience perceives the brand within the marketplace, and lastly, identifying areas of improvements and refinements.<\/p>\n\n\n\n

UX tools that serve audience research can include\u00a0personas<\/strong><\/a>,\u00a0personal interviews<\/strong>,\u00a0scenarios<\/strong>,\u00a0user journey maps<\/strong><\/a>, and\u00a0social media analytics<\/strong>.<\/p>\n\n\n\n

At this early stage of developing your brand voice, engage in listening deeply to your potential future customers. Listen to their stories, engage in their dialogue, and dig into their needs and expectations.<\/p>\n\n\n\n

\n

The better you understand your audience early on in the process, the clearer your brand voice.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

2. State your business values<\/h2>\n\n\n\n

What principles guide you as the business owner, stakeholder, and representative? Are you a green business engaged in sustainable sourcing? Are you a company at the forefront of technology? Do you invest in educational endeavors?<\/p>\n\n\n

\n
\"Define
Define your core business values and integrate them into the brand\u2019s tonality.<\/em><\/figcaption><\/figure><\/div>\n\n\n

Your brand voice embraces the values that are dear to the organization. State all the benefits that your values will bring to the customers.<\/p>\n\n\n\n

Define the experiences and emotional reception that you expect from customers.<\/p>\n\n\n\n

For instance, do you want to engage with your customers\u2019 concern for a clean environment, or, do you want to position yourself as a leader in education in the area of your business? Do you intend to engage your customers in some way to contribute to your business, for example, by providing user feedback stories?<\/p>\n\n\n\n

UX tools such as a value proposition<\/strong> and mission statement<\/strong> can be used to clarify your core business values.<\/p>\n\n\n\n

\n

Communicate your business values to connect them with the needs and goals of your customers.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

3. Define your brand\u2019s tone<\/h2>\n\n\n\n

The tonality of your brand\u2019s messaging is key to expressing what the business provides and stands for. The brand tone can vary greatly from business to business.<\/p>\n\n\n\n

Apple, for example, uses short and succinctly punctuated headlines to draw the user in. The brand tonality is swift and precise, exactly what we\u2019d expect from a tech leader and innovator.<\/p>\n\n\n\n

Microsoft, on the other hand, uses a more prosaic approach to messaging. Longer sentences explain what the user can expect when clicking on the product link. Thus, Microsoft positions itself as a place where users can rest for a while and consider their options.<\/p>\n\n\n

\n
\"Define
Define your brand\u2019s tonality to fit your audience.<\/em><\/figcaption><\/figure><\/div>\n\n\n

Your brand\u2019s tonality considers your audience\u2019s preference for communication, availability of interaction time, or the channel chosen to access the product.<\/p>\n\n\n\n

The brand\u2019s tone can be friendly and engaging, serious and informative, or neutral and professional.<\/p>\n\n\n\n

UX tools such as a\u00a0messaging guide<\/strong>,\u00a0style library<\/strong>, and\u00a0tonality reference guide<\/strong>\u00a0can be used by the whole team to align all brand communication.<\/p>\n\n\n\n

\n

Use a brand tonality that matches your audience\u2019s ear.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

4. Gather feedback to refine your brand voice<\/h2>\n\n\n\n

Developing a brand voice is a process that requires iteration on the above 3 phases multiple times. Testing and asking for feedback is an important part of every step in the process.<\/p>\n\n\n\n

For an established brand, refining a brand voice might involve a tiny adjustment in a headline, or adding more in-depth information to a user interaction.<\/p>\n\n\n\n

For a start-up brand, brand voice refinements can be an entire rewrite of the opener.<\/p>\n\n\n

\n
\"Refine
Refine your brand\u2019s tonality and voice based on user feedback and testing.<\/em><\/figcaption><\/figure><\/div>\n\n\n

Iterating on a brand voice through customer testing and client feedback needs to be part of every brand strategy and brand voice development.<\/p>\n\n\n\n

Important aspects of what resonates with customers and how to present that with a brand voice is a subtle evolution of communication improvements, user experience refinements, and integration of future brand offers that build on existing qualities.<\/p>\n\n\n\n

\n

Refine your brand voice in precise terms, such as, fore example, \u2018personable\u2019,<\/em>\u00a0or \u2018sociable\u2019.\u00a0<\/em>Even go a step further: Can we express \u2018personable\u2019, or \u2018sociable\u2019 by using UI icons, or branded graphics?<\/strong><\/p>\n<\/blockquote>\n\n\n\n

5. Trust and entitle your team to ensure brand voice adherence<\/h2>\n\n\n\n

Empowering the team to execute on the brand\u2019s voice is crucial for developing a cohesive brand. Each member of the team is responsible for using a brand voice uniformly across all communication channels.\u00a0Messaging guidelines<\/strong>,\u00a0visual brand guide<\/strong>s, and\u00a0design systems<\/strong>\u00a0are the UX foundational tools for working together as a team.<\/p>\n\n\n\n

Conduct workshops<\/strong> and reviews<\/strong> regularly to exchange research information, review designs, and check for brand voice consistency.<\/p>\n\n\n

\n
\"Empowering
Empowering your team is key to building a consistent brand voice and a successful customer experience outcome.<\/em><\/figcaption><\/figure><\/div>\n\n\n

Brand voice guides should only be iterated on after comprehensive research and analysis of why they need to change and how.<\/p>\n\n\n\n

\n

A team that consistently stays informed about brand\u2019s voice and tonality can ensure adherence to the brand\u2019s mission and audience experience.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Key takeaways<\/h2>\n\n\n\n
    \n
  • Invest time upfront to research and define your audience before developing any key messaging and branding.<\/li>\n\n\n\n
  • Integrating your business values into your brand voice is key to building your audience and meeting their needs.<\/li>\n\n\n\n
  • Define your brand\u2019s tonality to fit your audience.<\/li>\n\n\n\n
  • Refine your brand\u2019s tonality and voice based on user feedback and testing.<\/li>\n\n\n\n
  • Empower your team to ensure brand voice consistency. Build trust.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

    Defining your brand voice embraces several levels of research and messaging development. From knowing your audience in depth to formulating your brand\u2019s tonality with key research insights is the foundation to your brand development. Whether we develop a personal brand, a start-up, or refine an already existing brand, the following 5 UX phases help to<\/p>\n","protected":false},"author":2653,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1],"tags":[],"topics":[17,22,66,141,102],"class_list":{"0":"post-18728","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized","7":"topics-business-ux-leaders","8":"topics-content-strategy","9":"topics-marketing-and-brand","10":"topics-media-contour","11":"topics-social-media-marketing","12":"entry"},"yoast_head":"\n5 UX Development Phases to Create Your Brand\u2019s Voice - UX Magazine<\/title>\n<meta name=\"description\" content=\"Knowing your audience, business values, voice tonality, voice refinement, and team trust.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uxmag.com\/articles\/5-ux-development-phases-to-create-your-brands-voice\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 UX Development Phases to Create Your Brand\u2019s Voice\" \/>\n<meta property=\"og:description\" content=\"Knowing your audience, business values, voice tonality, voice refinement, and team trust.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/uxmag.com\/articles\/5-ux-development-phases-to-create-your-brands-voice\" \/>\n<meta property=\"og:site_name\" content=\"UX Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/uxmag\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-20T10:26:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-20T10:26:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/miro.medium.com\/v2\/resize:fit:1400\/1*orwwdWQl8BvS1DM_3jrwxg.png\" \/>\n<meta name=\"author\" content=\"Eva Schicker\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@uxmag\" \/>\n<meta name=\"twitter:site\" content=\"@uxmag\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eva Schicker\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/uxmag.com\/articles\/5-ux-development-phases-to-create-your-brands-voice#article\",\"isPartOf\":{\"@id\":\"https:\/\/uxmag.com\/articles\/5-ux-development-phases-to-create-your-brands-voice\"},\"author\":{\"name\":\"Eva Schicker\",\"@id\":\"https:\/\/uxmag.com\/#\/schema\/person\/83196dd09bbf3fde8827ab33e79b2ddc\"},\"headline\":\"5 UX Development Phases to Create Your Brand\u2019s Voice\",\"datePublished\":\"2024-02-20T10:26:44+00:00\",\"dateModified\":\"2024-02-20T10:26:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/uxmag.com\/articles\/5-ux-development-phases-to-create-your-brands-voice\"},\"wordCount\":1025,\"publisher\":{\"@id\":\"https:\/\/uxmag.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/uxmag.com\/articles\/5-ux-development-phases-to-create-your-brands-voice#primaryimage\"},\"thumbnailUrl\":\"https:\/\/miro.medium.com\/v2\/resize:fit:1400\/1*orwwdWQl8BvS1DM_3jrwxg.png\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/uxmag.com\/articles\/5-ux-development-phases-to-create-your-brands-voice\",\"url\":\"https:\/\/uxmag.com\/articles\/5-ux-development-phases-to-create-your-brands-voice\",\"name\":\"5 UX Development Phases to Create Your Brand\u2019s Voice - 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