Brand Builder - Top 3 Ways To Share Your Voice

A consistent brand voice is crucial for establishing your nonprofit's identity and building trust with your audience. It ensures that all your communications reflect the same tone, style, and values, making your organization more recognizable and relatable. This week, we explore the top three ways to show a consistent brand voice that resonates with your supporters.

1. Develop a Comprehensive Brand Voice Guide

Define Your Core Values: Your brand voice should reflect your organization's core values and mission. Start by identifying the key messages and values you want to convey. Ask yourself: What does our nonprofit stand for? What are the key messages we want to communicate?

Create a Voice Chart: Outline the key characteristics of your brand voice. Is it friendly, conversational, professional, authoritative, or passionate and inspirational? Develop a voice chart that includes examples of phrases and tones that align with your brand. This will be a reference for your team to ensure consistency in all communications.

Here are a few examples of companies that are all positive and you probably interact with, but they take their voice seriously, and over time, the voices are different from one another.

1. Nike

Brand Voice: Inspirational and Empowering

Example: "Believe in something. Even if it means sacrificing everything. Just Do It."

Nike's brand voice inspires and empowers their audience to push beyond their limits and achieve greatness. Their messages are often motivational, focusing on perseverance, dedication, and self-belief themes.

2. Coca-Cola

Brand Voice: Friendly and Uplifting

Example: "Open Happiness."

Coca-Cola uses a friendly and uplifting tone to create a sense of joy and togetherness. Their brand voice is centered around sharing happy moments and enjoying life, reflected in their advertising and social media campaigns.

3. Apple

Brand Voice: Innovative and Enthusiastic

Example: "The only thing that’s changed is everything."

Apple's brand voice exudes innovation and enthusiasm. They highlight the groundbreaking nature of their products and the positive impact these innovations can have on users' lives. Their communications are often sleek, concise, and forward-thinking.

4. Disney

Brand Voice: Whimsical and Heartwarming

Example: "Where dreams come true."

Disney's brand voice is whimsical and heartwarming, aimed at creating a sense of wonder and magic. Their messages often evoke nostalgia and joy, appealing to children and adults by emphasizing the power of dreams and imagination.

5. Airbnb

Brand Voice: Welcoming and Inclusive

Example: "Belong Anywhere."

Airbnb's brand voice is welcoming and inclusive. Its goal is to make everyone feel at home, no matter where they are. The company's communications highlight the positive experiences of travelers and hosts, emphasizing community and belonging.

6. Patagonia

Brand Voice: Passionate and Activist

Example: "We’re in business to save our home planet."

Patagonia's passionate and activist brand voice reflects its commitment to environmental sustainability. Its messages are often direct and impactful, aimed at inspiring its audience to take action and join its cause.

7. TOMS

Brand Voice: Compassionate and Positive

Example: "With every pair you purchase, TOMS will give a new pair of shoes to a needy child. One for One."

TOMS' brand voice is compassionate and upbeat. It focuses on its mission to make a difference through every purchase. Its communications highlight the positive impact its customers can have, fostering a sense of community and shared purpose.

8. LEGO

Brand Voice: Playful and Imaginative

Example: "Rebuild the world."

LEGO’s brand voice is playful and imaginative, encouraging creativity and exploration. Their messages are often light-hearted and fun, aimed at inspiring both children and adults to build and create new things.

9. Starbucks

Brand Voice: Warm and Inviting

Example: "To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time."

Starbucks' brand voice is warm and inviting. Its focus is on creating a welcoming atmosphere for customers. Its communications emphasize the positive experience of enjoying a cup of coffee and the sense of community that comes with it.

10. Google

Brand Voice: Helpful and Informative

Example: "Organize the world’s information and make it universally accessible and useful."

Google’s brand voice is helpful and informative, reflecting its mission to provide easy access to information. Their messages are clear, straightforward, and focused on making users' lives easier through innovative technology.

These examples showcase how different brands use positivity to connect with their audiences. Whether through inspiration, inclusivity, compassion, or playfulness, each brand tailors its voice to align with its values and resonate with its target market.

Here’s what that can look like for your nonprofit:

Example 1: Donation Request

Friendly and Conversational: "Hey there! We’re so excited to tell you about our latest project! With your support, we can make a huge difference in the lives of countless families. Every little bit helps, so please consider donating today. Thank you for being a part of our community!"

Professional and Authoritative: "Dear Supporter, we are pleased to announce our newest initiative aimed at providing essential services to underserved communities. Your generous donation will enable us to extend our reach and impact. Please consider contributing today. Thank you for your continued support."

Passionate and Inspirational: "Imagine a world where every child can access education and opportunities. Together, we can make this vision a reality. Your donation is more than just a gift; it’s a powerful statement of hope and change. Join us in transforming lives today."

Example 2: Volunteer Recruitment

Friendly and Conversational: "Hi there! We’re looking for amazing people like you to join our volunteer team. It’s fun and rewarding to give back and make new friends. Plus, you’ll be making a real difference in our community. Sign up today, and let’s do some good together!"

Professional and Authoritative: "Dear Community Member, We seek dedicated volunteers to support our programs. Volunteering allows us to develop valuable skills and contribute to meaningful projects. If you are interested, please complete our volunteer application form.
We look forward to your participation."

Passionate and Inspirational: "Are you ready to change the world? We seek passionate individuals to join our volunteer team and help us create a lasting impact. Your time and talents can bring hope and opportunity to those most need it. Together, we can achieve extraordinary things. Join us now and be a catalyst for change."

Example 3: Thank You Message

Friendly and Conversational: "Hi [Name], we just wanted to THANK YOU for your generous donation! Your support means the world to us and to the families we help. You’re awesome, and we’re so grateful to have you in our community. Thanks for being a rockstar!"

Professional and Authoritative: "Dear [Name], on behalf of our organization, I would like to extend our sincere gratitude for your recent donation. Your support is crucial to our mission, and we deeply appreciate your commitment to our cause. Thank you for your generosity."

Passionate and Inspirational: "Dear [Name], your recent donation has filled us with immense gratitude and hope. Because of your kindness, we are one step closer to achieving our vision of a better world. Thank you for believing in our mission and being a beacon of light for those in need."

Example 4: Impact Report

Friendly and Conversational: "Hey everyone! We’ve got some exciting news to share. Thanks to your incredible support, we’ve greatly impacted this year. Check out the awesome stories and stats in our latest impact report. You guys rock!"

Professional and Authoritative: "Dear Supporters, We are pleased to present our annual impact report, highlighting the significant achievements made possible by your generous contributions. This report provides a comprehensive overview of our programs and their measurable impact. We invite you to review the attached document for detailed insights."

Passionate and Inspirational: "To our amazing supporters, we are thrilled to share our annual impact report with you. This year, your unwavering support has transformed countless lives and brought hope to many. Each story in this report is a testament to the power of compassion and dedication. Together, we are creating a brighter future. Thank you for being part of this journey."

These examples illustrate how different brand voices can convey the same message in distinct ways, aligning with each nonprofit organization's unique personality and values. By choosing the right tone and style, you can create a consistent and authentic brand voice that resonates with your audience.

Document Guidelines: Compile all this information into a comprehensive brand voice guide. Include examples of preferred language, tone, and style for different types of communications (e.g., social media posts, email newsletters, website content). Ensure this guide is accessible to everyone in your organization to ensure consistency across all channels.

2. Train Your Team

Conduct Training Sessions: Host training sessions for your team to ensure everyone understands and can implement the brand voice guidelines. Use real examples and practice scenarios to help them get comfortable with the tone and style. Interactive sessions where team members practice writing in the brand voice can be efficient.

Provide Resources: Offer resources like templates, checklists, and reference materials to help your team consistently apply the brand voice in their communications. This could include sample social media posts, email templates, and website content. Having these resources readily available will make it easier for your team to maintain consistency.

Regular reviews and Feedback: Schedule regular reviews of your communications to ensure they align with your brand voice guidelines. Provide constructive feedback and encourage your team to ask questions if they need clarification on the tone or style of their messages. Continuous learning and improvement are vital to maintaining a consistent brand voice.

3. Apply Your Brand Voice Across All Channels

Website: Ensure that all content on your website, from blog posts to landing pages, reflects your brand voice. It's implied to have a presence on your primary digital platform. Use your brand voice to create a cohesive visitor experience, reinforcing your organization’s identity and mission.

Social Media: Apply your brand voice to all social media posts and interactions. Whether posting updates, responding to comments, or sharing stories, maintain the same tone and style. Use visuals and multimedia that align with your brand voice to create a unified and engaging presence.

Email Newsletters: Craft your email newsletters with a consistent voice. Please make your supporters feel valued while aligning the overall tone with your brand. Regularly update your email templates to reflect any changes or refinements in your brand voice.

Printed Materials: Extend your brand voice to printed materials such as brochures, flyers, and annual reports. Consistency across digital and print media reinforces your brand identity. You can use the same tone and style in all written communications to create a seamless experience for your audience. Like the examples I showed you in Developing a Visual Identity.

Showing a consistent brand voice is a powerful way to build trust, enhance recognition, and strengthen connections with your audience. By developing a comprehensive brand voice guide, training your team, and applying your brand voice across all channels, you can ensure that your nonprofit's communications are cohesive and impactful. Embrace consistency in your brand voice to elevate your organization's presence and deepen your relationships with supporters.