There are several reasons why a company might consider rebranding and changing its brand voice. They might want to give new life to their dated branding, rebrand to reach a new target audience better, improve their reputation, or if they’ve outgrown their original mission.
While changing logos and colour schemes is part of rebranding, adjusting your brand voice is a significant component. Your brand voice sets the tone for your brand. You’ll use this voice in all communication materials. Changing your brand voice can be a lot of work, but it is worth it if you need to improve your position in the market and reach your audience better.
Here are some tips:
Know your audience
The first step of any branding or communication strategy is to define and understand your target audience. Is there a demographic interested in your products or services that your old brand didn’t reach? What are their needs, preferences, behaviours, and personalities? You want to tailor your voice to match their interests, meet their goals, and evoke emotions.
Consider your brand position
Shifting your brand position often means reworking your mission, values, and vision statements. Ask yourself what you are doing, how you are doing it, and why you are doing it. These components of your new brand position will act as a foundation for all the marketing materials and content you create moving forward.
Understanding your brand position will also help you choose words that will help you communicate it best. For example, your new brand voice might be casual and down to earth. Therefore, when developing new web content, you might choose words that come naturally in conversation rather than formal words.
Rewrite your content
You’ll need to rewrite your content to match your new brand voice. For example, you might need to adjust your web content in that new tone and perspective. Other communication materials on file that are used regularly, like customer letters or emails, will also need rewriting. Additionally, you might decide to rewrite your slogan or tagline. Then, moving forward, ensure you write all your advertising, social media captions, blog posts, etc., in your new brand voice.
It’s important to find all the places where your old branding appears. For instance, you should check old email templates, digital ad copy, landing pages, and social media profile descriptions. You won’t be able to remove your old branding from the internet entirely, but you should ensure that it doesn’t appear in anything new you’re sending out.
If you need help with the writing component of your rebranding, contact Circlewood Creative. We have experience rewriting old content on all communication channels to reflect a new brand.
