How to Create a Unique Brand Voice for your Jewellery Website

What is Brand Voice?

A distinct voice brings your brand to life.

Your brand voice is how you speak to your audience. It defines how you use words to communicate the personality and story behind your business.

A successful brand voice speaks directly to your niche, connects with them authentically, and is memorable.

A brand voice is a deliberate creation. It needs to be consistent across all your customer touch point and at all times.
In a crowded market, a unique voice sets you apart. And it’s as important a part of your branding as your visuals.

So how to create that individual brand voice? Keeping reading to find out how.

Identify Your Audience

Just as you have to understand your customer’s needs and desires to create an effective brand story, knowing exactly who you are speaking to is the vital first step to creating a brand voice.

An effective voice is about creating a feeling.

Define how a customer of your brand wants to feel when connecting with your brand. Secure? Inspired? Empowered? Reference your brand story, mission statement and values to define what your purpose is. 

Don’t make assumptions. You might be think selling high-end fine jewellery calls for a formal brand voice, but if yours is a younger or fashion forward crowd that isn’t going to land. Engagement rings may be a traditional product, but the target market are in their twenties, thirties, and forties – they don’t relate to stuffy or sedate.

If you have an existing audience, consider checking out the profiles of some of your most active followers or customers. What seems to matter to them? Who do they engage with? How do they communicate with brands and friends?

  • Read More: What Makes Copywriting for Jewellery Special?
  • Do Your Market Research

    How do you know what you want your brand to sound like without having explored the options?

    It’s why my Brand Storytelling package begins with a market report. I compare and contrast approaches to give my customers a feel for what feels right, and what doesn’t.

    To do this yourself, identify at least three brands who serve an audience similar in profile to your existing or target niche. They don’t need to be jewellery businesses – you are reviewing their communication, not product.

    Look at how they communicate with their audience on both their website and social media platforms. What kind of content do they produce? How would you describe their tone of voice? What language do they use, and does it differ between platforms?

    Examine what you relate to and what you don’t. When it comes to creating brand voice guidelines, both are equally important to define.

    Create Brand Voice Guidelines

    You know what feeling you want to evoke. You’ve got ideas from other brands. You know what you want to avoid.
    It’s not enough to have an ephemeral idea of what your brand sounds like.

    Turn your decisions into defined voice guidelines, outlining clearly how your brand communicates and why.

    Your style guide should include how your jewellery brand uses language and what feeling that evokes in the customer.
    For instance, if your want your jewellery brand to feel youthful and approachable without being exclusive, you might write “[Brand] is cool yet welcoming. We use playful language including contractions and exclamations. We don’t use trending slang or swear words”.

    The guidelines will help you keep consistent across all your customer touchpoints, and will also prove a reference if you outsource any part of your communication and marketing strategy such as copywriting or content.

    Brand Voice vs Tone of Voice – What’s the Difference? 

    Just as we adjust how we speak in different scenarios, so will your brand. An Instagram post calls for a different tone than a press release or stockist email.

    This is the difference between brand voice and tone of voice. Your brand voice is consistent, communicating the personality of your brand. Your tone of voice is the how your jewellery brand speaks in a specific situation – the emotion you covey and the the feeling you evoke.

    Outline both, ensuring your style guidelines include all your most common communication types. Don’t shy away from details. Exclamations, contractions, emojis, phrasing… all should be included in your style guide.

    Indeed, you may find the nuance in tone of voice comes down to these details. Slang on Instagram, proper English in emails… friendly and approachable in both.

    Want my input?

    Explore my Brand Storytelling Complete for a done-for-you package of market research, storytelling and copy.

    Or book a free discovery call to get in input on your ideas and see if there’s a unique way we can work together!