A tone of voice guide isn't just a nice-to-have. It's a must for your beauty business. I’m about to put on my bossy pants (you know, the ones with the "get it together" look), and say it: If you don’t have your tone of voice nailed down, you’re missing out. Big time.
I get it. Creating a brand is hard; it’s a big task, and your to-do list is already a mile long, but lately, I’m getting that mega-itch to grab a megaphone and shout from my dimly-lit rooftop (Aperol spritz in hand, obviously) because guess what? EVERYONE is starting to sound the same, and let’s be honest:
a) We know why (Read: 🤖💻)
b) That’s just not going to cut it in the competitive AF beauty world
Why tone of voice matters
Your brand's tone of voice is your verbal identity. In this saturated market, if you’re not speaking to your audience in a unique way, why should they listen?
In the beauty industry, your audience needs more than just your product or service. They need to feel something when they hear from you. You’re in a relationship with your customers, whether you know it or not, and they want to feel that you understand them, that they matter, and that you’re the expert who gets it. This is where your tone of voice comes in. It makes your messaging more than just words. It’s the foundation of trust, the key to standing out in a crowded market, and the secret sauce to building loyal, long-term clients.
When you get this right, everything from your social media posts to your emails will start clicking.
So let me walk you through it... because you need this. Whenever a new beauty project comes my way, be it a skincare brand, a new clinic, or a treatment launch, I begin with a comprehensive client onboarding quiz. It's extensive, detailed, and not for the faint-hearted. Clients either complete it feeling empowered and clear about the future or needing a bottle of wine to unwind. It's intense, but I assure you, it's worthwhile—especially when we're talking tone of voice.
What happens after I create your brand voice
So, after you've taken the plunge with your comprehensive onboarding quiz (don’t worry, it’s a good kind of thorough), we dive into something much more exciting: crafting a tone of voice guide for your brand. This guide will lay the foundation of how your business communicates everywhere—from your website to your social posts and even your emails.
Let me break it down for you:
Step 1: I dig through your answers like a Skin Therapist hunting for blackheads to extract, pulling out keywords, phrases, and values that stand out.
Step 2: As patterns pop up, I think about how these pieces come together to form the ideal personality for your brand. By looking at the way you talk, your business goals, and what makes your brand unique, I create an identity that matches your brand's vibe (whether that's bold, confident, friendly, or whatever suits you). It's like coming up with a character that shows how your brand would act and speak if it were a person.
Step 3: I’ll craft a tone of voice that resonates with your ideal client. From there, I translate it into actionable guidelines that can be used across all your content. This is your voice, clear as day, ready to be used to connect, engage, and, most importantly, convert.
Yep. It's an investment!
Starting out, investing in something like this can feel overwhelming, but trust me, it's not something you can just put off. This is all about investing in the heart of your brand—your identity. It'll save you time and energy, boost your message, and help you stand out from the crowd.
If you’re thinking, “But Rach, I can’t afford this right now,” I’ve got you covered. I created The Write Treatment to give you a DIY option to help you define your brand voice without the hefty price tag of hiring a beauty copywriter to do it for you. It’s a guide that will take you through everything you need to create a tone that speaks directly to your dream clients—and it won’t break the bank.
At the end of the day, your brand’s voice is the one thing that will make your business unforgettable. It’s how you show up. It’s how people get to know you. So, why not make it count?
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