Your brand voice is your own, but it should also be the voice of your customers. The only way to find out how your target customers talk is to find them and listen to them.
By observing the way they write their communications online and the way they speak face-to-face offline, you can find patterns, expressions, and communication styles to incorporate into your brand voice.
Start by thinking of any recent interactions you've had with your customers. What do you remember about what was said during the interaction? If there is any particular phrase or wording that stands out in your mind, take note of it.
If nothing immediately stands out, go back over the conversation and try to identify a few characteristics unique to their way of speaking. If possible, try to remember exact phrases and write them down.
If your communication with your customers was online, this is even better because you'll have the actual data to refer to. However, keep in mind that communication can be limited online.
Many people speak more eloquently than they write. In addition, your customer might be communicating with you over their smartphone or other mobile device where typing is slow and difficult.
Start paying close attention to communication style and phrasing when you communicate with customers or members of your target audience.
Pay attention and take note wherever you find something interesting. After a conversation, reflect on what was said, or save the data of your conversation online.
Another way to gather ideas is to seek out your target market online and listen to them. Follow them on social media, read their blogs, watch their YouTube videos, and join forums or groups where they congregate.
As you gather this data, look for overall trends.
Are there certain phrases many people use? Is the tone of your customers generally casual or formal? Taking all of the data you've gathered, identify any overall trends that are apparent.
It's good to talk to your customers in their own tone and language, but you should decide what's best for your brand image. You may not want to copy your customers' speech exactly. For example, using a great deal of internet slang may make you look unprofessional and untrustworthy. Rather, try to find a tone and voice that your customers resonate with and respond to while maintaining your professional image.