If you fall into the “wait, I need a brand voice? 😬” category, here are some quick tips for getting started:

• What are your values and overall mission? Understanding the heart of your company can help you find your voice, whether that’s empathetic, serious, authoritative, or entertaining.
• Who is your target audience? How old are they? What are their interests? How would they talk to a friend? Adjust your voice to match how your ideal shopper might speak.
• What do you sell? Your voice may also change drastically depending on your product offerings. While this is not a hard and fast rule, a company that sells meme T-shirts may be able to pull off a much more irreverent voice than one that sells office furniture.
• How do you want your brand to make your customer feel? Happy? Inspired? Educated? Relaxed? These feelings can drive your brand voice as well.

According to a consumer trend report, 57% of consumers want marketing to amuse and entertain them. Give the people what they want! Test out a little humor, irreverence, or cheekiness in your marketing. 

Consumers want to be motivated, educated, and inspired by the brands they buy from! Health, fitness, or nutrition companies can lean into this specific trend. Note that 47% of Americans and 51% of Gen Z say they’re trying to improve their fitness or lose weight this year. 

This one will probably not come to you as a surprise. Still, your consumers (especially millennials and Gen Z) want brands to infuse a sense of humanity, relatability, and friendliness in marketing. Relatability builds trust – which is a vital factor in the consumer buying process. 

Another consumer shift to be aware of is the growing desire for brands to take a stand on current events and issues -- but be careful doing that. How much you lean into this trend highly depends on your brand, your mission, and your audience.