How can you develop a tone of voice that is authentic and relatable to your target audience?

People always say the first step is to know your audience, but apart from knowing what the needs or challenges of that age group might be, the real first step is knowing your brand first and who your product is for. Then you can figure out how that ideal audience would relate to your product or service, and the tone of voice that would come across the most authentic to them.

As mentioned by others, this is assuming you understand your brand first. That being said, if you have a foundation in place - and your ready to understand your audience, be sure to contrast the positive with the negative. What language do they defiantly not use? What tone turns them off and why? Understanding what turns off your audience can help you better understand why the positives do resonate.

Understanding your target audience's demographics, interests, and communication preferences is essential for tailoring your tone accordingly. Empathize with their perspective and adapt your language to resonate with their level of understanding.

I’d argue you will struggle to understand your audience if you don’t know the fundamentals of your brand first - but can appreciate that there are times where you are looking at a market to create a brand for. In that instance, your not really understanding your values, as opposed to choosing them based on the expectations of your audience. Try reflecting on the archetypes that resonate with your chosen audience, and allow this to inform the decisions you make about your brands values.

Attributes are very useful in the context of a tone of voice, and if you need help grounding them, try creating a persona for your brand. That way you can more easily get a feel for weather or not the attributes feel authentic coming from that persona.

Even better - test with a sample audience BEFORE you solidify any guidelines. Of course you’ll have an idea that is being tested but user / audience feedback is super valuable in tweaking and refining something that is good, into something that is great.

Instead of simply stating your brand's attributes, showcase them through your storytelling and content. Use vivid language, imagery, and examples to bring your brand's personality to life.