Developing a memorable and consistent brand is difficult, especially if your company offers multiple products or services. No branding effort is complete unless you find a way to stay top of mind with your customers.
Giving your brand a distinct voice ensures that people remember it as something they can trust and relate to, regardless of the product or service they encounter from you. As a result, giving your brand its own voice will have a significant impact on how well it performs in the future.
However, in order to do so effectively, you must first understand the significance of a brand voice and how it can assist you in achieving that goal.
Let’s look at what a “brand voice” is, why it’s important for businesses, and how you can create one for your company.
What Is a Brand Voice?
A brand voice is the tone of language used to represent your brand messaging. In other words, it is how your company communicates with customers about its products or services.
Your brand voice works to lay the groundwork for all of your marketing efforts. It is how you choose to communicate about your company, including the tone, language, and manner in which you address your audience.
Developing and maintaining a strong brand voice will allow you to connect with your customers on a more personal level, increasing sales and customer loyalty.
Why Does Brand Voice Matter?
The voice of a brand is one of the most important aspects of developing a strong brand personality.
As a marketer, you understand the importance of brand personality. It’s what makes your customers recognize your company and want to keep returning.
As a result, developing a brand identity based on your brand voice will enable you to differentiate yourself from the competition and connect with customers more personally. This link will help your customers understand your brand and what you have to offer, increasing sales and keeping customers returning.
A unique brand voice will also allow you to create a consistent brand experience for your customers. This is significant because customers want to know that the company from which they are purchasing is trustworthy and reliable.
A distinct brand voice also enables you to develop your content’s language and tone of voice (TOV). A TOV is how you tell a story using your brand voice. It is how you use language to personally connect with your audience and entice them to continue reading or engaging with your social media posts and online content.
Tips on Developing a Successful Brand Voice
Developing a consistent and unique brand voice for your company can be difficult. This is because brands often get stuck in a rut of using tired cliches or over-analyzing every word they produce.
Here are five pointers to help you create a consistent and compelling brand voice for your business.
1. Decide On The Key Message You Want To Communicate
When developing your own brand voice, the first thing to consider is what your key message will be.
This is the key message you want your audience to take away from your marketing and/or branding.
To better understand the main message you want to send with your brand voice, consider your mission statement, brand values, and the benefits of using your product or service.
2. Choose the Words and Tone You Want To Use
Once you’ve decided on the key message you want to convey through your brand’s voice, the next step is to select the brand tone and words.
While your key message can help you narrow down your options, it is not a comprehensive list. You should select words that are likely to resonate with your target audience.
Consider the following factors to narrow down your options:
- Who is your primary target audience?
- What different social media platforms do they use?
- What are their interests?
Following consideration of these factors, you will want to categorize your audience. You can then choose words and phrases that will resonate with each group and help them remember your brand.
3. Incorporate Emotions Into the Mix
Although your message may contain facts, figures, and product details, it will not be well received by customers without any emotional appeal.
Your brand voice is the perfect place to incorporate emotions that will help to create a personal connection between your brand and customers.
Before you decide on the emotions you want to use to create a distinctive brand voice, you will want to consider your brand’s personality.
A brand’s distinct personality is the combination of its visual and verbal characteristics. It’s what makes your brand stand out from the rest. You can use your brand’s personality traits to guide your decisions when selecting the emotions you want to incorporate into your brand voice.
4. Research Your Target Audience
Before deciding on the words to represent your brand, you should conduct research on your prospects. This will help you understand how your audience thinks, what they do, and what they care about.
You can also get ideas by studying other brand voice examples.
5. Select The Words That Define Your Brand’s Voice
Now that you’ve narrowed your options and have a better idea of what words to use, it’s time to choose the words that define the voice of your brand.
When developing a strong brand voice, choose words that your customers can relate to and trust.
Customers will be unlikely to engage with your brand if it sounds too sales-focused. Customers will forget about your brand as soon as they leave the store if it sounds too bland.
A Brand Is a Voice, and a Product Is a Souvenir
When creating and maintaining a successful brand, it is critical to have a consistent and memorable brand voice. People will remember your brand if it has a distinct identity, regardless of what your company sells or does.
Twelve Legs Marketing can assist you in developing a strong brand voice that is consistent with your company’s core values and goals.
Our process was developed over the years while supporting many companies (big and small) to find and establish their voice. Your brand voice matters. Being a unique and very important, part of your positioning, our team will guide you through the questions you and your team need to answer before we audit existing content and work on your verbal and visual presentation.
We will determine the right voice for you and evolve a compelling storytelling framework which you and your teams can use and successfully implement.
Enable your prospects and customers to relate better to your company, and drive better business outcomes for the long-term.
Contact us to learn more about us and the marketing solutions we can offer you.