Why Your Brand Voice Matters
By Bethany Good
Brand voice isn’t just a recent trending topic in marketing circles, it’s a crucial part of your company’s marketing efforts. Whether you are familiar with the term or not, you experience Brand Voice every day. So what exactly is it? Brand voice refers to the personality and emotion infused into a company’s communications. It encompasses everything from the words and language you use, to the personality and images your marketing assets aim to invoke.
Consistent Brand Voice is Key
Coca-Cola is a great example when it comes to consistent brand voice. There’s a reason they are one of the most recognizable and popular brands in the world. The Coca-Cola voice is positive, friendly, and down-to-earth. They are always showing us concepts of what a happy life looks like accompanied by a positive voice.
The digital landscape is crowded. It’s filled with chatter from brands and individuals alike. You can only stand out so much on the basis of your visual content, logo, or product features alone. Your written content needs that same attention and consistency you give to the other elements of your brand presence.
3 Things that your Brand Voice Should Include:
What you stand for
What you represent
Why you are doing what you’re doing
Voice and Tone Should Always Reinforce Your Brand
Monica Wack from Innov8tive Brand Management explains that brand personality is built through consistency. “Know the culture and tone of your business. Understand your core values – why do you do what you do? Know what makes you different from your competition,” she says.
When you know your brand personality, don’t stray from it. Your voice, tone, and design should always reinforce your brand.
Why Your Tone Matters
More than ever, readers want to make an emotional connection with the brands they follow or give business to. They want to read content that speaks to them, not at them, and not past them. This is where the tone of your messaging comes in. You may think you’re writing in an easy, friendly tone, but often your audience may see it differently.
According to Wack, there is a difference between brand voice and marketing. ” A brand does not explicitly say “buy me!” Rather it is a statement of what you are. A brand says This is why I exist. If you believe in me, you will buy me, support me, and evangelize me. It is a pull, not a push. A brand is what ultimately determines if a buyer becomes a loyal repeat customer or not,” she explains.
If you haven’t created a personal or company brand yet, and need some direction here are some questions to get you started. Or you can book a strategy session with us below:
- How will your brand make people feel?
- What makes your business different?
- What are your core beliefs and values?
- What type of company culture do you want?
- What’s your message?
- Who are your ideal people or customers?
- How are you influential?
- Does your product, service, or brand give people a transformation?
- What problem do you solve?
- What guarantees success and failure to you?
- What’s your niche?
- Are you authoritative in your niche?