Brand voice is often overlooked but nevertheless it is essential for every business. Crafting a brand voice helps you connect with your target audience, build reputation and ensure all content and ads are consistent. And businesses who see to it that all team members are on the same page when it comes to brand voice, appear more trustworthy, reliable and authentic. And therefore are more likely to be successful in the long run.
In this post, we’ll talk about brand voice and how you can develop the perfect brand voice for your business.
What is Brand Voice?
Brand voice is the way you communicate with your potential customers, the brand voice remains consistent, and it is directed to the audience you want to target. You can choose any style to communicate with your audience as long as it reflects your brand’s persona and value. The style of communication can be fun, kind, intellectual, authoritative, ominous, and playful.
Like you communicate with your colleagues, friends, and family, brand voice lets you communicate with your customers. Customers will invest in your brand or purchase your product when they’re connected with your brand. You can use different avenues to express your brand’s voice, such as the website, email, social media, Google ads, and press releases, etc.
Brand Voice vs. Tone
Many people confuse brand voice with brand tone, but there is a difference. Brand voice conveys your brand personality, and it remains consistent or the same throughout. Unlike brand voice, brand tone can change depending on the situation. Therefore, many brands establish brand tone guidelines so their team knows how to respond appropriately to different scenarios such as an unhappy client or a client interested in buying a product or service.
Another way of looking at it is we as humans have a voice, and it remains the same whenever we talk, but our tone changes according to the situation. For example, if we’re angry, we’ll have a different tone, and if we’re feeling loved, we’ll have a different tone. The same goes for the brand tone; if a customer is upset your tone is more likely to be calm, empathetic and sincere while dealing with a potential customer your tone will be more confident and light hearted.
Why is Establishing Brand Voice Important?
The digital market is crowded with different brands, and it has become hard to compete; this is where the brand voice comes into play. Establishing a brand voice helps you stand out from the crowd; it allows you to connect with your audience on an emotional level. If a brand voice strategy is executed correctly, customers will associate your brand with a few simple words.
The perfect example of a brand voice is Coca-Cola; their brand is famous for a couple of things red color and feeling of happiness. The strategy is executed brilliantly when the ad appears on TV even before the logo or product comes into the scene; people already know that its Coca-Cola’s ad.
Establishing a brand voice can help you beat your competitors and stand out. Make sure that your brand voice remains consistent because consistency can grow your revenue by 23%. Moreover, your brand voice should remain the same on all platforms such as emails, websites, ads, and social media, etc.
How to Choose the Right Brand Voice?
Choosing the right brand voice is crucial; to be honest, if you’re not able to select the right brand voice for your business, it could hurt business. Your brand voice should be attractive, and customers should connect with your emotions and your values. Here are some things to consider when choosing a brand voice:
The first thing you need to do is find your target audience. You should gather data using surveys, reporting, emails and social media. In addition to understanding who needs or will be interested in your product or service. When you gather the data, figure out your target audience – know their demographics such as age, gender, occupation, and marital status. Create a customer profile and develop your brand voice according to your target audience.
When you have identified your target audience, it is essential to define your brand personality. You can ask yourself a few questions to define your brand personality. These questions include what is your brand all about? How do you want to project your brand? What people should or shouldn’t talk about your brand? What’s your unique selling point? What makes you stand out from your competitors.
Answer these questions before you choose your brand voice; you should have a complete idea of how your brand should appear, look, and feel. Write down your mission, values, brand story, and select the accurate adjectives that define your brand.
The final part of choosing the right brand voice for your business is research because it will help you create a perfect brand voice that will resonate with your prospects. Analyze your competitor’s website and social media accounts.
You should look carefully if there’s an opportunity to stand out from your competitor. Try to find out if there’s something your competitor is doing poorly; your competitor’s weakness can become your unique selling point. Look for weakness and do it better than your competitor to get an edge. You can achieve all this by research.
Common Brand Voice Adjectives
Selecting adjectives that represent, define, describe, and make your brand stand out is vital for creating a compelling brand voice. Avoid jargon and too fancy or cheesy words to describe your brand.
List of Adjectives
Here is a list of adjectives that you can choose to define your brand:
Attractive, adventurous, adorable, aesthetic, appealing, artistic, breathtaking, bright, bold, caring, charming, cheerful, calm, chic, classical, comfortable, clever, cool, convenient, cocky, conservative, creative, dazzling, dashing, delicate, detailed, dry, delightful, eccentric, earthy, elegant, enchanting, exciting, efficient, ethereal, fancy, fantastic, fabulous, flirty, fashionable, formal, festive, graceful, glamorous, historic, hip, industrial, innovative, impressive, intense, inspiring, lively, majestic, magical, modern, nautical, natural, noisy, nostalgic, organic, old, powerful, playful, pleasant, professional, quirky, relaxing, rebellious, retro, radiant, revolutionary, romantic, royal, savvy, serious, scholarly, silly, smart, sleek, strong, sophisticated, stunning, thoughtful, trustworthy, unique, urban, vintage, versatile, wild, wistful, witty, and youthful, etc.
The list goes on and on, you can choose three to four adjectives that define your brand, and once you have selected your adjective, you should use them across all platforms, such as web, social media, email, and press releases, etc.
Once you have identified your target audience, did your research, and selected the best adjectives to describe your brand, now what? Well, now you can create a style guide for your brand.
Create a Style Guide
You may ask, what is a style guide? Well, a style guide is a set of brand guidelines. Style guides include a brand story, your mission, your values, your logo, color palette, typography or fonts, your brand tone, and imagery. This way your entire team knows the business inside and out and how to represent your brand. Also an uniform style guide creates an impact and powerful brand voice.
SunCity Advising Services
SunCity advising is a digital marketing firm based in La Jolla, California, USA. Since 2011, SunCity advising has helped businesses build their online presence. SunCity advising delivers quality services in the following domains:
- Search Engine Optimization (SEO)
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So, do you want to develop your brand voice and want to get noticed online? SunCity advising company is just a call away (858) 859-0123 or email now at email@example.com