Everyone who has some investment wants to build up their own brand. You should also have a strong brand voice to get more success. Creating an emotional connection with your audience can be made easier by having a reliable brand voice that they can believe in.
How do I ensure that my brand voice communicates accurately with my audience? It is not so simple, but ultimately if you follow a well laid out guideline, getting the right voice that your customers will embrace will be smooth for you. Guys you should also have known about brand visual identity.
We will now discuss the definition of brand voice, its importance to your business and the processes that can help to create one. In addition, we will review brands that have successfully established recognizable brand voices.
A brand voice refers to recognition of a company. It is expressed through the company’s value, how they deal with customers, their personality and many more. Social media and websites are some of the places that customers use to give feedback which further enhances their view on brand voice.
But, what is the reason companies should be concerned about this issue? Taking into consideration the correct brand voice takes effort and thorough understanding of the audience.
Although such strategies may consume time, they certainly yield greater brand loyalty. A loyal customer base will further guarantee a trusted business reputation, hence achieving deeper customer relations.
What is a brand voice?
Words to best describe a brand voice can be the distinguishing identity of a given business. This covering phrase captures the essence of a certain brand and the philosophies associated with it. Even more than logo, a single phrase of appealing advertising can sum up all emotional energy needed to beautify the essence of a brand.
When concerning a well established corporation such as Microsoft, an elderly customer might describe the company as strict, whereas the younger generation regards it as laid back.
Such experiences distinctly get associated with specific reiterations of a label, further describing the emotions related to a brand logo. But your brand is more than just a Logo.
Why is it important to have a well articulated brand voice?
A tech startup may adopt a more relaxed type of branding. When speaking about elegance and sophisticated fancy restaurants, it becomes quite easy to associate certain label types to their overwhelming experience.
With more concepts riding off the previously mentioned brands it becomes clear that in regions of high consumer density a brand voice accentuates brand visibility.
With diverse marketing strategies all brands are familiar with, we can categorize them into flashy mainstream advertisement types, and subtle soft marketing.
- Builds Trust: When communication is clear and consistent, it creates trust in your brand which can increase loyalty.
- Captures Your Audience’s Attention: With the right voice, a brand creates emotional engagement which increases the chances of interaction with their content and products.
- Brand Differentiation: Emphasis on creativity with brand voice promotes unique distinction within the industry.
What is Brand Voice Vs. Brand Tone?
There is a clear distinction between brand voice and tone although the two terms are used interchangeably. Differentiation is made below:
Brand Voice: The personality of your brand remains consistent. It is how your brand sounds cumulatively.
Brand Tone: The inflection accompanying words or phrases in specific scenarios. It varies based on context, like during a crisis communication which requires serious demeanor versus social media posts where a lighthearted one is acceptable.
In simpler words, brand voice is your brand’s personality whereas tone is how the personality shifts depending on situation and channel.
Developing Your Brand Voice in Six Steps
As mentioned before, a strong brand voice definitely does not appear overnight. It is a result of careful consideration and following certain steps. Here’s a simple six-step process to assist you in accomplishing this goal:
Step 1: Analyze Your Company’s Mission Statement
Voice in a brand needs to be consistent with company mission and values. Make sure that you review the voice and the mission statement of your brand to ensure that the voice framework follows your brand’s purpose. Is it focused on creativity, reliability, or innovation? Your voice has to articulate all of these characteristics.
Step 2: Evaluate Content and Messaging
Before attempting to create a new brand voice, analyze how your content is structured on different platforms. Make a checklist of your website, social media posts, email campaigns, and advertisements.
Is the tone consistent across these services? Stronger brands focus on ensuring that every single voice they use is in line with their brand identity. Are there places where the voice seems to be at odds with brand identity?
Step 3 Focus On Audience Research
What they want is crucial in determining the brand voice needed. What is valuable to such customers? What language attracts them? Using social media is one innovative way to better understand what your audience expects and appreciates about the services.
Step 4: Complete ‘We’re This, Not That’ Exercise
Make a list of the voice adjectives that you want to adopt (e.g. friendly, authoritative, or funny) and those that you want to avoid (e.g. cold, distant, or passive). This will ensure that the voice you want to adopt aligns with the values of your brand, as well as the preferences of the audience.
Step 5: Build a Brand Voice Chart
Develop a brand voice chart that captures the most important aspects of your voice and its key characteristics. These include tone, language, and emotions that you wish to evoke. As a reference for your brand, this chart will help to maintain alignment and accuracy across various communication channels.
Step 6: Maintain Brand Voice Consistency With Detailed Rules That Have Been Documented
Everyone understands the importance of maintaining the same thing across the customer interaction lines. After defining the brand voice, develop specific documented guidelines. Define the voice in such a way that your entire team, marketing to customer support, is able to face customers with the same brand identity.
Which Circumstances Use What Tone?
Your successful brand voice does not have one absolute shape; it changes based on timing. For example:
- A customer service representative may need to use a more empathetic, solution-oriented brand tone.
- Campaigning for marketing may adopt a more persuasive and energetic tone.
- Crisis communication requires a more formal tone with a level of reassurance that conveys trust and authority.
- Adjusting your brand voice to your audience helps you keep the brand tone while also addressing the audience’s needs.
Analyzing Effective Brand Voices
Now that we know the importance of a brand voice, let’s look at some brands that apply their brand voice exceptionally well.
1. Vox Magna
Vox Magna has a professional brand voice that is also dynamic and innovative. Their tone is that of authority in the marketing space, but also friendly to customers from other industries. From promoting digital solutions to offering creative strategies, their voice conveys expertise as well as collaboration.
2. Innocent Drinks
Innocent Drinks have maintained a friendly and quirky tone as part of their brand voice. Their marketing features a lot of casual and humorous language that appeals to younger consumers searching for something fun and refreshing. This kind of tone is effective on social media, where the brand uses puns and witty comments to keep consumers attention.
3. Salesforce
Salesforce possesses an inspiring professional voice. They always consider themselves prosecution leaders in the technology industry by advancing innovation and empowering people on their innovations. Salesforce focuses on the consumer and interacts with a notably optimistic voice that motivates business to revolve towards digital transformation.
4. Nike
Motivational, bold, empowering, and worried are a few predispositions of Nike brand voice. Most of the communication revolves around resolving matters that dealt with determination and pushing boundaries. The “Just Do It” slogan goes hand in hand with this tone, encouraging athletes and fitness enthusiasts to perform at their peak.
5. Red Bull
Red Bull’s youthful, energetic, and adventurous stance resonates perfectly with the brand. Due to the company’s focus on extreme sports, thrill-seeking activities, and other light-hearted boundary-pushing activities, they are placed in the adrenalin fueled range. The tone of Red Bull is everything exciting which perfectly resonates to the adventurous individual.
Vox Magna: Your Partner in Finding the Perfect Brand Voice
We know how defining a brand voice can make or break any business strategy which is why at Vox Magna we offer assistance through our expert digital marketing services.
Our team works closely with you to understand your audience and refine or develop new brand voices to help foster meaningful relationships with them. We ensure that all of your communications truly live the values of your business.
Be ready to capture the attention of your customers with a brand voice strategy that will stand the test of time and secure market dominance.
Wrapping Up
Connecting with the audience on an emotional level, building trust, and gaining an edge over the competition all revolve around brand voice.
Following the procedures outlined above, adjusting the circumstances as needed, will enable you to craft that unmistakable brand voice your target audience will recognize.
When you are looking forward to brand voice dull refinement and advanced marketing strategies, partner with us at Vox Magna.
FAQs
- What is a brand voice and why is it important?
A brand voice is the way a company engages in discourse with its customers and the world at large. It enhances brand recall, cultivates customer loyalty, and forges connections on an emotional level with the customers.
- How can I define my brand voice?
Determining a brand voice involves proper auditing of the prevailing content, delineating company mission statements, carrying out target audience research, and putting together a Brand Voice chart which helps steer tone and messaging.
- Can brand tone change?
This can happen. A voice for a brand is adhered to but the tone is different therefore it must be flexible. For example, on social media the tone can be casual while during a crisis the elevator voice becomes formal.
- Why is consistency in brand voice important?
Building cohesion is one the most critical elements attributed to brand consistency. Alongside ensuring collision with other brands, cost and fulfilling the purpose of customer retention, brand identity becomes easier to establish.
- How can Vox Magna help with developing my brand voice?
At Vox Magna we work together with our clients who seek brand development that incorporates logo or suture branding so that the business and audience speak to each other through voice.
