branding, marketing

Brand voice 101:
Create your own unique sound

7

SEPTEMBER, 2018

Branding
Marketing

A brand voice should be as unique and identifiable as the brand itself, so what is it, why does it matter, and how can you ensure your company’s voice is one that people will hear?

Read on for a quick introduction to your own brand voice.

 

What is brand voice – and why does it matter?

In a nutshell, your brand personality is who your company is – and the brand voice is how that personality is portrayed.

This voice will show whether your brand is super serious all the time, or whether it’s all about being chatty and using slang. It might mean using jargon (or not), being frivolous with emojis (or not), or throwing a few jokes in (or not).

Having a clear and defined voice is vital for a number of reasons. First and foremost, it will create brand familiarity, which means that no matter whether it’s your website, newsletter, Facebook page, or customer service representatives, your brand always ‘sounds’ the same. This also helps your customers determine whether you’re the right company for them.

It’s also important for your customers, and any businesses you deal with, to know that your brand is reliable. Your voice can subtly reinforce your reliability by showing that your brand is constant and steady regardless of the situation.

Brand voice is more than just words

Don’t let the word ‘voice’ throw you off, either. It’s not all just about the words you use.

Just as we talk in person, words are just a fraction of our overall communication, as body language also plays a huge role. The ‘body language’ of a brand voice is expressed through colours, layouts, and fonts. It’s everything surrounding the words that help to further reinforce the idea of your brand’s personality.

For example, a bright pink background with a somber message is incongruous. A shoddily written newsletter with beautifully designed graphics just doesn’t click. And comic sans in almost any professional situation simply doesn’t hold water.

“Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.” – Simon Mainwaring

The difference between you and your brand

One of the most common downfalls for small businesses is finding the line between the founder and the brand.

Essentially, is your personality the default brand personality? Or does your brand have a personality of its own?

In most situations, a brand should have its own personality and voice. Unless you are marketing yourself (perhaps as a motivational speaker, or a personal trainer), a brand will need its own unique voice to stand apart.

This will help the company as your team grows or the brand shifts to ensure the voice remains the same no matter your role or level of involvement.

Practice your brand voice

To truly get a feel for your brand voice, run through a number of conversations and interactions you’d have on a day-to-day basis, ensuring you remain ‘on brand’ throughout each one.

For example, what would your brand voice sound like when speaking with a customer in person or over the phone? How about if that was a repeat customer?

Consider using your brand voice as a guideline for posting across social media platforms, then responding to comments, and think about how your brand voice should appear throughout your website. And as a final example, how would your brand voice present your company when dealing with an angry customer?

Thinking about these situations ahead of time can prepare you for using your brand voice when they all inevitably occur, and to help secure your own sense of your brand.

At CREATIVA, we know all about brand voice. We can even help you to understand your own tone and voice so you can clearly and loudly share your brand’s personality with the world.

We hope you like this post, if you want to help us spread the word share this content with your friends using the social media sidebar. Thanks! 

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hello@creativa.co.nz

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