How to Create a Good Brand Voice

In modern marketing, a brand's voice is an important part of its identity, influencing how it communicates with the world and connects with its target audience. 

But what is a brand voice, and how do you create one that resonates? This article looks into the broad concept of brand voice, exploring its nuances and offering advice on how you can create a voice that not only speaks, but sings to your target audience.

Defining Brand Voice and Its Importance

Why does brand voice matter?

Brand voice is the personality and emotion infused into a company's communications. It goes beyond the words used in marketing and includes how those words are delivered. A well-defined brand voice is a powerful tool for building trust and creating a deeper, more personal connection with the audience. It is especially important in today's marketing setting, where content saturation frequently leads to consumer fatigue. A distinct and authentic brand voice can break through the clutter, ensuring message retention and brand recall.

A consistent brand voice provides numerous benefits to influencers and SMEs. For starters, it helps establish brand identity and differentiates from competitors. In a crowded marketing space, having a distinct voice helps to create a distinct brand persona that stands out. Consider how the most successful IT or sports brands have defined their voices, with the former emphasizing sophistication and innovation and the latter often representing inspiration and determination. This distinctness is more than just being heard, it is also about being remembered and recognised.

Second, consistency in brand voice has a significant impact on consumer loyalty and trust. According to an Edelman study, 81% of consumers believe that they must trust a brand before purchasing from them. A consistent brand voice, particularly one that aligns with the audience's values and expectations, fosters trust. It's about telling a story that customers can relate to and envision themselves being a part of. For example, a brand that consistently employs a friendly, conversational tone may appear more approachable and understanding to its audience, resulting in a stronger, more loyal community.

A distinctive voice also increases content engagement. Lucidpress discovered that brand consistency across all platforms can boost revenue by up to 23%. This is especially important for platforms like LinkedIn, where content is not only consumed but also used to network and establish professional relationships. A consistent brand voice on such platforms can lead to increased follower growth and engagement by allowing for the creation of messages that are both informative and personal to the audience.

However, developing a distinct brand voice is not a one-size-fits-all process. It necessitates a thorough understanding of the brand's core values, target audience, and the unique characteristics of various platforms. For example, a tone that works on Instagram may not be appropriate for LinkedIn. This necessitates a strategic approach in which the essence of the brand voice is preserved across platforms while the delivery is tailored to meet the audience's expectations and the platform's culture.

Brand Identity Development

The development of a brand voice starts with a deep understanding of the brand's identity. This includes its mission, values, and the unique value proposition it offers to customers. For instance, a tech company might adopt a voice that's innovative and knowledgeable, while a children's book publisher might opt for a voice that's playful and nurturing.

Understanding Target Audience Preferences

Your brand voice should be tailored to appeal to your specific target audience. For instance, a brand targeting millennials might adopt a casual, conversational tone, while one targeting professionals might choose a more formal approach.

Implementing Effective Storytelling Techniques

Storytelling is a powerful tool in defining a brand voice. It helps in creating a narrative that customers can relate to, thereby fostering a deeper connection with the brand. A well-told story can evoke emotions and drive engagement, making your brand more memorable.

Utilizing Language and Messaging Strategies

The language and messaging you use should reflect your brand voice consistently. This includes the choice of words, the tone, and the style of communication. Consistency is key in reinforcing your brand voice across all platforms and touchpoints.

Maintaining Consistency Across Different Communication Channels

Whether it's social media, your website, or email marketing, your brand voice should be consistent. This consistency helps in building trust and recognition among your audience.

How Do You Make a Good Brand Voice?

How to nail your brand voice?

Developing an effective brand voice is a multi-step, evolving process that integrates with your brand's journey. It all starts with a clear understanding of your brand's core values, target audience, and message to convey. Creating a brand voice is more than just words, it is about embodying your brand's persona in all communications. This journey combines creativity, strategic planning, and ongoing refinement. Here's a deeper look at some essential strategies:

1. Creating a Unique Brand Tone

Understanding what makes your brand unique is the starting point for developing a distinct brand tone. Is it your innovative approach, your dedication to sustainability, or your outstanding customer service? Identifying these distinct characteristics is critical. Next, think about how these characteristics translate into communication. If your brand is playful and youthful, adopt a conversational and upbeat tone. If it is more about professionalism and trust, a formal and reassuring tone may be more appropriate. The key is authenticity, as your brand voice should feel like an organic extension of your company's personality.

2. Developing Tone of Voice Guidelines

Consistency is essential in branding. Creating detailed tone of voice guidelines is important for ensuring consistency across all channels and team members. These guidelines should address issues such as language style (formal, informal), jargon usage, humor, and emotional tone (inspirational, pragmatic). It is not only important what you say, but how you say it. For example, if your brand voice is friendly and approachable, avoid using complex jargon that may turn off your audience.

3. Brand Personality in Marketing

Injecting your brand personality into marketing efforts helps in creating messages that are not only informative but also engaging and memorable. This could mean using storytelling to convey your brand's values or using a specific style of imagery that reflects your brand's personality. Remember, every piece of content is an opportunity to reinforce your brand voice.

4. Training Your Team

Ensuring that every team member understands and can effectively use your brand voice is important. Regular training sessions, workshops, and providing examples of ideal communication can help in maintaining a consistent voice. Encourage your team to think of the brand as a person and consider how this 'person' would respond in various scenarios.

5. Measuring the Impact on Consumer Engagement and Loyalty

It's vital to gauge how your brand voice resonates with your audience. Tools like social media analytics can provide insights into engagement levels and audience sentiment. Surveys and customer feedback are also invaluable in understanding how your audience perceives your brand. These metrics can guide you in tweaking your brand voice for better alignment with your audience's preferences.

6. Adapting and Evolving

The digital landscape is ever-changing, and so are audience preferences. Your brand voice shouldn't be static. Be open to evolving and adapting it as needed. This doesn’t mean a complete overhaul but rather fine-tuning to stay relevant and connected with your audience.

7. Reflecting Across All Touchpoints

Your brand voice should be evident across all touchpoints – from your website copy and social media posts to customer service interactions and email marketing. Consistency across these channels reinforces your brand identity and helps in building a strong, cohesive image.

Brand Voice Examples: Learning from the Best

Let's examine some examples of effective brand communication:

• Technology: Known for its minimalist, innovative communication, this brand voice aligns perfectly with its cutting-edge products.
• Activewear: Inspiring and empowering, this brand voice goes beyond selling products to motivating its audience.
• Drink Industry: Friendly and joyful, this voice has consistently echoed its message of happiness and togetherness.

In today's crowded marketplace, having a distinctive brand voice is a necessity. It's the essence of your brand's personality, and when done right, it can be a powerful tool in building lasting relationships with your customers. Remember, your brand voice is how you speak to the world, make sure it's a voice that's heard, remembered, and cherished.