A brand voice is a way a company conveys the main values and principles, the style of communication with customers. It helps businesses stand out and establish their presence in the market.
In this article, we’ll unveil the importance of brand voice and compare brand voice and tone. We’ll also find out how to create a brand voice for your company and explore several great examples.
Why is brand voice important?
To establish strong relationships with the target audience, brands need to be heard. A clear brand voice enables people to get acquainted with a company and understand it. On the other hand, businesses can start a dialogue with consumers.
Brands can demonstrate their main values and goals. A brand voice is necessary for conveying the right brand personality which helps customers identify a company and perceive it positively. It can guide the target audience through the brand’s culture and qualities. A strong brand voice is a must if a business owner wants its brand to be recognizable.
After a company obtains responses, it can find out the type of audience it engages with. A business can deliver the necessary content, determine the way of communication, and meet customers’ needs. Strong relationships with consumers allow brands to improve organic traffic and deliver the right messages to the target market.
Now that you are aware of the importance, it’s time to make the difference between brand voice and tone clear since these two terms are often misinterpreted.
Brand Voice vs Tone
Although some people use the two terms interchangeably, they suit different situations and purposes. Let’s discover the characteristics of brand voice and tone to differentiate them easily.
A brand voice is a reflection of the values you stand for. They communicate your brand personality. Brand voice defines the way you share your point of view, values, and goals with your customers. It helps businesses stand out and let customers recognize a certain company.
A brand tone is a way a brand communicates with its customers. It encompasses the style of communication, appropriate words, and emotional tone. A tone can change depending on the situation.
Now when the difference is clear, let’s proceed to the next section to find out the steps necessary to develop an exclusive brand voice.
How to create your unique brand voice?
To promote your product across all marketing channels and stand out, you need a strong brand voice. We’ll now review the steps that will guide you through the process of developing one for your business.
- See your mission statement. To communicate your message to your customers, the personality of your company should convey the values of your company. By reviewing your mission statement, you can make sure that it contains your key values. Afterward, you can easily decide how to choose the right efforts to communicate values clearly through the main marketing channels.
- Revise existing content. If you already have a website and channels that promote your brand, it’s time to revise your content. By analyzing your website, blog posts, ads, posts on social media, you have an opportunity to check your brand for consistency. It will help you figure out whether your messaging suits the main goal of your company. To find out what resonates with your customers the most, you need to look through the content that has the highest level of engagement.
- Run a poll. If your brand already has customers, you need to get to know them and the way they see your company. For this purpose, you need to conduct a survey asking your target audience questions that might be helpful in creating an appropriate brand voice and messaging. Consider using special tools like SoGoSurvey or SurveyMonkey to create a professional survey. Try to gain huge exposure to your poll by sharing it on social media and distributing it across the most effective communication channels.
- Create a chart. To make a consistent brand personality and voice, you need to create a special chart. Think of 3-4 words that represent your company’s character and make a chart. The traits you select should be explained. The chart should include arguments that support characteristics and whether they should be conveyed to the audience through different marketing efforts.
- Develop guidelines to maintain brand consistency. To make sure that your team produces consistent high-quality content, you need to create guidelines. This way, your company’s departments will be able to comply with your standards and be consistent in different situations. As a result, you’ll have a company that moves to success.
It’s time to get inspired from the examples below to create a unique brand voice.
Examples of Inspiring Brand Voice
Brand voice allows businesses to consistently communicate their main ideas and messages. Communication is key to reaching your target audience and increasing your customer base. Let’s now consider several great examples of brand voices that won people’s hearts.
Tiffany is a bright example of elegance. The brand’s team efficiently manages to communicate Tiffany’s brand message by using witty, classic, and elegant brand voice. In social media posts and different advertising campaigns, you can notice that the company is consistent in its voice. The brand has a strong presence on social media thanks to its established tone of voice and its team of professionals. As a result, people are ready to pay a high price for Tiffany’s high-quality and elegant jewelry.
Nike’s “Just do it” slogan is probably the most recognizable. Powerful, exciting, cool, inspiring, and spirited are words that describe its brand personality. The company manages to encourage athletes to reach their goals making every possible effort with the help of its leading brand voice.
The motor company is famous for its strong and rough brand voice. It communicates its message by using a confident, rugged, and strong tone of voice. Harley-Davidson speaks to its target audience, rebellious and bold people. With its voice, the brand succeeds in evoking confidence, masculinity and encourages bold actions.
Congrats, now you know the importance and examples of brand voice, how to establish a killer brand voice, and the difference between a brand voice and tone.
- This article defines the term and unveils how to create a successful brand voice.
- In this article, you’ll find 5 tips for developing your brand voice.
- This article provides readers with examples.
Last Updated: 14.09.2021