No one knows what it is, but everyone can feel when it’s right.
We spend years developing our personality types and special traits. It’s what makes us who we are and different from everyone else. Some of us like sports, while others enjoy reading or putting together puzzles on a rainy day. Some like to have their hair long and some like it short, crazy coloured or even none at all. There are so many ways people act upon their personality showcasing who they really are, so why is it different when it comes to creating a voice for a brand or business?
This is indeed a trick question. Discovering a brand voice is like building upon your own personality.
“Personality is defined as the characteristic sets of behaviours, cognitions, and emotional patterns that evolve from biological and environmental factors. While there is no generally agreed-upon definition of personality, most theories focus on motivation and psychological interactions with one’s environment.”
So with that being said, why is it that a lot of businesses forget to work on their brand voice? Although no one knows what it is, everyone can feel when it’s right or not quite right. Once you have visual branding you need to work on the words and tone of voice as this is the way you will be communicating with your customers and we all know that communication is key. More so than ever right now!
Brand voice is the consistent expression of a brand’s core messages, values, and personality through the purposeful use of words and prose styles.
For example; we all know and love the brand Dove, as their voice is empowering and uplifting, but we are also fascinated by the brand Skittles. Not only are they a yummy treat, but their branding and especially their brand voice is so far out there, it’s in another galaxy. Both these companies have a defined voice which is heard across multiple platforms each and every day. These platforms are all different but all have the same thing in common – consistency! This is found in both Brand Voice and imagery no matter if it’s seen, heard or read in print media.
Creating an appealing Brand Voice will not only distinguish you between your competitors, but also reach out to the audience you wish to attract. You want to be heard, but you also need to know what they like and want. It is the linguistic representation of all the individual elements that make up your brand and manage how that brand is perceived by the consumers who are aware of – or interact with – your brand and its products in any way.
A key component to remember when creating a voice is not to rush the process. It is for you to enjoy as well as your clientele. Having a unique and differentiated brand voice which can be recognized by the customer is essential for your brand or business as long as it is liked by the customer, as this is the way you will interact with them via online and offline engagement.
These areas of engagement include:
- Calls to Action
- Online Social Captions
- Direct Messages
So with all of that being said, creating a successful Brand Voice is all about establishing a tone that speaks directly to your consumers and tying it together with your brand image to make it all complete.
The outcome of developing an authentic Brand Voice is that you will be attracting the right kind of audience for your business. Audience that receives the biggest value out of your products and services and loves what you do!
Your brand voice is the personal and honest tone that keeps your customer base happy and connected. It’s true personality is shining through and now your engagement with your audience is coherent and consistent. That being said, your brand should also be slightly flexible to accommodate major outside events and circumstance changes.
Getting clarity on our clients Brand Voice is an essential step when we develop our clients social media strategies, so if your business needs help with Brand Voice development we’d love to help!
Book your free 15 minute Zoom consultation to get started!