Think of a brand voice as one person standing out in a crowded room. This person has a distinct personality, unique way of speaking, can connect with you on a personal level, and a certain style that makes them memorable. That’s the power of a strong brand voice.
Brand voice is more than just the words you use. It’s the personality that shines through all your brand communications, from website copy to social media posts. It’s the unique way your brand speaks and interacts with your target audience.
Another way to look at it is like your brand’s fingerprint – a combination of your mission statement, core values, and target audience.
A strong brand voice:
- Builds trust: Consistent communication fosters familiarity and reliability
- Creates distinction: It sets you apart from competitors in a crowded marketplace
- Connects with your audience: People resonate with brands that share their values and speak their language
Let’s explore the definition of brand voice, how it differs from brand tone, some brand voice examples, and steps to identifying your unique personality and voice!
Brand Voice vs. Brand Tone
A brand voice is an entire personality. If you think of your friends’ personalities, they make them who they are and don’t change overnight. But what can and does change is their tone and how they react to certain situations or environments.
Same goes for a brand – brands have a voice (i.e. personality) that differentiates them from others and reflects their true character. A brand’s tone is the emotional response a brand takes to communicate with an audience. The tone is where a brand can evaluate how their target audience is feeling and provide a level of empathy if necessary.
To summarize:
Brand voice = brand personality
Tone = brand’s emotional response to various scenarios
Companies with a Strong Brand Voice
- Mailchimp: Helpful, supportive, optimistic, and approachable.
- Harley-Davidson: Rugged, rebellious, and adventurous.
- Skittles: Playful, colorful, and full of unexpected humor.
- Slack: Friendly, casual, and promotes a fun work environment.
How to Develop Your Brand Personality
Your brand voice will convey that personality everywhere it speaks, in assets such as:
- Advertising (online, TV, radio)
- Company website
- Internal communications
- Emails and newsletters
- Social media posts and videos
- Earned press and press releases
Here’s how to find your unique voice and make it sing across all of your brand communications:
1. Define Your Brand Identity:
Mission Statement and Core Values: What is your company’s mission? What brand values guide your decisions? Understanding these foundational elements helps shape your brand voice.
Target Audience: Who are you trying to reach? Consider their demographics, interests, and communication style.
2. Craft a Brand Voice Style Guide:
Personality Traits: Describe your brand’s personality using words like “playful,” “authoritative,” or “approachable.”
Tone of Voice: Will your brand voice be formal, casual, playful, or humorous?
Word Choice: Identify specific words, phrases, and brand messaging that embody your brand voice.
Brand Guidelines: Establish voice guidelines (like a template) for other team members or freelancers to reference and follow for digital content and marketing initiatives.
3. Ensure Consistency Across Channels:
Marketing Materials: Your brand voice should be consistent across all marketing materials, from website copy to LinkedIn posts and email marketing campaigns (think Mailchimp!). This creates a seamless brand experience for your audience.
Tips for Small Businesses
Develop buyer personas: Creating detailed profiles of your ideal customers can help you tailor your brand voice to resonate with them.
Involve your team: Ensure everyone who interacts with customers understands and uses the brand voice consistently.
The Takeaway: Brand Voice Matters
Developing a strong brand voice is an investment in your long-term marketing strategy. It helps you build trust, foster customer loyalty, drive positive brand experiences, and ultimately drive brand recognition.
While you should have a consistent brand voice, it is not static. It can evolve over time as your brand grows, but it should always reflect your company’s values and resonate with your target audience. So find your voice, use it with confidence, and watch your brand stand out from the crowd.
If brand voice isn’t a line item on your broader content marketing strategy, it’s not too late! Start building your brand voice today.