There must have been a time you stumbled on content on social media, and without even glancing at the logo or brand name, you knew which brand it belonged to. It happened not because you were smart or had exceptional memory – but because of a well-defined and unique brand voice that has been used consistently across the brand’s touch points.
When it comes to branding, it is necessary to focus on visuals, but it’s also important to note that brand identity transcends visuals. Having a unique brand voice is one easy way to stand out and be memorable.
What is a brand voice, and why does it matter?
Brand voice is how a brand communicates to its audience across all mediums. It includes your tone, style, choice of words, etc. It’s a consistent voice that helps your brand to be remembered or identified.
Think of it as a verbal expression of your brand’s identity. Just as different people have distinct voices that convey their personality, values, etc. your brand should also have a voice that communicates who they are and what they stand for.
You may be wondering why a brand voice matters. It matters because it builds emotional connection and trust with your audience. Customers are always busy with a lot of content from countless brands, and having a defined voice helps you to stand out and create a memorable impression that resonates with your target audience.
It’s not just what you say. It’s how you say it.
9 approaches to developing a unique brand voice.
1. Understand your brand’s vision and mission
What is your company trying to achieve? What is the mission? How do you plan on getting there? By fully understanding your brand’s vision and mission, you align your brand voice with your goals and values. Your brand’s mission will affect your brand tone/voice.
2. Know your target audience inside out
You need to know your target audience like the back of your hand. And this can only happen when you study them carefully. What are their needs, desires, and pain points?
Once you’ve found the answers to these questions, you tailor your brand message to speak directly to them in a way that feels real.
3. Imagine your brand as a person
Just like individuals, brands have personalities. You need to ask yourself – If your brand were a person, what kind of person would it likely be? Would you be funny? Or very formal? Or sassy? Or outspoken? Or playful? Or serious? Or authoritative?
Define a few key traits that cover your brand’s personality, and let these guide your voice across all touch points.
4. Identify your competitive advantage
What advantage does your brand have? Do you have something your brand offers that your competitors do not? What are your strengths?
Highlight your unique selling points in your brand voice. Anything that gives you an advantage over competitors should be heard in your brand voice.
5. Listen and learn from your audience
If there is anything that affects some brands, it’s this – they do not listen to their clients. You need to listen and learn from your clients, especially learning the language they use. The most important voice is your client’s voice.
Listen attentively to what they say and how they say it. Build your brand voice/message around those words and see how the magic works!
6. Review your past and existing content
Are there contents that have worked more than others? Identify what worked and what didn’t work. Gather the insights you get from here and use them to refine your brand voice and ensure you are consistent with it.
7. Understand your why
Think about what motivates your brand. What purpose does your brand serve? These are the basis for creating a unique brand voice. Take time to understand why your brand is doing what it’s doing. Also, take note of the how and what. It will help you create an authentic brand voice.
8. Teach your employees to speak like the brand
If everyone in the organization fully understands the company’s vision and mission, speaking like the brand would not be an issue. The vision, mission, and values are all connected to the brand voice.
All the employees should be able to understand the brand promise, communicate, and act on it.
You can provide training and guidelines for your employees to ensure they understand and consistently apply the brand voice in their interactions with customers and prospects.
9. Make your brand voice consistent.
Your brand voice isn’t something you just create and use once. You must ensure it is heard across all your brand’s touch points.
When you become consistent with your brand voice, it becomes easier for your audience to recognize, familiarize, and engage with your content.
You can develop a style guide that outlines key elements in your brand voice. It doesn’t end there. You also need to regularly review and update the style guide to reflect any changes made to the brand identity or communication strategy.
At Clarylife, we understand the importance of developing a strong brand voice that compliments your brand’s identity. Contact us to learn more about our branding services and how we can help you create a solid brand identity.
Remember, it’s not just what you say; it is how you say it!