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Brand Voice
Business Branding
Brand Identity
Consistent Voice
Audience Engagement
ARTICLE #92
Table of contents
Choosing the right brand voice for your business
Brand Voice
Business Branding
Brand Identity
Consistent Voice
Audience Engagement
Written by:
3 min read
Updated on: August 20, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Everyone has a personality that is completely different from others. In the same way, we can define a brand’s voice as its personality. Your brand voice is the medium for your consumers to judge you, differentiate yourself from others, and engage with you.
So, make sure that you choose a unique brand voice that reflects the core values, principles, and ideation of your brand. This blog will discuss all the steps and tips you need to follow if you are creating your brand voice.
Everyone has a personality that is completely different from others. In the same way, we can define a brand’s voice as its personality. Your brand voice is the medium for your consumers to judge you, differentiate yourself from others, and engage with you.
So, make sure that you choose a unique brand voice that reflects the core values, principles, and ideation of your brand. This blog will discuss all the steps and tips you need to follow if you are creating your brand voice.
Everyone has a personality that is completely different from others. In the same way, we can define a brand’s voice as its personality. Your brand voice is the medium for your consumers to judge you, differentiate yourself from others, and engage with you.
So, make sure that you choose a unique brand voice that reflects the core values, principles, and ideation of your brand. This blog will discuss all the steps and tips you need to follow if you are creating your brand voice.
Focus on your target audience
Focus on your target audience
Focus on your target audience
The target audience always comes first whenever we create a new brand strategy, and the same goes for the brand voice. Study the age, gender, demographic, and psychological aspects of your target audience and make sure to understand their requirements. You can create buyer personas for this. These can help you analyse how people will react to your brand voice, tone, and message.
After analysing your target audience, you can think of a brand voice that resonates with them. For example, if you are targeting corporate professionals, then your brand voice must also align with their tone. You will choose a formal, straightforward, and professional approach.
The target audience always comes first whenever we create a new brand strategy, and the same goes for the brand voice. Study the age, gender, demographic, and psychological aspects of your target audience and make sure to understand their requirements. You can create buyer personas for this. These can help you analyse how people will react to your brand voice, tone, and message.
After analysing your target audience, you can think of a brand voice that resonates with them. For example, if you are targeting corporate professionals, then your brand voice must also align with their tone. You will choose a formal, straightforward, and professional approach.
The target audience always comes first whenever we create a new brand strategy, and the same goes for the brand voice. Study the age, gender, demographic, and psychological aspects of your target audience and make sure to understand their requirements. You can create buyer personas for this. These can help you analyse how people will react to your brand voice, tone, and message.
After analysing your target audience, you can think of a brand voice that resonates with them. For example, if you are targeting corporate professionals, then your brand voice must also align with their tone. You will choose a formal, straightforward, and professional approach.
Decide your brand tone and personality
A brand must also understand its own values and message to create a suitable brand voice. For example, a toy company will choose a brand voice that is funny, inviting, and light. Its purpose is to attract children’s attention. Setting a broody, formal and authoritative tone for a toy company will only confuse the consumers.
This statement shows that brand voice develops an emotional connection with your consumers that makes your products or services more relative to them. 76% of consumers have said they will shop from a brand they feel connected to instead of their competitor. It also shows the importance of making yourself stand out in the crowd.
A brand must also understand its own values and message to create a suitable brand voice. For example, a toy company will choose a brand voice that is funny, inviting, and light. Its purpose is to attract children’s attention. Setting a broody, formal and authoritative tone for a toy company will only confuse the consumers.
This statement shows that brand voice develops an emotional connection with your consumers that makes your products or services more relative to them. 76% of consumers have said they will shop from a brand they feel connected to instead of their competitor. It also shows the importance of making yourself stand out in the crowd.
A brand must also understand its own values and message to create a suitable brand voice. For example, a toy company will choose a brand voice that is funny, inviting, and light. Its purpose is to attract children’s attention. Setting a broody, formal and authoritative tone for a toy company will only confuse the consumers.
This statement shows that brand voice develops an emotional connection with your consumers that makes your products or services more relative to them. 76% of consumers have said they will shop from a brand they feel connected to instead of their competitor. It also shows the importance of making yourself stand out in the crowd.
Study your competitors
To create a distinctive brand voice, you must also know what is already present in the market, what market trends are, and what your competitors are doing. Basically, everything that explains what you will be differentiating yourself from.
Notice how your competitors are interacting with their audience, track any loopholes in their branding strategy, and use this to your advantage. You can do this by checking the engagement level on their posts, how consumers are reacting to their updates, and what is the sentiment in audience feedback. These metrics will help you create a distinctive voice that will make your product pop from the rest.
To create a distinctive brand voice, you must also know what is already present in the market, what market trends are, and what your competitors are doing. Basically, everything that explains what you will be differentiating yourself from.
Notice how your competitors are interacting with their audience, track any loopholes in their branding strategy, and use this to your advantage. You can do this by checking the engagement level on their posts, how consumers are reacting to their updates, and what is the sentiment in audience feedback. These metrics will help you create a distinctive voice that will make your product pop from the rest.
To create a distinctive brand voice, you must also know what is already present in the market, what market trends are, and what your competitors are doing. Basically, everything that explains what you will be differentiating yourself from.
Notice how your competitors are interacting with their audience, track any loopholes in their branding strategy, and use this to your advantage. You can do this by checking the engagement level on their posts, how consumers are reacting to their updates, and what is the sentiment in audience feedback. These metrics will help you create a distinctive voice that will make your product pop from the rest.
Create a unified brand voice
After analysing and tracking every factor, you can now create a brand voice that stands out from the rest and explains your brand’s identity. You will make sure that your brand voice is relevant to your target audience, is different from that of your competitors, and is consistent on all platforms.
Importance of consistency in brand voice
90% of consumers believe that they should get a similar experience across all channels of the same brand. Consistency in your branding voice will help your brand in multiple ways. It will make your brand easily recognisable. Your audience knows the tone and style of your brand messaging, so they will easily recognise you. Your consumers will relate to your brand and develop an emotional connection. All these things increase brand loyalty and consumer engagement.
Under consideration of all these factors, it is also important to understand that if your brand voice is witty, funny, or casual, then for the sake of consistency, you should never use this tone in formal matters. Adopt a formal tone for formal matters.
After analysing and tracking every factor, you can now create a brand voice that stands out from the rest and explains your brand’s identity. You will make sure that your brand voice is relevant to your target audience, is different from that of your competitors, and is consistent on all platforms.
Importance of consistency in brand voice
90% of consumers believe that they should get a similar experience across all channels of the same brand. Consistency in your branding voice will help your brand in multiple ways. It will make your brand easily recognisable. Your audience knows the tone and style of your brand messaging, so they will easily recognise you. Your consumers will relate to your brand and develop an emotional connection. All these things increase brand loyalty and consumer engagement.
Under consideration of all these factors, it is also important to understand that if your brand voice is witty, funny, or casual, then for the sake of consistency, you should never use this tone in formal matters. Adopt a formal tone for formal matters.
After analysing and tracking every factor, you can now create a brand voice that stands out from the rest and explains your brand’s identity. You will make sure that your brand voice is relevant to your target audience, is different from that of your competitors, and is consistent on all platforms.
Importance of consistency in brand voice
90% of consumers believe that they should get a similar experience across all channels of the same brand. Consistency in your branding voice will help your brand in multiple ways. It will make your brand easily recognisable. Your audience knows the tone and style of your brand messaging, so they will easily recognise you. Your consumers will relate to your brand and develop an emotional connection. All these things increase brand loyalty and consumer engagement.
Under consideration of all these factors, it is also important to understand that if your brand voice is witty, funny, or casual, then for the sake of consistency, you should never use this tone in formal matters. Adopt a formal tone for formal matters.
Create a brand voice guideline
When you have created a brand voice, you should create a guideline that includes every requirement, direction, and rule about the brand voice your employees should choose for different channels and purposes.
The employees are the advocates of your brand. When they have a proper guideline to follow, it will ensure consistency in your brand voice throughout your social media channels. It is obvious that the financial team is expected to use a different brand voice than the social media team. The main thing is that both teams are aware of your brand’s value and message and must be consistent in delivering that. Also, it is important to train them properly on your brand voice and how to use it.
When you have created a brand voice, you should create a guideline that includes every requirement, direction, and rule about the brand voice your employees should choose for different channels and purposes.
The employees are the advocates of your brand. When they have a proper guideline to follow, it will ensure consistency in your brand voice throughout your social media channels. It is obvious that the financial team is expected to use a different brand voice than the social media team. The main thing is that both teams are aware of your brand’s value and message and must be consistent in delivering that. Also, it is important to train them properly on your brand voice and how to use it.
When you have created a brand voice, you should create a guideline that includes every requirement, direction, and rule about the brand voice your employees should choose for different channels and purposes.
The employees are the advocates of your brand. When they have a proper guideline to follow, it will ensure consistency in your brand voice throughout your social media channels. It is obvious that the financial team is expected to use a different brand voice than the social media team. The main thing is that both teams are aware of your brand’s value and message and must be consistent in delivering that. Also, it is important to train them properly on your brand voice and how to use it.
Implement your brand voice in marketing materials
Once you've defined the brand voice guidelines, implement them in your marketing materials. This means using the described brand voice consistently in each type of content: a social media post, website copy, email, or advertisement. The tone should represent your brand's personality and values to the audience.
A consumer is more likely to engage with a brand that uses the same tone and style. So, following your brand voice across all marketing documents will establish brand awareness and customer loyalty.
Once you've defined the brand voice guidelines, implement them in your marketing materials. This means using the described brand voice consistently in each type of content: a social media post, website copy, email, or advertisement. The tone should represent your brand's personality and values to the audience.
A consumer is more likely to engage with a brand that uses the same tone and style. So, following your brand voice across all marketing documents will establish brand awareness and customer loyalty.
Once you've defined the brand voice guidelines, implement them in your marketing materials. This means using the described brand voice consistently in each type of content: a social media post, website copy, email, or advertisement. The tone should represent your brand's personality and values to the audience.
A consumer is more likely to engage with a brand that uses the same tone and style. So, following your brand voice across all marketing documents will establish brand awareness and customer loyalty.
Monitor engagement and customer responses
Monitoring the engagement and the customers' responses will let you analyse how much your audience resonates with your brand voice. You can track engagement metrics, such as likes, shares, comments, and conversion rates, and you can do it by using analytics tools. 83% of consumers feel that they feel more loyal to a brand that responds to their questions and resolves their complaints.
You must regularly check how customers react to your brand voice. If you notice that customer engagement is low, try to change your brand messaging strategy or enhance the tone of your brand voice. You should make it more relevant to your audience to increase engagement and relevancy.
Monitoring the engagement and the customers' responses will let you analyse how much your audience resonates with your brand voice. You can track engagement metrics, such as likes, shares, comments, and conversion rates, and you can do it by using analytics tools. 83% of consumers feel that they feel more loyal to a brand that responds to their questions and resolves their complaints.
You must regularly check how customers react to your brand voice. If you notice that customer engagement is low, try to change your brand messaging strategy or enhance the tone of your brand voice. You should make it more relevant to your audience to increase engagement and relevancy.
Monitoring the engagement and the customers' responses will let you analyse how much your audience resonates with your brand voice. You can track engagement metrics, such as likes, shares, comments, and conversion rates, and you can do it by using analytics tools. 83% of consumers feel that they feel more loyal to a brand that responds to their questions and resolves their complaints.
You must regularly check how customers react to your brand voice. If you notice that customer engagement is low, try to change your brand messaging strategy or enhance the tone of your brand voice. You should make it more relevant to your audience to increase engagement and relevancy.
Adjust your brand voice according to market trends
Knowing when to evolve your brand voice according to the changing market trends is important to stay relevant. As the needs and desires of customers change, you also have to modify your brand voice and messaging.
For example, the rise of social media platforms has changed how brands have now adopted a more informal and conversational style. This is because 65% of consumers prefer a brand that engages with them in a casual tone.
Knowing when to evolve your brand voice according to the changing market trends is important to stay relevant. As the needs and desires of customers change, you also have to modify your brand voice and messaging.
For example, the rise of social media platforms has changed how brands have now adopted a more informal and conversational style. This is because 65% of consumers prefer a brand that engages with them in a casual tone.
Knowing when to evolve your brand voice according to the changing market trends is important to stay relevant. As the needs and desires of customers change, you also have to modify your brand voice and messaging.
For example, the rise of social media platforms has changed how brands have now adopted a more informal and conversational style. This is because 65% of consumers prefer a brand that engages with them in a casual tone.
Frequently Asked Questions
What's the difference between brand voice and brand messaging?
The brand voice expresses the style and personality of your overall communication, whereas brand messaging includes key messages like your value proposition and key selling points.
How do I know if my brand voice style resonates with my audience?
You can test your brand voice through A/B tests on marketing materials or social media posts and checking feedback from surveys or observing which styles drive more engagement and audience interaction.
Can you update your brand voice with time?
Yes, you should. A brand voice is meant to change with your business policies, industry trends, and the requirements of your target audience.
Conclusion
In today’s competitive market, developing an authentic, unique, and consistent brand voice is a must if you want to create a strong brand identity. When you know your target audience and adjust your tone of voice according to the values of your brand, you are able to create a compelling brand that resonates with your clients.
You must also keep in mind that a brand voice is never permanent, but it can change to keep up with market trends and consumer preferences. So, you should be open to making adjustments and updates in case of any change in market trends or audience preferences. It helps to keep your brand different from competitors and relevant in the market.
Frequently Asked Questions
What's the difference between brand voice and brand messaging?
The brand voice expresses the style and personality of your overall communication, whereas brand messaging includes key messages like your value proposition and key selling points.
How do I know if my brand voice style resonates with my audience?
You can test your brand voice through A/B tests on marketing materials or social media posts and checking feedback from surveys or observing which styles drive more engagement and audience interaction.
Can you update your brand voice with time?
Yes, you should. A brand voice is meant to change with your business policies, industry trends, and the requirements of your target audience.
Conclusion
In today’s competitive market, developing an authentic, unique, and consistent brand voice is a must if you want to create a strong brand identity. When you know your target audience and adjust your tone of voice according to the values of your brand, you are able to create a compelling brand that resonates with your clients.
You must also keep in mind that a brand voice is never permanent, but it can change to keep up with market trends and consumer preferences. So, you should be open to making adjustments and updates in case of any change in market trends or audience preferences. It helps to keep your brand different from competitors and relevant in the market.
Frequently Asked Questions
What's the difference between brand voice and brand messaging?
The brand voice expresses the style and personality of your overall communication, whereas brand messaging includes key messages like your value proposition and key selling points.
How do I know if my brand voice style resonates with my audience?
You can test your brand voice through A/B tests on marketing materials or social media posts and checking feedback from surveys or observing which styles drive more engagement and audience interaction.
Can you update your brand voice with time?
Yes, you should. A brand voice is meant to change with your business policies, industry trends, and the requirements of your target audience.
Conclusion
In today’s competitive market, developing an authentic, unique, and consistent brand voice is a must if you want to create a strong brand identity. When you know your target audience and adjust your tone of voice according to the values of your brand, you are able to create a compelling brand that resonates with your clients.
You must also keep in mind that a brand voice is never permanent, but it can change to keep up with market trends and consumer preferences. So, you should be open to making adjustments and updates in case of any change in market trends or audience preferences. It helps to keep your brand different from competitors and relevant in the market.
ARTICLE #92
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ee@for.co
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