Get Your Brand Voice

Brand voice is a way a brand’s personality, values, and tone are consistently communicated to its audience. It includes the distinct ways in which a brand conveys its messages, whether it is via words, images, or verbal. 

Establishing a distinct voice for the brand is an important step in creating consumer recognition, strengthening relationships with consumers on an emotional level, and setting the brand apart from rivals. What makes up a brand’s voice is the following:

• Personality

What gives a brand its message and its personality are the human qualities that it represents. Friendliness, playfulness, professionalism, authority, and innovation are some of the words used to characterise the brand’s persona.

The whimsical and carefree tone that the UK-based smoothie company Innocent Drinks uses is an illustration of this kind of communication.

• Tone

The tone of a brand’s message is the attitude or emotional quality that it conveys. Though it could change based on who’s seeing it, it should always be in line with the character and principles of the brand.

To make complicated ideas more accessible and interesting for users, the commercial communication network Slack uses a casual and conversational tone in its communications. 

• Language 

There are specific words, phrases, and vocabulary choices used by the brand in its communication. Brand personality, values, and intended consumers should all be reflected in it.

For instance, Airbnb highlights the feeling of community and belonging that its platform provides to guests by using inclusive and welcoming language in its marketing materials and website. 

• Purpose

The core mission, values, and beliefs of a brand serve as the foundation for its communication. It guides the communications the brand conveys to its target demographic and explains the company’s purpose beyond financial gain.

One outdoor gear business that uses its brand voice to promote environmental activism and consumer participation in conservation initiatives is Patagonia, which aims to promote environmental sustainability and social responsibility. 

• Consistency

Be consistent across all platforms and touchpoints to keep your brand’s voice effective and memorable. As a result, the brand’s identity is maintained, and its personality, tone, language, and purpose are consistent.

As an example, Coca-Cola’s worldwide marketing efforts always use the same positive and inspiring language to bring people together and bring happiness, no matter where they are or what culture they are from. 

Through meticulously outlining and executing every facet of brand voice, organisations can establish a unique and unforgettable identity that connects with their desired demographic and fosters enduring customer connections. 

What role does brand voice have in marketing and establishing a community? 

Marketing and community development rely heavily on brand voice since it helps create genuine relationships with consumers, strengthens the company’s identity, and encourages trust and loyalty. The role of brand voice in these initiatives is as follows: 

• Uniqueness/Differentiation and Recognition: 

Customers are more likely to remember and associate a brand with its unique voice when compared to similar products. To strengthen brand identity and provide a distinct brand experience that connects with target audiences, it is important to consistently employ language, tone, and personality attributes.

• Developing a Strong Emotional Bond: 

A stronger emotional connection between the brand and its consumers may be achieved through the use of an articulated brand voice. By sharing their views, values, and personality qualities, companies can connect with their audience on a deeper level, which in turn fosters trust, loyalty, and affinity. 

• Consistency in the Brand

To reinforce important messages and maintain a consistent brand identity, brand voice makes sure that all marketing channels and touchpoints are consistent. Keeping in constant contact with customers helps solidify their perception of the brand and increases the likelihood that they will remember it.

• Interaction and Engagement

People are more likely to interact with marketing material when it has an engaging voice. A brand’s voice, whether expressed in words, images, or video, has the power to engage audiences, encourage participation, and ultimately lead to conversions like buying or sharing. 

• Fostering a Community 

People who identify with the brand’s personality and principles feel more connected to the brand and its community when the brand speaks to them in their voice. Brands may build communities of devoted customers who will go to great lengths to promote the company and its goods and services by arranging for enjoyable shared experiences and encouraging meaningful dialogues. 

• Trustworthiness and Sincerity 

The legitimacy and trust of a brand are enhanced when its voice is genuine and authentic. Brands may show their consumers they are genuine and trustworthy by being open and honest in their communications, which reassures them that they will be met with their demands and promises. 

• Customer Loyalty and Promotion

By establishing rapport with consumers over time and encouraging good feelings about the company, a powerful brand voice increases consumer loyalty and advocacy. Loyal customers who have an emotional connection to a brand are more inclined to spread the word about it and become champions for it among their friends and family.

More Examples

Using a variety of senses, the following are some examples of brand voice elements: 

• Written Content

Nike’s “Just Do It” slogan is an example of persuasive copy that reflects the inspiring and empowering tone of the brand. 

• Communicating Verbally 

As an example of an accessible marketing voice, consider Southwest Airlines flight attendants and their famously cheerful and hilarious on-board remarks. 

• Words 

Words like “happiness,” “togetherness,” and “refreshment” used by Coca-Cola in their ads show that they are an inclusive and positive company. 

• Aural Impressions

A memorable sound element that serves to both establish and maintain the brand’s presence is Intel’s classic five-note jingle (“Intel Inside”). 

• Images

The aspirational and refined tone of the Apple brand is reflected in the company’s ads, which include high-quality visual imagery and minimalist, clean product designs. 

• Ambience Lighting 

The warm and pleasant lighting that permeates the coffee shops complements the welcoming and community-oriented tone of the Starbucks brand well.

• Taste

Ben & Jerry’s flavour names, such as “Chunky Monkey” and “Phish Food,” are an example of the brand’s whimsical and irreverent attitude when it comes to taste. 

• Touch

By appealing to the sense of touch, the rich texture of Dove’s nourishing body washes and lotions promotes the brand’s message of skin nutrition and care. 

• Graphical/ Visual Components

A company with an inclusive and great visual storytelling voice is Airbnb, which uses colourful and varied imagery to highlight one-of-a-kind lodgings and experiences. 

These examples show how businesses use different sensory aspects to show their personality and speak to their target audience in a way that is memorable and engaging.

• Conclusion

Brand voice is an effective marketing and community-building strategy that helps companies stand out, connect with consumers on an emotional level, be consistent, increase engagement, create a sense of belonging, and earn customers’ trust and loyalty. Organisations may achieve success by connecting with their audience, communicating their values, and building meaningful connections through the use of a unique and genuine brand voice.