Tuesday, March 08, 2022 | By: Taylor Boone
The consumer metrics don't lie. 86% say being authentic is key in supporting a brand and 81% will buy based on brand trust.
This results for the company
increased revenue 33% from brand-consistent activities and value increased over 20% for brands. Sp does the Brand voice really matter?
You BET!
So What Is Brand Voice?
Brand voice is the distinct personality a brand takes on in its communications.
Imagine you went to a dinner party and you’re chatting with all the guests.
One person stands out because they’re great at storytelling in a distinctive, unique way.
The flow of their words, the language they used and their personality, charisma all combined to make for a memorable experience.
In fact, when you’re retelling that story, you immediately think of that person.
Now take that dinner guest into a brand voice. Who is your brand online?
If your brand was a person, what personality traits would they take on and what would they actively avoid?
What phrases and stylistic choices does your brand use on a consistent basis?
All of the above combine to create your brand voice.
This personality is applied to everywhere your brand speaks, including newsletters,
social media posts, and advertising.
Document everything & be consistent
Just like your visual brand guide and your brand voice needs documentation, too.
Personality traits, common vocabulary, brand phrases and most importantly, examples.
Audit your current voice
Need some inspiration on what your brand personality should be?
Take a look at your current communications.
Note how your target audience interacts with you and how they speak. What voice traits do your top-performing posts and newsletter issues have in common?
From here, you’ll be able to note what your brand’s personality currently is and then begin the process of brainstorming more traits that you want to emulate.
Identify your audience and personas
Another way of formulating your brand voice is by seeing who your audience and marketing personas are.
If your target audience is younger, you’ll want to use language that resonates with them.
Using language familiar to an older generation will only serve to alienate your younger audience.
As you work through your audience and personas, list out traits and common vocabulary you want to take on as a brand.
A West-coast brand with a West-coast target audience will take on regional slang.
A piece of advice: don’t stray too far away from your brand’s current operations. You want to present your voice authentically and not robotically or give the appearance of just chasing trends.
Your Tone
Brand voice is what you say and brand tone is how you say it.
Your tone may vary between audiences, so it’s a good idea to document when to use certain tones in certain situations.
The excited way you announce a new product won’t be the same tone you take on when responding to a customer complaint.
Identify common scenarios you come across as a brand and categorize them into the different tones you would take on.
Sample of brand tone Bold Inspiring Authentic
Review Adapt
Developing a brand voice is not a one-time effort. It should be reviewed and refined.
Language evolves and the words you used five years ago might not work today.
Without a consistent check in on your brand voice, you risk sounding out of date or out of touch with current events.
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