It used to be the case that any product or service you discovered came with an informative, serious tone to it. But after years of marketing research and customer analysis, companies are now realising that brand voice is a huge factor in the success of a sale or service and is also a key element of brand identity. We now find restaurants using sarcastic slogans, or beauty articles poking fun. Depending on the industry and business you work in, every brand voice will take a different approach, but mastering your voice can create clear branding and greatly improve customer communication.
What is a brand voice?
Brand voice is the way you talk to your customers. This technique is determined by your brand’s style of communication and core values. Your brand voice should be directed to your target audience and is created in a style which reflects your specific persona, whether that be authoritative, fun, intellectual, ominous, caring or humorous.
Why brand voice is important for business
Most customers and business minds know that communication is key, and in order for your brand to form meaningful connections, this needs to be delivered. When a brand voice and tone are set, your audience will understand your brand clearer and be able to engage in conversation with your specific brand archetypes.
The brand voice used through marketing materials, customer service, web content and advertising ultimately represents your brand’s personality. Not only does this have the power to demonstrate core values, but it can also have a great impact on retaining customers. If consumers feel connected to a company, the relationship will only strengthen.
Creating your brand voice
Creating a brand voice is easy, and finding out which technique works best for you as a brand and your customers is a personal journey. Here are some key aspects to consider when planning and implementing a brand voice.
Target audience
One of the most important things to consider when creating a brand voice is your target audience. How do they interact and what type of language do they commonly use? As your audience is who you’re trying to connect with, using language that they can relate to and understand is crucial. For instance, if you’re trying to grab the attention of the younger generation, using chatty language through social media might be a good idea.
Company values and persona
The way you speak and communicate reflects greatly on the brand as a whole. Similar to when we speak in real life, tone of voice and language use can have endless connotations. Deciding on how you want your brand to be perceived will help dictate how you also want to interact. If you have particular values or morals that you want to put across, brand voice is a great way to do so. For example, if you want your audience to see your brand as factual and reliable, you might opt for a more serious tone, using facts and statistics in your content.
Keeping consistency
Once you have decided on the approach you want to take, keeping consistent with this will truly strengthen your brand identity and morals. Making sure you use the same tone and voice across all platforms will not only create a distinct feel but will also ensure that your customers associate your name with a particular vibe. Make sure to use the same technique through web copy, social media, marketing, customer support, packaging, blogs and branding.
Branding with Imaginaire
We’re a creative branding agency in Nottingham, helping you create a brand identity that customers remember and feel familiar with.
Our branding clients tend to fall into two categories:
The new business: you’re setting up a new company and need to look good from day one
The existing business: your brand has been there for a while and it needs a refresh
Whichever, we can help you create something special and will work with you collaboratively to build an initial concept and then fine-tune that into your final brand identity document.
Contact us today and let’s talk about your branding project!