Why developing a unique brand voice is the secret sauce to success!
Our world today is inundated with products and services that are constantly clawing for the top stop. They try to accomplish this by trying to outdo each other and best themselves, all the while having their journey documented in the public eye.
As consumers then, we find ourselves in a constant influx of big hoardings, flashing packing and catchy taglines that scream ‘try me’ or ‘me first’. How and what makes a consumer actually prefer a brand depends first on its branding, and then the actual product(s) or service(s).
While the quality of such branded content could be a blog(rant?) topic on its own, we shall keep things brief, and focus on what we can today: Branding, in particular, brand voice.
What is Branding?
Branding is the process of creating a unique identity and personality for a product, service, or company that sets it apart from competitors and connects with customers on an emotional level. This includes developing a brand name, logo, visual elements, messaging, and other aspects of the brand’s personality.
The goal of branding is to establish a positive and recognizable image that builds trust and loyalty with customers and creates a strong position in the marketplace. Effective branding can help to differentiate a brand from competitors, increase brand awareness and recognition, and ultimately drive business growth and success.
What is Brand Voice?
Brand voice is the distinct personality and style of your brand that is reflected in all of your communications, from your website and social media posts to your product packaging and customer service interactions.
It encompasses the values, attitudes, and emotions that your brand wants to convey to its target audience. A well-defined brand voice is consistent and creates a memorable experience for customers, helping them differentiate your brand from competitors.
Brand voice vs tone
Although brand voice and tone are often used interchangeably, they are actually two distinct aspects of a brand’s communication.
While brand voice is the overall personality and style of the brand, the tone is the specific expression of that personality used in a particular message or situation. Brand voice is the larger entity, while the brand tone is the subsect, which may vary depending on the occasion.
For example, a brand with a friendly and approachable voice might use a serious and urgent tone in a message about a product recall.
Having a clearly defined brand voice can benefit your business in several ways. Firstly, it helps to establish your brand’s identity and create a unique position in the marketplace. Secondly, it builds trust and loyalty with customers by providing a consistent and authentic experience across all touchpoints. Finally, it can help to attract and retain employees who share your brand’s values and vision
How to: build a solid Brand Voice
Here are some steps to follow when developing your brand voice:
- Define your brand’s values, mission, and personality traits. These will form the foundation of your brand voice.
- Identify your target audience and their preferences and expectations when it comes to communication style.
- Create a list of adjectives that describe your brand’s personality, such as friendly, authoritative, or innovative.
- Develop guidelines for your brand’s tone in different situations, such as customer service interactions or social media posts.
- Train all employees who interact with customers to use the brand voice consistently.
- Monitor and measure the effectiveness of your brand voice and make adjustments as needed based on customer feedback and market trends.
To summarise, developing a strong brand voice is a critical component of building a successful brand. By following these steps and putting in the effort to create a consistent and authentic experience for customers, you can establish a strong identity that sets your brand apart from competitors and resonates with your target audience.
To get the expert take on branding, brand voice, and visual identity for your brand, contact Matrix Bricks today! We are a leading social media marketing agency, offering services that help you makes your brand creating a lasting impression in your audience’s minds.