A solid first impression can do wonders for your brand. But did you know that a strong brand voice can help you make a lasting impression and maintain a relationship with your customers?
Circumstances change, products come and go, and trends rise and fall – clever businesses learn to take advantage of this by building a strong brand voice that isn’t set in stone but changes with the changing dynamics. Your company has a distinct personality that distinguishes it from other businesses in the same industry. This distinction is reflected in the voice of your brand. It’s the first thing customers notice, and it’s without a doubt one of the most important aspects of branding to nail.
1. What Is a Brand Voice?
“The personality and emotion poured into a company’s communications are referred to as brand voice.”
It includes everything from the phrases and language you use to the personality and image you want to convey through your marketing assets. It is crucial to ensure that your message is heard above the din and leaves a lasting impression on potential clients.
It is the brand’s identity’s voice. Customers hear the brand’s voice on a daily basis across all of a company’s channels. The brand voice is thought to be its personality, and it should not be presented as marketing jargon. Brand voice is associated with a brand’s vision, mission, and promise, conveying sincerity and legitimacy.
2. Benefits Of Creating Strong Brand Voice
2.1. Ensures Consistency –
Regardless of who develops the content, the brand voice ensures consistency across all communication platforms. For example, even if three different teams develop content for those channels, businesses with a strong voice will sound alike on social media, email communications, and blog articles.
2.2. Creates Brand Loyalty –
Customers who are loyal to a brand spend 43% more on that brand. Maintaining a consistent and engaging tone builds brand loyalty that outweighs any paid advertisement. As customer trust grows, you’ll be able to extend client lifecycles and engage repeat customers in in-depth dialogues, yielding data that no survey could provide.
2.3. Makes your brand recognizable –
Ensuring consistency creates brand loyalty, and this loyalty makes your brand recognizable. Just as your personal voice makes you recognizable in the eyes of your friends and colleagues, a strong brand voice makes you recognizable among the circle of your loyal customers.
2.4. Distinguishes your brand from competitors –
A distinct strong brand voice distinguishes a business from its competitors. Most items or professional services appear to purchasers almost identical, and purchasing decisions are frequently based on pricing. A strong brand voice will not let your brand get lost in the crowd.
2.5. Enhances healthy customer relationships-
People desire connection, sincerity, and trust in their relationships, just as they would in any other. Your brand voice has the power to project and build those things, as well as to sustain the relationships that are most important to your company. Your strong brand voice will enhance your relationship with the customer by stirring up their feelings.
Now that you know why you should develop a strong brand voice, let’s move further to creating a strong brand voice.
3. How To Create A Strong Brand Voice?
Potential customers may hear the brands with the highest marketing budgets the most, but they respond to voices that elicit emotional responses because they don’t want to buy products or services; they want to pay you to solve their issues or meet a requirement.
Although enforcing a strong brand voice throughout all of your marketing initiatives may appear daunting, it is not impossible if you have a strategy in place. So if you are having trouble building a brand voice for your company, we’ve outlined the steps; all you have to do now is follow them, and your task will be completed. Let’s take a look at the steps to develop a strong brand voice –
3.1. Review purpose, vision, and mission
All three words, mission, purpose, and vision, have different meanings when aligned to your business. Purpose keeps you focused on why your business exists, vision keeps you aligned with your business objective, and mission gives you the tools to get there. Most importantly, the why, what, and how defines your business purpose, vision, and business.
These are an excellent place to start when linking your marketing efforts to your brand values. Hence, you should review your company’s purpose, vision, and mission statements before deciding on a brand voice. Values should be reflected in the brand’s personality.
3.2. Content Audit
The next stage is to do a content audit of your existing content. Examine all of your marketing assets, including your website, blog posts, social media posts, videos, podcast content, social media ad copy, infographics, print advertising, and so on. Make a list of all the common themes and tones, and consider whether your present brand voice is consistent with the company’s objective and goals.
Consider what low-hanging fruit you can update with a timely introduction, updated post date, and renewed backlinks while analyzing and planning how to fix it. Moreover, as you do a audit, keep an eye on your best-performing social content pieces, as this will help you figure out what types of content your audience responds to the most.
3.3. Ask and Access your audience
If your audience doesn’t agree with what you think your brand is, you’ll have to work more to establish a consistent and strong brand voice. So, you need to find out what your target audience believes about your company and reconcile that with what you want to say to provide them with a great brand experience.
What would our business sound like if it were a person? What are your reasons for utilizing our services? What are your top priorities for our company? These are a few questions you could ask your audience. Doing a simple survey to respond to can go a long way toward determining whether your attempts to build a strong brand voice have been successful.
Assessing mainly aids you in comprehending language usages that are likely to resonate with your target audiences. If your target audience is primarily young, you should use social acronyms, words, and phrases. If you don’t, your audience may feel distanced and alienated from your content.
3.4. Develop A Brand Voice Do’s and Don’ts Chart
Even if multiple employees are authoring content material or creating graphic assets, adhering to guidelines ensures that your brand standard and voice are maintained. Hence, make a chart of the words and phrases that best describe your brand. Additionally, provide a short description of the features immediately next to it.
To make a do’s and don’ts brand voice chart, explain why each attribute should not be incorporated or embodied in your brand marketing. Prepare it as a chart and distribute it to your teammates as a set of brand guidelines for them to follow while creating content.
3.5. Be consistent across all communication platforms
Every communication is an opportunity to share the unique brand voice of your company. However, developing a distinctive brand voice isn’t something you do on selective platforms. It should be a top focus in every location where your company and your target audience have a presence, such as Websites, blogs, social media platforms, even on banners and billboards.
Consistency is an essential aspect of brand voice. Your brand’s voice should be consistent across all communication channels to connect with your target audience. According to a Forbes study, consistently displaying a brand across all channels can increase revenue by 23 percent. It’s critical to use the same brand voice throughout your messaging, whether your company’s personality is humorous, serious, compassionate, or authoritative.
Over To You (Conclusion)
Your brand is alive and well. It should be. The most successful brands have voices that aren’t rigid. People don’t want to be put to sleep by your advertisements; they want to make a connection. Hence, developing a solid brand voice entails giving it life.
Let us know your thoughts on building a strong brand voice in the comments below, and stay tuned for more upcoming informative articles!