When the term “branding” is initially mentioned, it is typically associated with a brand’s visual representation, such as its logo, colours, typefaces, and design styles. Many brands fail to recognize that branding also refers to how a brand is able to communicate itself to its audience. This is why it’s imperative to establish a brand voice.
When there is an emotional connection, consumers are more likely to invest in a brand. Having a distinct brand voice is more important than ever for a company to stand out and avoid getting lost in the sea of digital noise because there are so many channels available for brands to interact with their audiences nowadays.
What is brand voice and why does it matter?
A brand’s voice is the distinctive personality it employs in its communications, regardless of the medium through which it is expressed. You can identify a brand’s voice as it appears in its emails, website copy, press releases, advertisements, social media posts, and even in the packaging of its products.
All of these give a brand a chance to establish its position as an authority in its industry, but you won’t be able to do this without a recognizable brand voice – a personality that enables your audience to recognize that it is you speaking and not any of your competitors.
Brand Voice vs. Tone of Voice: What’s the Difference?
A brand’s voice is not to be confused with its tone of voice. Understanding their differences, and how they work together in producing good content, spells the difference between presenting a coherent brand and a disjointed one.
Brand voice encapsulates your entire personality, including your unique perspective or viewpoint and the principles you uphold. Your brand’s voice is one that never changes because it is aligned with your identity.
It determines how a brand speaks to its target audience, focusing on delivering its fundamental messages while maintaining consistency across all communications to encourage connection and boost consumer confidence in the brand.
On the other hand, tone of voice concentrates on the distinct messages sent through various channels and how they each sound. Word choice, phrase structure, and even emotional tone are just a few of the ways a brand’s tone of voice may engage its audience.
These elements frequently shift depending on what is acceptable at the time. To guarantee that it best meets the target audience, you can nurture a combination of tones, such as friendly, educational, celebratory, and welcoming.
How to Establish Your Brand Voice
It’s critical to keep in mind that the ultimate purpose of developing your brand voice is to forge an authentic relationship with your audience. Fortunately, developing your brand voice and tone is not difficult. It all starts with a clear grasp of your identity as a company.
As you develop your brand’s voice, keep in mind that it forms an integral element of your company business’ personality. It serves as the foundation for how you interact with clients, how you make them feel, and how you can affect their level of trust in you and your brand.
Let us help you establish your brand’s voice! Get in touch with us today.