Your brand’s voice is representative of your brand’s personality. It is consistent and steady. This is particularly important in a sea of digital media messages where content often starts to look and feel the same. The best way in order to break through the noise and ensure that your audiences interpret the messages the way you intend them to be understood, is to develop and establish your brand’s voice — then stick with it.
If you’re not careful, you could end up with a random assortment of voices – as well as tones – in the content which is produced across your marketing ecosystem that doesn’t deliver a consistent picture of your brand, or even make use of the same language consistently. This erratic brand experience is more common as an organisation grows. It is often exacerbated as external entities – such as freelancers and agencies – are thrown into the brand’s content-creation mix.
Branding Is Not Just About Visual Elements
In branding work, individuals often think about how a brand looks from a visual aspect, from fonts to colours to design styles. What is every so often overlooked is brand voice. With the incorporation of social media in marketing efforts, brand voice has become more essential than ever as a manner of standing out from the crowd of digital chatter.
Even if you’re not familiar with the term, you have likely faced it. The business who sells surf gear takes on the vocabulary and mindset of a surfer. The tween clothing company relaxes its language and makes use of common slang to connect to their target audience. While you are able to get away without having a distinctive brand voice, you can take your marketing much further once you’ve established one.
