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.
Why Does A Brand Voice Matter?
A brand voice, although, isn’t about the establishment of a non-human voice. It’s about being stable with the voice you are creating – setting yourself up as an easily identified and authoritative source for your area of expertise. In a similar fashion, a consistent brand voice and vocabulary are essential to implementing localised content and intelligent content strategies effectively.
A brand voice helps the readers and audiences identify your brand no matter what, across all of your platforms. The tone of voice you use on your company website, social media and your content should be consistent and reflect your brand. You can think of your brand voice as a representation of your company.
Now that you’re armed with additional information about brand voice, it’s time for you to go and create your own. No brand personality is too much as long as it’s unique and fitting to your brand as well as your audience. And remember that your organisation’s priorities may shift with changing times, so that brand voice document is always a work in progress.
If you want to become a brand management champion, you need to do our Brand Management Course. For more information about this course and to register, please follow this link.
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