How to Establish a Unique Brand Voice and Tone the Best WayHexRowAdminLogin
Brand voice represents the sole mission and intention of your business venture. It determines the way people perceive their authenticity and genuineness.
It is the brand voice that communicates with the masses and persuades them to purchase your products or services. Every enthusiastic company must have a goal to create an ideal brand voice. Because it is in your hands whether to have a positive or negative influence on the people.
Simply we can define brand voice as the linguistic representation of your brand personality. Be it a logo, banner, website home page, campaign, or blog, a company tries to raise the brand voice in every way possible. Phrases, words, quotes are weaved to leave a lasting impression on people’s minds. The brand voice should be propagated very clearly. It should make a bond with human emotion at a subconscious level. Then only people will choose your brand from the rest.
How customers get to know your brand voice?
As a marketer, you have to constantly engage with your customers through emails, newsletters, paid ads, social media ads, blogs, podcasts etc. All these content have your brand voice at their core. Through these ads and content, you introduce yourself to the audience. Like who you are and what is the purpose of starting your business? These questions should be briefly answered in every digital marketing activity. And this is the point where the visitors hear your brand voice and mission.
But the main point of discussion in this article is how to create your own brand voice from scratch? Here we are going to prescribe you the best formula to develop a powerful brand voice that fascinates the customers.
Who is the brand voice – A person or your business itself?
The first step for creating a compelling brand voice is to decide who will be the voice behind it. Because you have in altogether two options
- A person- The person representing your brand voice can be just an employee of your company. She can also be the CEO, Marketing Director, Customer Support head, or Social media manager.
- The business or brand itself.
For example let us take a newsletter or an email sent to the potential customer.
As in the first option, the emails will seem to be written by an employee or the company CEO himself. The emails will even contain the signature of concerned company personnel. Sending the emails in the voice of company officials makes the common people feel cared for. The audience will be impressed with the humbleness of brand makers. As a result, people will feel a sense of security while shopping from the brand.
Secondly, you can also send emails written in the voice of the brand itself. Here you are personifying the brand which is actually non-human. People would also love to hear what your brand is saying. So, it is better to research what your targeted group of customers want to listen to. Then you can start creating your unique brand voice.
Choose the tone of your brand voice- Formal or casual
The tone of your brand voice can make a significant impact on the audience. Because some customers love to consume content in a casual manner, where they are regarded as friends. But some content readers might want to know about your brand in a very polite and formal manner. This depends on what niche your brand belongs to. Most importantly what is the age group, designation and profession of your audience.
If your customers are highly qualified and reaching you to get guidance about their business and work life, better you keep your voice decent and formal. This tone also goes well with mentoring and career-related and soft skill training brands.
But if you are the brand who wants to send a message coupled with fun and entertainment, then switch to a very casual and friendly tone. Your audience will get bored if you don’t add humour and one to one talk in the content. The younger age group will not like to delve through a content having only facts and figures. They should feel like you are having a friendly talk with them throughout the blog or video. So, understand your customers completely to put forth a strong brand voice. There is no hard and fast rule to choose one from completely formal and completely casual. You can have your own kind of mixture that grips the audience.
The language of your content – easy or tough to decipher
Obviously content is the chief medium that carries your brand voice to the people. So, care must be taken that every word, every sentence is understood by the audience. The language and vocabulary of your audio and visual content should be crafted according to the ability of your customers.
For example, you can be a brand who is selling health supplements to the common people. While crafting content and designing ads, you should be careful to not use excessive medical terms. Because common people have limited ideas regarding nutrition and health. Your words and phrases should be wisely chosen which explains everything easily. Otherwise, your customers will run to another brand even you are saying the truth.
The situation alters if your audience is well educated. You have the freedom to use a rich vocabulary under your niche. Because the audience is already accustomed to jargon. And they will be convinced that your brand actually possesses rich knowledge in the niche.
Just like the tone of your content, you can select a balanced mixture of easy and difficult words to communicate with your audience. You have a really broad spectrum to choose from. You can test what suits and fascinates your avatars the best.
What we can conclude from this article is that customer research is the most important step for setting the brand voice. You are striving to get attention from the people. So, you must be willing to research what engages and excites them. Narrowing your customer base by using a buyer persona will help you here. And once you fixed the base for raising your brand voice by choosing the speaker, tone, and language, you can’t frequently change that. So, you need to be extremely observant and allocate more time to research. Ensuring the above-mentioned advice will surely help you to establish a reputed brand voice. So, stick to these lessons and start working from now on!