When we think of branding, we think of what we can see — logo, design, colours and fonts. A brand’s voice isn’t seen but heard and read. It’s how you express your brand’s personality. Small businesses often overlook this essential part of their brand’s identity. Here’s why you should care about your brand voice.
What is a brand voice?
A brand voice is the distinctive personality that comes across in all your communications, whether in advertising, social media, or internal communication. It’s your company’s specific style of writing or speaking — the language, phrases, emotions, tone and inflections that you convey.
Why it’s important to define your brand voice
In business, you need to stand out against competitors and the cluttered social media landscape. Great visuals are one way to grab attention. Another is to sound different. Sounding dull and bland is going to yield equally lacklustre results. Being upbeat and lively is more likely to grab attention. A strong brand voice can make a brand more recognisable.
How businesses can develop a brand voice
Creating a brand voice isn’t always easy, nor should it be. Your brand voice impacts all of your communication, so it’s worth taking time to create the right persona. It may be a good idea to work with a branding consultant to define your unique voice. You should take the following into account:
- Match it to your industry. Your brand voice should reflect your business and the type of customer you target. A hip-hop fashion brand can pull off an irreverent or rebellious style. A baby toys store may adopt a soft and playful tone.
- Take your audience into consideration. If you’re speaking to a younger audience with a serious or authoritative voice, they may not respond well to it. Start speaking their lingo and you could see a spike in engagement levels and sales.
- Create a brand voice guideline. Be as specific as you can — use active rather than passive voice, write in the first person, be bold but not offensive, humorous but not insulting, and so forth. A style guideline is useful when outsourcing work to ad agencies, consultants, and freelancers.
Once you’ve found your voice, keep it consistent. If you hire freelancers to write your content, make sure they convey your brand voice. For content creation that nails your brand voice, contact Hunter & Scribe at [email protected].