What is brand voice? If you see yourself asking that question, you’ve come to the right address! If your brand doesn’t have a personal brand voice, the chances are slim that your concept will make it. The reason why is simple; the brand voice is the way you connect to (potential) customers. The voice shares your companies motivations and values. It gives your audience something to connect with, engage with, and it gives them something to believe in you. Today, we’re going to show you some companies that have made incredible brand voices, and we’re going to show you how you can do the same!
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What is brand voice?
Your brand voice sets the tone for how you communicate with your customers. The style your company has defines the way it speaks to your audience. As long as your voice stays true to your values and personality, it can have any style. You can choose to be authoritative, but you can also go for a playful manner.
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When you talk to your friends, you have a different way of speaking than when you communicate with your family. The same goes for colleagues and in-laws. For every specific target audience, you use a different style, so why wouldn’t you do the same for your customers? Customers will be more likely to invest in your products or services when they feel like you have an emotional connection. So, in a way, it’s less about what you say, as long as you say it with the right tone. You can express your brand voice through different platforms like e-mail, your website, press content, ads, social media, and packages.
Brand voice guidelines to create one
Before you can start developing your brand voice, you need to establish your mission, values, and vision within your brand identity. What makes you stand out from the rest of the companies? To help you start, pick three words that describe your business. Maybe you’re innovative, creative, and reliable. Or perhaps you are invested, passionate, and youthful. Think of the mood you want to portray your content in and how you want your audience to see your company. Once you’ve found answers to the above points, you have a starting tone for your content.
Now it’s time to move on to the next part: whom are you talking to?
Take a look at your current customer base. What are their demographics? What do they look like? Think of all the possible things they could want from doing business with you. If you have an established social media account, you can use the business tools to gain more insight in your current audience. If you have the possibility to do so, turn them into your target customers. Approach them and ask them what your brand speaks to them the most. This information is extremely important to build your brand voice. Facebook, Twitter, and Instagram all offer analytical resources that breakdown your audience in different categories.
Then it’s time to make a plan. How will you share your content on your social media platforms? Make a style guide to help you maintain the same style rather than jumping from one kind to the other.
The tone of Voice Brand Examples
Take a look at the beauty company Glossier. They made a personal experience for their female customers by promoting wellness and beauty with the voices of empowered, modern women. Of course, you need to create your brand voice, but perhaps you can find some inspiration in the examples we provide for you below.
Glossier thinks of itself as a “people-powered beauty ecosystem.” They post vulnerable and relatable content on their social media pages that connect to their audience. Their voice speaks out for wellness and beauty care for women through the means of self-care and empowerment. Glossier also uses bright and feminine visuals in combination with bold phrasing and simple, contrasting design.
High Snobiety covers a broad range of streetwear, lifestyle topics, arts, cars, and sneakers. Their voice speaks to the style-conscious youthful, modern, and provocative audience.
Apple has tried and succeeded in standing out from the crowd. People feel like they are living a luxurious life when they own one or multiple Apple products. Apple’s voice conveys confidence, intimacy, and riches.
You probably know of Cards Against Humanity. This successful party game has a dedicated social media account full of snarky and dark humor. This approach attracts both new and returning customers since it keeps them interested. One of their latest posts was about a faux snack-food advertisement called Prongles.
Their voice focuses on shock value but stays consistent through their entire content. That’s what makes the card-game creators so successful.
The store Whole Foods uses another approach. They combine nutritional facts and playfulness in their social media posts, merchandise, website, and in their stores. Since they are so consistent, customers are more likely to return for more. Their customers’ value wellness and community, and Whole Foods provide them with just that.
You don’t always have to use words to communicate with your audience. Take a look at Frank’s Red Hot. They share customized memes with their audience to engage in a youthful way.
Find your voice!
To create a strong brand voice is to establish a tone that speaks to your audience, and that builds a stable community. Your voice should be honest, but also personal to keep your audience engaged.
Consistency is vital, especially when it comes to branding. However, you also need to be flexible as you may need to adjust your brand voice to match your changing customer base over time.
Now you know what is brand voice and how to create a voice that suits your company. It’s time to get started!
