What Is A Brand Voice? (With Importance And How To Create)
By Indeed Editorial Team
Published 28 September 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Brand building is about conveying what a brand is and what it does. One such element in brand building is the brand voice, which communicates its purpose to the customers and attracts new customers. If you have an interest in working in brand or marketing management, understanding how a strong voice can differentiate a company from competitors and give customers insights into what they might expect upon making a purchase is essential.
In this article, we define a brand's voice, explain its importance, outline how it differs from the brand tone and review the steps required to create a strong voice for a brand.
What Is A Brand Voice?
Brand voice is the unique personality and way a brand presents itself to its customers. It primarily represents the emotions infused in a company's communication. Typically, a brand's voice helps make a positive impression and attracts new customers. The voice of a brand encompasses everything from the languages and words the brand uses to the personality the brand aims to achieve. It includes characteristics like tone, vocabulary and sounds used in a digital and print advertisement that help a customer identify a brand.
Apart from advertisement, a brand uses the same voice in emails, phone calls and social media posts to ensure communication consistency across every channel. Regardless of who creates the content, a brand's voice is critical to its success. Typically, brands with strong voices sound the same on social media, blog posts and email communications. A strong voice ensures customers can recollect, remember and relate to the brand.
Why Is Brand Voice Important?
Brand voice is essential to determine how quickly a brand grows and how comfortably it builds the customer base. It helps build a brand's personality and can affect how customers identify it. For new companies yet to create an impact on the market, developing a voice can emphasise the core values and intentions a company wants to convey. Giving a recognisable voice helps humanise the brand, which resonates with the target audience and might feel eager to trust and support it.
A strong voice ensures the message stays in the minds of potential customers. It ensures communication consistency across the marketing materials. This builds trust amongst the customers and they are willing to trust the legitimacy of the brand.
How Is Brand Tone Different From The Voice Of A Brand?
The voice of a brand describes the company's personality and uniqueness. It remains consistent with the communications delivered and helps customers perceive a brand as reliable and understandable. The brand tone is the style a company might use to communicate with their customers. A brand's tone focuses on how a company uses its voice to express and convey the brand's personality and build connections with customers. In comparison, the voice remains the same throughout the communications and the tone changes based on the context of your messages.
For instance, a social media post about a Deepawali sale is likely more friendly than breaking news conveying a company's financial crisis. The tone helps demonstrate that brands understand the target audience's feelings and can help empathise with them.
How To Create The Voice Of A Brand
Here are a few steps to create the voice of a brand:
1. Find your current voice
The first step in creating a brand's voice is identifying the company's current voice to share information with customers. You can achieve this by reviewing any form of content, such as newsletter, blog, email website, social media posts or advertisement commercials. These pieces can help show which aspect of the brand's voice is most successful. Revisiting the content can help identify characteristics you can emphasise and integrate into a brand's voice. To ensure you create a voice based on the brand personality, pay attention to any blog post that performs well and receives an excellent customer response.
2. Identify the brand's mission and vision statement
Determine the values you plan to create and convey to customers. The mission and vision statement can determine some critical characteristics of a brand's voice. It can help in deciding the characteristics to highlight through communication. A brand's mission statement can convey to the customers what it plans to accomplish in the future and what steps it might take to reach those goals. To identify the mission and vision statement, ask the following questions:
What are the future goals of a company?
Why did the company come into existence?
What steps do you take to reach the goals?
What skills do you consider as important?
These values become the key characteristics of a brand's voice.
3. Research the target audience
The next step is researching the target audience you want to reach. You can accomplish this by sending customer surveys to people who purchase from the company. Incorporate the feedback and suggestions from the survey to develop the brand's voice. Another great way to perform customer research is by reviewing reports about how similar businesses perform in the industry. This helps identify which business attracts more customers and how you can find successful methods to build a strong voice. Conducting research is essential because the customer or buyer persona can influence the voice you create.
4. Know the best performing content pieces
If you are publishing content for a few months or years, know your top-performing content pieces to understand the reason for their excellent performance. Understand the key characteristics of the voice used in those pieces. Does your top-performing content include the latest trends and technologies? Does your content dive deep into a topic? As these content pieces resonate with the customers, it might be because they liked the voice of the content. Try to understand the aspect of the voice that you can replicate in your other communication channels.
5. Know your competition
Knowing and researching your competition helps identify successful companies in the industry. After identifying a few companies that use a strong voice to attract customers, you can determine which voice-building method works well in the industry. For instance, if a company sells canned juices, it might research the brand strategy of other companies to learn about the tone and vocabulary they use.
6. Establish a tone
For creating a voice that resonates with the target audience, it is essential to establish a tone that you can carry across different communication channels. The content you choose ensures consistency and gives insights into a company's personality. Typically, a company's tone can convey to customers how you conduct the business and provide valuable insights about the brand's personality. It even conveys the experience a customer can expect from the company and understand what a business value.
For instance, if you work for a company that advertises baby products, you might use a personable, emotional and friendly tone that can make a business sound trustworthy to customers. It shows the company's commitment to working hard and providing baby-friendly products to new mothers.
7. Incorporate audio and video elements
Think about incorporating audio and video elements while establishing the brand's voice. Often, companies might incorporate a memorable tagline or jingle in their advertisement that relates to the customers and make the brand recognisable. Similarly, logos and icons on the communication channels depict the brand's voice and can remind customers of the products and services. This helps you create more customer opportunities and develop a brand that resonates with customers.
8. Ensure consistency
Maintaining consistency across your communication channels is essential for establishing the brand's voice. Consistency ensures that customers can relate to the content published on different channels and identify the brand. The content can be images, written phrases, audio signals, infographics or videos that you can repurpose into different content. Using the same tone and vocabulary in all the content ensures consistency and establishes a voice that customers can recollect and remember.
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