When people think about branding, visual identity is often the first thing that comes to mind but, there’s another element that’s often forgotten about: voice. This encompasses everything from the words you use to the personality you want to show. The most enduring businesses invest time into their brand voice to show a strong, consistent personality and a clear sense of purpose.
What is brand voice?
In the same way that you communicate in a specific way with your family, friends, partners and colleagues, there is also a specific way to communicate with your audience. The fundamentals of a brand voice ultimately come down to personality: prioritising a set of traits that create unique identity and communicating in a way that reflects those traits to cut above the noise and make a lasting impression on your audience.
Your brand voice is the way you connect with your customers on a personal level; it's the core reason for every blog post, tweet, newsletter or infographic. It can take on any style – warm, funny, helpful, irreverent, informative – but it’s important that your brand voice is reflective of your businesses’ vision and values (it’s also important that your brand voice isn’t offensive, but hopefully that’s a given!).
Why is having a brand voice important?
A strong, loveable brand is a major asset which can encourage continuous growth and user consistency. Businesses need to be creative in their messaging so that they are heard - having a receptive brand voice allows them to do that in a transparent and personable way. Customers invest more in brands when there is an emotional connection, rather than when brands dish out any old uninspired content.
Look at it this way: if your logo didn’t appear with your content, would your audience be able to identify the content as coming from your brand?
Without investing time into creating a strong, identifiable brand voice, you run the risk of falling into a random assortment of voices who are all saying the same thing; your efforts are likely to fall flat, and you’ll lose out on leads to a better branded business. Sometimes, it's less about what you say, and more about the way you say it.
Working to develop a voice that reflects who you are requires consistency and repetition. If your voice changes frequently, it becomes hard for your audience to know who you are and what you’re about.
Branding is an important part of building businesses that endure and those that invest in consistent presence and personality that’s immediately recognisable tend to be amongst the most loved and long-lasting. If you’d like some help and advice with finding your voice and creating a message that stands out from the crowd, you know where you can get in touch!