Whenever you are visiting a local market, have you ever heard the loud “street cries” of the vendors? Of course, almost all of us have witnessed such unique ways of the vendors for merchandising their product offerings. When it shifts to the digital sphere, the scenario also remains the same, as here the brands are identified by the distinct voices they have possessed. Not all brands are created equal, and due to that, the brand voice of each should be unique. In today’s hyper-connected, content-saturated world, where consumers are bombarded with messages from every direction, just existing is no longer sufficient. Standing out, building trust, and fostering genuine connection demands more than a mere product or service.
Brand tone of voice in reality refers to an exclusive linguistic and emotional style that the brand utilises across all its existing channels of communication. Now, it has become a fundamental necessity to craft a unique brand voice that can create noise in the crowded marketplace. Here in this blog of BeyondBrands Media, a branding agency in Bangalore, we are going to encompass the nitty-gritty aspects associated with brand voice and expert tips for creating it for the multiple brands out there.
What is a Brand Voice?
In reality, brand voice is the personality and emotion associated with a business, which are expressed via the different channels of communication. It says a lot about your brand and weaves a wonderful story to set your brand apart from the others in the marketplace. When we stress upon the visual branding activities like logo creation, the choice of fonts, and others, brand voice takes into account everything from language to personality to leave behind an unforgettable effect. Although the voice of the brand is something abstract, it is conducive to creating a buzz in the marketplace. For instance, whenever we read or encounter Nike’s famous “ just do it” slogan, we can instantly feel the inspirational aspects associated with this eminent brand. Let’s move to the next section to find out why having a voice is extremely crucial for a brand.
Why is Brand Voice Crucial?
When there are multiple brands in a competitive marketplace, it becomes a daunting task for your brand to get noticed. A voice or tone of a brand works like a unique fingerprint that any other brand can hardly replicate. Here are the reasons that mandate the brands to possess their unique voice.
Building Trust:
Having a consistent voice offers a competitive edge to brands to win the trust of consumers out there. For instance, Apple, as a high-end brand, has set its brand tone in a way that appeals to the premium customer base. This is a strategic move adopted by Apple to cater to the specific demands of the targeted customer base. Plus, the luxury segment of consumers tends to rely on this brand as its tone of voice resonates with the demands of the targeted group of audience.
Creating an Emotional Connection:
Voice allows your brand to convey emotion, values, and a sense of shared understanding, forging deeper bonds with your audience.
Attracting the Right Audience Base:
For the brands out there, attracting the right set of audience is necessary. Here, the unique brand voice naturally attracts people, leading to a more engaged and loyal customer base.
Elements to Consider While Crafting Brand Voice
If you are willing to create your personal brand or work on an existing brand, infusing it with an authentic voice is of paramount importance. However, developing an effective voice or brand tonality requires clear thoughts and strategic planning. Here are some of the key elements that you must consider while crafting the voice.
Personality:
Brand personality is something that must shine through in every word chosen by you. Always consider your brand as a person and then decide whether it’s a sophisticated expert, quirky friend, or something else. It will help you endow your brand with a specific personality that leaves a mark behind.
Tone:
The tone of a brand says a lot about its values, and it stands for the emotional qualities that resonate with the demands of the consumers.
For instance, if your brand has an optimistic tone, it can still adopt a sympathetic tone at a time whenever addressing the customer complaint.
Language:
Your choice of words is another crucial tenet as it determines how your brand will create an impression in the mind of the audience. To create a positive brand perception, you must choose the words that align with your business values and mission.
Audience:
Understanding your target demographic’s language, values, and communication preferences is paramount to crafting a voice that truly connects.
Purpose:
Last on the list, consider the purpose of the brand, which will aid you in subtly shaping the voice.
Tips for creating an authentic brand voice for your business
The digital landscape is rapidly evolving, but that doesn’t mean that you can change your brand voice every time. For this reason, the choice of brand tone must be strategic so that you do not need to change it to adjust to the market trends. Have no idea about how to craft a voice that lasts longer in the mind of the audience? Here we are presenting some of the expert tips to help you out.
Embracing AI:
Content plays a crucial role in building a brand voice. It is recommended to trust in advanced AI tools for content creation, but include human inputs every time to make the voice more compelling, authentic, and culturally nuanced.
Prioritising Empathy:
In this current era, having a voice that listens, understands, and responds with genuine care is absolutely mandatory for cutting through the noise outside. So, choose the words that reflect a sense of empathy.
Focus on Storytelling:
Having a brand’s story is important, and here you must use your voice to narrate compelling stories. Instead of relying on the facts only, begin to evoke emotion through the story of your brand.
Closing Thoughts:
The voice of a brand acts like a heart and soul. Giving your brand a distinct and authentic voice isn’t just good marketing; it’s about truly connecting and building relationships. Whether it’s a small endeavour or maybe a thriving one, brand voice should be your first and foremost priority. To get more insights on the importance of branding and others, visit the official website of BeyondBrands Media.
FAQs
Q1. Why does brand voice matter?
Brand voice is important for creating trust and building a relationship with the client base. It also helps to leave an unforgettable impact in the marketplace. It matters because it
- attracts the right audience
- ensures consistency
- builds connection
Q2. What are the 3 Cs of branding?
The 3Cs of branding include
1. Clarity:
The identity, message, and USP of your brand must be clear to the audience
2. Consistency:
Maintain a unified brand experience across all media of communication for consistency
3. Coherence:
Ensure that every aspect of your brand works together to create a significant experience
Q3. What is Nike’s brand voice?
Nike’s brand voice echoes an enthusiastic spirit. The slogan “Just do it” reveals the essence of this particular brand. As it has its association with sports and athletic activities, in its brand voice, Nike has focused on those words that signify action.
