One of the most common mistakes that businesses make when building a brand is that they focus exclusively on sharing the right message. We know what you’re thinking: ‘What’s wrong with that?’
Of course, sharing the right message is key. But it’s also important to share it in the right way.
Consider the following book plot:
A schoolgirl finds a way to escape her abusive home life using telekinesis.
Which book are we talking about: Roald Dahl’s Matilda, or Stephen King’s Carrie? The two couldn’t be more different, could they?
Yet ultimately, they tell a similar story. The difference comes from how that story is told. That’s why it’s important to be clear not only on your message, but on your brand voice, too.
What is a brand voice?
Your brand voice is the way your business communicates its message. For example, the ‘voice’ for Matilda is hopeful, magical, and optimistic, while for Carrie it’s dark, twisted, forlorn, and morose.
It’s the voice that transforms the core storyline into the tales the authors wanted to tell.
So… what’s your brand voice?
In business, a brand voice may be…
- Professional
- Formal
- Chatty
- Informal
- Lighthearted
- Humorous
- Authoritative
- Friendly
- Down-to-earth
- Prestigious
- Luxurious
- Technical
- Informative
- Educational
… or practically anything else!
When building a brand, we know that it can often help to think of the business as a person, assigning qualities and characteristics to it. Adding in a voice is simply a natural extension of this branding exercise.
How a brand voice can help you succeed
Identifying the right voice for your brand can bring value in two distinct ways:
- Firstly, speaking in the same language as your audience helps to form deeper connections. For example, imagine you’re opening a local coffee shop. You want customers to be able to meet in a relaxed environment and enjoy a chat over a latte and a slice of cake. It’s going to be harder to build connections with those customers by sharing a message using a formal or technical voice. These customers are speaking a language that’s laid-back, low-key, and friendly… so join them!
- Secondly, if you plan on creating a brand presence across multiple channels – your website, social media, and a physical store, for example – your brand voice is how you connect everything together. When you’re clear on how your brand speaks, you can ensure that this same voice is being used everywhere. This is a great way to maintain consistency when taking a multi or omnichannel approach, and provides customers with the experience they expect, however they’re interacting.
Developing the right brand voice
It’s clear that there are practically unlimited options when it comes to brand voice. So how can you select the voice that’s best for your business? How can you share your message in the best way?
It’s more simple than you may think.
It all comes down to knowing your audience. And by this stage in the branding process, you should already have a pretty good idea of who you’re talking to. Adapt your voice to ensure your brand message and story engage and resonate with those who are most likely to want to hear them.
