May 17, 2016

It’s not what you say, but how you say it: Creating your brand voice

Ok, so what you say is pretty important, too. But when it comes to creating a brand voice, how you convey who you are is the real star of the show. That’s because your brand voice has the crucial job of conveying your company’s personality, values, passions and qualities — all through the use of carefully constructed word choice, sentence structure, language style and voice tone.

Just think of your brand as a person (let’s cleverly call him Brand). Now, imagine that Brand is walking into a room of people he’s never met before. Brand has the daunting task of deciding what impression he wants to make on the people in the room. So, he acts a certain way, uses certain words and embodies certain traits that make him seem like the funniest, the most charming, the smartest, or the most caring person there.

It’s all about how Brand acts to make that impression. The same thing applies to your brand — you’ve got to express yourself in a certain way to give off the impression you want to make on your target audience. A clever, strategic brand voice is a crucial part of your branding and marketing efforts.

But why is expressing yourself in the market through your brand voice so important? Glad you asked.

  • Personality is everything. Who you are is an important part of your brand. Your personality is what makes you you. Without your unique traits, you’re just another company in a very, very long list of companies. A distinct voice that’s yours, and yours only, helps differentiate your brand from competitors.
  • Consistency, consistency, consistency. Would someone be able to identify your content as yours if they didn’t see your name or logo? Would someone seeing your content on different mediums know immediately that it came from the same company? Consistency makes your brand easily recognizable. No matter what platform your content is being used on (Facebook, TV, print ads, etc.), it should all sound like it came from the same voice.
  • Authenticity goes a long way. People want to buy products or services from companies who are genuine. They want to see the human side of your company and make a personal connection with you and your beliefs. That’s why it’s important to figure out why your company does what it does and cater your voice to perfectly represent that.
  • Connect with customers. Yes, your brand voice is about you. But, it’s also about the people who have the potential to buy your product or service. When done correctly, your brand voice takes into account who your customers are and what they want to get out of your brand. Finding the balance of being true to yourself and true to your customers is what good brand voice is all about — and what attracts new customers while keeping existing customers loyal.

To sum it up, a unique brand voice that is clear, consistent and genuine is the very soul of your communication. It allows you to show the world who you are and connect with your audience in a meaningful way.

Isn’t it time to figure out who that “person” inside your brand is?

Send us a message and we’ll help you figure out what you should be saying to your target audience and, most importantly, how you should be saying it.   

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Shardi Youngblutt-Carroll

A marketing writer, concept shaper and self-proclaimed word nerd, Shardi has a passion for clever prose that’s steeped in strategy. Her skilled wordsmithery comes with the ability to dream up game-changing, creative concepts that have the sharp-witted copy to back them up. She’s a master at telling a client’s story in a way that’s not just practical and persuasive, but inspiring as well. A B&Yer for four years, Shardi has helped clients develop and discover their unique brands — starting with one brilliant sentence.


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