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Imagine you get a marketing email from a company that sells high-end business attire. The email pops with bright colors and cartoonish illustrations, and the message begins, “Hiya friend! We’re super stoked to share with you our new line of totally rad business suits. Starting at $4,000, these bad boys will make you feel like a million bucks!” That message would feel...weird, right? Not because of what the company is saying — they’re simply announcing a new line of clothing — but because of the way they’re saying it. In other words, the email wouldn’t be effective because they got their brand voice wrong.
As shown in the example above, your brand voice isn’t what you say, but how you say it. It expresses your brand’s personality and values, who you are rather than what you sell. What’s more, it’s everywhere. Brand voice isn’t restricted to things like email newsletters, and it’s not even limited to text. It comes through in social media, ad campaigns, radio spots, TV commercials, and even words on product packaging. Just like your own personality is always inflecting the way you behave in the world, brand voice should influence your brand’s every means of communicating.
Brand voice matters a great deal, and this is more true today than ever. More and more, consumers seek authenticity from brands and desire a deeper personal connection with the brands they consume. It’s not just about products anymore: they want to identify with brands before they make a purchase. That means that today’s brands simply cannot succeed or set themselves apart from the competition without a distinctive brand voice.
What’s more, having a well-developed brand voice helps ensure brand consistency. Brand consistency is essential for the success of your brand, because it builds brand awareness and trust, keeping you top-of-mind for consumers. With a strong brand voice, your brand will be better equipped to maintain a high level of brand consistency in everything it says. Think of your brand like a person: someone with a strong sense of self will always be themselves, regardless of the situation.
So now that you know what brand voice is and why it matters, it’s time to get down to creating the right voice for your brand. This isn’t a throwaway exercise. The voice you land on will have a huge influence on the way you communicate and the consumers you attract, so it’s important to be thoughtful and go slow.
Following this step-by-step guide will help you understand who your brand is and how you should speak going forward:
Ultimately, creating your brand voice is about writing in a way that best communicates who you are and what you have to offer to your target audience. Once you’ve nailed it down, it will not only help you strengthen your brand identity and enforce brand consistency, it will also attract the right kind of consumers, fueling conversion and growth.
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