What is the brand voice? How is it different from the brand tone of voice? How exactly is it beneficial for the business? Well, here is all you need to know about the brand voice and why interacting with the audience plays a huge role in getting your message across to people.
What Is a Brand Voice?
So what exactly is the brand voice, and what is it used for? The brand voice is essentially a personality of your brand that needs to be communicated clearly to your target audience. Think of it this way: every person has their own distinct voice and their personality that they get recognized for. The same goes for brands. Each one of them stands for their own unique message and image they want to create.
Your brand’s identity needs to shine through on all platforms, from the company logo all the way to the marketing materials. Every aspect of your brand needs to paint a picture of what your brand stands for. A good brand voice sends a message that the audience will be able to hear loud and clear. It makes your brand stand out amongst your competition and draws the target audience in.
Why Is Brand Voice Important?
Having a brand voice is important for several different reasons. Firstly, it helps you get your message across in a very efficient manner. Secondly, it helps you create and maintain a strong emotional bond with your target audience. Up to 82% of customers continue to buy from the brand if they feel emotionally connected to the brand through its brand voice. To maintain such strong connections, you need to be consistent throughout all of your mediums of communication. That includes your website, social media platforms, videos, newsletters, ad campaigns, and so on. Voicing your story and being constantly interactive with your audience creates a much better and more stable bond with your customers.
Brand Voice vs. Tone of Voice: What’s The Difference?
It’s also important to understand the difference between a brand voice and tone of voice. Both are important and they are related, but they serve two different purposes.
Brand Voice showcases the values that your brand stands for and your brand’s one-of-a-kind perspective. The brand voice is your brand’s overall personality.
Brand Tone of Voice is the way your brand communicates with the audience. This includes the communication style, emotional tone, and choice of words. These factors are changeable because they also depend on the situational context.
Essentially, if you think about the brand as a person, that individual has a distinct perspective and personality that remains the same at all times. However, the way the person talks to and interacts with other people can differ depending on many internal and external factors. This simply means that the person is adapting so that they can approach every situation in the best way possible. You yourself will never use the same phrasing and tone when speaking to your family, friends, co-workers, and boss. In the same manner, your brand should stay consistent with its personality but adjust the tone and communication style when approaching different clients and customers.
How Do You Develop a Brand Voice?
The first and most important thing you need to do is establish a core of your brand identity and work on developing your vision, values, and mission, and highlight all of the features that make your brand stand out in the crowd.
The easiest way is first to choose three distinct brand descriptions. These should be clear descriptions that evoke certain feelings. Whether you want this image to be passionate, quirky, reliable, professional, or something else is entirely up to you. It just has to be something that matches your brand’s personality. Think about how you want to present your brand and the mood you want to set. This will help you determine the tone of your content.
Now that you covered the basics, we can move on to the following tips and aspects you should cover in creating and maintaining your brand voice:
Assess your brand’s values
Firstly, you need to use your mission statement to carefully outline your company’s values. In case you already have a strong statement, then the outline of your brand voice is done. If you have yet to create it, here is what you need to pay close attention to. The words you use play a big role. Are they light-hearted, professional, formal, or confident? The words you use will show you in which direction to take your brand voice.
When you’re determining your brand values, you also need to think about how your message will be received and interpreted. For instance, if you’re going for a light-hearted personality, don’t overdo it and make it overbearing on the brand voice.
Put together a brand voice artefact
Once you have a clear plan and an idea for the brand voice, create a document that will be shared with everyone on your time. Not only will this help your brand keep things consistent, but it will also ensure that the communication within your company works well. Everyone needs to be on board and have the necessary information about any changes happening within the company.
Think of this as some sort of an outline for your business and its image. Your teammates and writers need to have this outline to know how their role fits into the bigger picture.
Know your audience
How you interact with your audience matters a lot, and that requires you to know your audience first. Firstly, you need to create buyer personas so that you can get a better understanding of your audience. All you need to do is gather information about your audience that involves their age, gender, interests, location, and so on. Also, make sure to find out what platforms your audience mostly uses for online interaction. Is it Facebook, Instagram, Twitter, or some other social media platform? This way, you will be able to determine your target audience, and you will know how and where to interact with them.
Use social media wisely
Speaking of interaction with the audience, social media is a huge factor in this whole story about brand voice. Brand building doesn’t stop the second you come up with the brand logo and create a brand voice. The end goal is to create a brand that is open for healthy communication with its target audience through the use of social media. So, in order to help your business grow, you need to learn:
- how to brand yourself on social media
- how to increase brand awareness on social media
- how to introduce your brand on social media, and so on
- how to interact with customers on social media
There are many great benefits of interacting with customers on social media. More and more Australian companies are catching up with the importance of social media and the sooner you start expanding on as many social media platforms as possible, the sooner you will be able to help your business grow.
Develop an aesthetic and efficient web design
Instagram, Twitter, and other social media networks are amazing for interacting with the audience, but you can’t forget the original source of information – your website. When developing your web design, there are a few things you need to keep in mind. Firstly, you need to make sure the website works perfectly fine for all devices that including computers, laptops, tablets, and smartphones. The loading time needs to be short, there shouldn’t be a single glitch, and your website needs to be able to adapt to
all devices so that it can be scrolled through easily and with no loading issues. You also need to make sure that the website is easy to navigate. An additional bonus is if the website is aesthetically pleasing and if it matches the overall message you are trying to get across.
Lastly, you need to make sure your website has a clearly marked space where your customers can write reviews and leave comments. This is the space where you will be receiving client and customer feedback. Now, positive feedback will always be great and welcomed; however, there will be times when people may be dissatisfied with something, and you need to know how to respond to negative feedback from clients. An efficient customer feedback management process will help you interact with your
customers and clients and find a compromise that will help you build a trusting bond with the clients and customers. Also, it will help you improve the weak points of your brand. That’s why it’s important to welcome all kinds of feedback and give appropriate customer feedback answers.
Pay attention to content creation
Content creation is all about finding that mutual language with the customers. Whatever content you produce, it has to be something that people will want to read or watch (depending on whether you upload blogs or video content).
Your marketing largely depends on how your content reaches your audience and how well the content does on Google ranking. Essentially, your goal is to reach high-ranking positions in Google search so that your content attracts more attention. In order to achieve that, you need to apply some of the most efficient SEO strategies used in digital marketing right now. If this field is new to you, you can always get professional help from some of the expert Sydney SEO companies who offer great services to those who want to raise their Google search rankings.
Learn how to handle client objections
Lastly, you need to work on your objection handling techniques. There will be times when your clients may have objections, and you need to learn how to handle them and respond to them well. This will improve your overall partnership with your clients, and it will help you fix up any flaws in your business handling process.
Overall, interacting with the audience may be the single most important part of growing a business. In order to do that, you need to work on your brand voice and learn new ways to interact with your target audience so that you can get your brand message across.