15 May Say it again with feeling: Why you need to give your brand a voice
Every time your brand speaks – whether through your website, emails or packaging – it’s using a voice.
But is it your brand’s voice? The one that feels unmistakably you? Because bland is banned.
To stand out, your brand needs a consistent, unique and human voice. And not one you’ve just rinsed and repeated from a competitor who seems to be doing a good job.
Still not convinced? Let’s dive into why crafting your brand’s tone of voice isn’t just nice – it’s necessary.
You’ll show off who you are
With the words you choose and the style you write with, you’re showing your audience who you are – and what you have to offer.
For example, an insurance company would typically project credibility and simplicity. So it would make sense for its brand voice to be serious, with concise language and straight-to-the-point messaging. Anything else would just feel… weird. Take the example below:
| WEIRD VIBES | GOOD VIBES |
| Did somebody say safeguarding your financial and personal wellbeing??? Yaaasssss!! | Comprehensive coverage. Clear policies. And trusted support when you need it most. |
Now, think of a hire-a-clown business for children’s parties – which would naturally be a fun, playful brand. So its voice should obviously be fun and playful too (a circus pun never hurt anyone, either).
| WEIRD VIBES | GOOD VIBES |
| We provide quality children’s entertainment for events. Our team arrives on time and follows safety protocols. | Roll up, roll up! Giggles, juggling and balloon animals await – book Bubbles the Clown for a party that’ll blow the roof off this big top! |
You’ll connect with your audience
Humans are emotional beings.
If your audience recognises a shared value or experience with your brand, they’re more likely to choose you over another option.
And – surprise, surprise – that all comes down to your brand voice. Provided, of course, that it’s geared towards your target audience.
So do your research. Understand how they feel, how they speak and what they care about most. If you mirror all this in the words you use, the messages you send and the stories you tell, you’ll create a customer bond that’s hard to break.
Just for funsies, let’s imagine you’re writing for a skincare brand that targets eco-conscious millennials. Depending on your tone of voice, their response to your brand – and, therefore, their relationship with you – could go one of two ways:
| GET AWAY FROM ME | OH, I LIKE YOU! |
| Our skincare range uses environmentally friendly ingredients and sustainable packaging – trust us, we swear! | Your skin’s craving the good stuff. And let’s be honest, the planet deserves a little TLC right now. That’s where we come in – glowy results, minus the eco-guilt. |
You’ll communicate with one, unified voice
Behind the guise of your brand, we bet there are a few different people, with different personalities, writing your copy and content.
But if you want your messaging to feel consistent (and your audience to feel a connection with your business), you need to make like a bee and adopt a hive brain – or, in layman’s terms, a collective consciousness.
That’s why establishing a brand voice – and getting your whole team across it – is so vital.
Your brand’s tone, on the other hand, can change (to some degree) for different contexts. For example, an Instagram post might be more light-hearted than a tender response.
Compare the way you’d speak to a colleague in a business meeting with how you would at Friday drinks. We bet when you’re off the clock, you’re a bit more fun (no offence) – even though you’re the same person, with the same audience, and the same voice.
You’ll be noticed – and remembered
Highway billboards, Instagram posts, the back of your oat milk.
Everywhere you look, brands are yapping away at you. Meaning there’s a constant battle for your fleeting attention.
That’s when a distinct brand voice gives you the upper hand.
A voice tightly bound to your brand’s personality will shine with originality, interest and authenticity – leaving a lasting impression in the minds that matter.
And, like it or not, to be distinct does require a little nudge of the boundaries.
If you’re going for a playful tone, let loose a little. If you’re going for a strong and assertive tone, make your audience sit up straight from the first sentence.
Either way, don’t be shy. Your brand is impressive. Own it.
It all builds trust
A personality-bursting, consistent, unified and memorable voice builds a reliable brand. It is what it is, we don’t make the rules.
Your brand voice shows your audience that you’re capable, competent, have it together – and you won’t let them down.
But remember: Even if you talk the talk with a tight brand voice, you’ll need to walk the walk, too. If you fail to be the brand you present to your audience, the trust you earn will be short-lived.
Don’t let us down, kid.
Need help defining your perfect brand voice? You’re in the right place. Get in touch to tell us all about your business and brand – we’ll do the rest.
