Brand voice, also called brand tone, is an important element, because it is not only the vision and feelings that your brand evokes in people that are important for its success. How people read (interpret) your texts is also important.
Brand voice depends on the words your company uses to express its “personality” and individuality, and to communicate with its potential and current customers.
Defining your brand voice helps when trying to use words that are impactful, relevant and able to engage your audience.
Example: When thinking about brand voice, know that the most distinctive, unique, unfamiliar voices stand out. Think of brands like Skapto, Boom! Burger. Pay attention to the fact that their brand voice overflows into more than their communication with customers, reaching even the naming of their products.
Audience
To use the right tone for your brand, you need to know your audience in advance. Understand their expectations, the words they use, the words that will resonate with them most. y
A good approach to choosing a brand voice is to understand how your current customers describe you. Very carefully examine the words and phrases they use and how they speak to each other.
Positioning
This is not exactly about marketing positioning, but about positioning your brand voice relative to your competitors. How does your brand voice compare to your competitors? What makes you better? More fun? More formal (for industries where it’s needed)?
Core Values
What are your brand values and how are they conveyed through your chosen brand voice? Do you think a playful, flamboyant tone is appropriate in your industry? Maybe you’d be better off using a more subdued, refined tone and words that go with it. Think about it!
Characteristics
Based on your existing understanding of your audience, your brand, and its voice, you should choose a voice that fits you and your goals. Don’t let poorly chosen words ruin your communication.
Channels
Your website is one of many communication channels you can use. Use the same brand voice across all your communication channels so that people can recognize you wherever they see you, even if it’s just a single word that’s typical of your communication.
Of course, it’s valuable to identify the differences across communication channels. For example, identify the differences between writing a tweet and starting an email.
