5 WAYS TO DISCOVER YOUR BRAND VOICE
Branding is a crucial part of any business organization. As a business owner, you need to make sure you build a strong brand voice. In simple terms, brand voice is the consistent expression of the brand’s personality and core messages in different ways.
The brand voice doesn’t necessarily mean audio. While there can be various ways to accomplish this, here are 5 ways to discover your authentic brand voice.
WHO YOU ARE
Before discovering your brand voice, you need to know who you are. You may be trying to build your personal brand, business brand. No matter whether you are a business brand or personal brand, the important thing is to figure out what is your purpose. What exactly you want to deliver to your audience? If you are a personal brand, your characteristic and personality will define your brand voice. However, if you are a business brand, your business operations, products, brand name, and marketing collaterals, among other things, will define your brand voice
Another important thing can help you discover your brand voice is operations you or your business are engaged in. Your brand voice based on the business operations can help your audience know actually your business about. For example, if you sell SEO service, your brand voice should be related to the ranking websites, providing quality content, etc.
Another way to discover your brand personality is by knowing and understanding who you are talking to. Your audience could be of a particular age, from a particular region, of a particular gender, or has a particular goal. It is also a great idea to find your brand voice based on your audience type. If you are a web designer, your brand voice can be one of many, from trendy and cool to professional yet fun, depending on the target market you specialize in.
This one is also a good way to discover your brand voice. Knowing and understanding the problems faced by your audience can also help you find the perfect brand voice for your business. Additionally, this kind of brand voice can help your audience know that they will find a solution to their problem. For example, if you are selling SEO services, your brand voice could be related to solving the problem of websites, helping site owners rank their websites better on search engines.
RESULTS YOU DELIVER
This is another great way of discovering the brand voice. No matter whether you are selling physical products or any services, the kind of results you or your business deliver to clients can help you find the right brand voice. For example, if you are a seller of cloth, your business brand voice could be about how you provide perfect fit and quality material cloth to your customers.
M&M: PLAYFUL AND UPBEAT
People love fun. As such, if it makes sense for your business, adding an element of fun will definitely help. One of the most popular candy brands in the world, M&M, pulls this off well. While sometimes drifting into the weird territory, it definitely brings smiles to its audience.
HARLEY DAVIDSON: AGGRESSIVE AND RUGGED
Sometimes your brand voice is best-served running full-throttle at your customer, and shout in their face as they lie in the dust. Harley Davidson is one of those aggressive and rugged brands. Their tonality is boastful, with headlines challenging its audience to show they are worthy of handling a Harley. One-word. Badass.
TIFFANY & CO: WITTY AND ELEGANT
It comes as no surprise that people are willing to pay much more for a Tiffany & Co product than some equivalent without a Tiffany logo. But it wouldn’t be possible to sell this high-quality jewellery without a proper tone of voice and messaging. In every single communication, the tone is consistently classy and witty, resonating well with its target audience.
COCA-COLA: POSITIVITY AND HAPPINESS
One of the most recognizable brands today, Coca-Cola brand voice remains consistent with a single purpose, which is to evoke happiness. Coca-Cola brilliantly connects positive feelings with their products through evocative images and a perfectly-constructed tone of voice.
CONCLUSION: 5 WAYS TO DISCOVER YOUR BRAND VOICE
Remember that the tone of voice is not the actual brand messaging. The difference between both is that your tonality is how you say it, not the exact words to use.
That said, a brand voice acts as a delivery method for the characteristics of brand personality which all ties into developing a human persona.
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