Building a strong brand voice is crucial in developing your brand’s identity. So how does voice differ from identity? Brand voice is the way your brand communicates with your target audience, while brand identity is the visual and non-visual elements. A brand’s voice is expressed through written and spoken words, marketing materials, social media, and other communication channels. Follow our guide to building a strong brand voice that is just as powerful as your brand identity.
Define Brand Identity
Brand identity is the first step in establishing a consistent brand voice. Your brand identity includes the mission, values, and personality that you want to convey. Another key aspect of building brand identity is distinguishing your target audience. Who do you want your brand to reach? Who will be using your product or service? Target audience is a key factor in determining your overall brand identity. Without brand identity, you don’t have a brand voice.
Consistent Communication
Another key element in brand voice is consistent communication. In order to have consistent communication, your brand needs to have one uniform voice. If you’re using a different voice on Facebook than print marketing, your communication is not uniform. Your communication must also align with your visual identity.
Authentic Connection
Most audiences need authenticity to trust a brand. For anyone in your target audience to truly connect with a brand, your brand needs to be authentic and genuine. Some different aspects that increase your authenticity is relatability, transparency, and interactive engagement.
Differentiation
Set your brand apart from others! If you have a developed brand voice, but no differentiation about what makes it unique, who’s going to choose your brand over the competitor? Make sure to include what makes your brand special in your brand voice.
Effective Storytelling
Make your content worthwhile. To make your storytelling more effective, try using one or more of these strategies: strong opening, descriptive language, empathy, humility, and interactivity.
Clarity
Get to the point! Don’t make your copy confusing or too wordy. This increases the chance of your audience reading your copy and interacting more with your content.
Feedback and Iteration
Use your clients’ and customers’ feedback! After all, they are your target audience. If you’re not meeting the needs of your audience, then whose needs are you meeting? Take feedback from your customers to find what you need to be doing better, and what your audience wants to see from you!
Building a strong brand voice is an integral part of shaping your brand’s identity. By defining your brand identity, maintaining consistent communication, fostering authentic connections, emphasizing differentiation, employing effective storytelling, ensuring clarity, and embracing feedback and iteration, you can craft a compelling and resonant brand voice. An interplay between visual and verbal elements will not only establish a unified brand presence but also cultivate trust and loyalty. In a competitive landscape, a developed brand voice becomes the distinction that sets your brand apart, echoing with authenticity and engaging your audience in a meaningful dialogue.