- Delna Avari
How to Define your Brand Voice
Updated: Apr 27
Every brand that you, as a consumer, interact with has a distinct brand voice. This brand voice is what allows you to form a connection with the brand and influences your buying behaviour.
It is also the first thing that comes to mind when you think of the brand, for example, if you think of Nike, you will immediately imagine a sporty, energetic and motivating brand persona.
Let’s further define what brand voice is and how you can develop one for your business.
What is a brand voice?
Brand voice is a distinctive tone and personality that a company uses to communicate with its audience. It represents the unique perspective and characteristics of the brand expressed through all forms of communication, including advertising, social media, and customer service.
Having a clear and consistent brand personality and tone of voice can help a company differentiate itself from its competitors and create a memorable impression on its audience.
How do you build your brand voice?
There are several types of brand voices to consider, such as authoritative, conversational, or humorous. The brand voice should be consistent across all forms of communication, including advertising, social media, and customer service.
Here are some steps to help you identify your brand voice:
1. Authenticity - You must be clear about what you stand for. How you present yourself must be exactly equal to what you are. Any lack of authenticity is always captured when a brand is represented.
2. Define your space - The second step, quite clearly, is about defining your space and then building authority in that space. You have to define your space clearly. It can’t be too niche but it can’t be too broad as well, unless you have the kind of financial backing to build in that space. So define your space and then build authority in that space.
3. Know your customer - And the third step, which actually is really the starting point of it all, is your customer. What you have to offer, your customer has to be willing to pay for it. It's very, very important that there is a good value system match between what you stand for and what the customer needs. If that isn’t there, you won't see the magic happen, and when it's there, it's amazing. Frankly, remember to give your customer enough rational and emotional reasons to believe you, and to buy, because that's the most important thing.
Difference between voice and tone in marketing
The difference between voice and tone in marketing is that brand voice refers to the overall personality and characteristics of a brand, while brand tone refers to the specific emotion or attitude expressed in a particular piece of communication.
Voice is consistent and unchanging, while brand tone can vary depending on the context and audience. For example, a brand's voice may be authoritative and informative, but the tone of a specific social media post may be friendly and conversational.
Overall, developing and maintaining a clear and consistent brand voice is crucial for any business looking to effectively communicate with its audience and build a successful brand.
It helps create a sense of community and connection with customers, leading to increased loyalty and engagement.