In the battle of brands, your brand voice creates the most memorable experience and draws people to your business.
Ever wondered why certain businesses have that special something that keeps you coming back, even when their prices might be a bit higher than others?
Whether you’re just starting a small business or planning a big rebrand, your brand voice introduces your business to your audience. It is the first impression people make of your business.
So, what exactly is a brand voice?
Your brand voice is the distinct personality your business communicates to its target audience and to everyone who comes across it. It binds your business logo, slogan, tagline, motto, color, and mission together to communicate with the outside world.
Imagine being at a dinner party, and there’s this one person whose stories and conversations everyone finds captivating. From the flow of words to narration, language, and personality, something unique about this person makes her more memorable.
Your brand voice can be just like that person at the dinner party, leaving a lasting impression on your audience.
Why is having a brand voice so important?
Brand voice is essential to building a recognizable business. What you say about your business and how you say it form the impression people make of it and inform their buying decisions. This is why it is important to maintain a consistent brand voice in your logo, designs, words, and actions. People should be able to recognize your brand not just in words but also in its images.
Also, consistency builds a subtle kind of familiarity with your business. Consumers or clients can easily recognize your business, and this is a good thing. It shows that, to a large extent, they have become comfortable with it. This comfort has the potential to earn the trust of your audience.
A good brand voice that stays true to the business purpose in a friendly, warming way can help attract people to the business, thereby building an authentic connection with your audience.
How to create a strong brand voice
Identify Your Audience and Persona
At the top of it all, the major reason for running a business is to provide a solution that addresses your audience’s problems and needs. Every other purpose is secondary. As such, your brand voice should be about your audience. Who you’re talking to, and why.
Define Your Brand’s Personality
Once you have identified your audience and persona, consider what personality traits best represent your brand. Is your brand playful, professional, friendly, authoritative, or innovative? Defining your brand’s personality traits will shape the tone and style of your voice.
Craft Your Brand Voice Guidelines
Create clear and comprehensive brand voice guidelines that outline the characteristics, language, and style of your brand’s communication. Include examples of do’s and don’ts to ensure consistency.
Choose Language and Vocabulary
Decide on the language and vocabulary that align with your brand’s personality. Determine whether your tone will be casual, formal, technical, or a mix. Choose words that resonate with your audience and reflect your brand’s values.
Consistency is key. Ensure that your brand’s voice remains consistent across all communication channels, including your website, social media, marketing materials, and customer interactions.
Listen and Engage
Listen to your audience’s feedback and engage in conversation. This can help you refine your brand voice based on real interactions and insights.
Building a strong brand voice takes time and effort, but it’s a crucial step in creating a memorable and meaningful connection with your audience.
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