In online marketing, business owners must understand that having a unique voice separates them from the crowd. To some extent, the visual appearance of a brand is an important aspect; however, the voice is often disregarded. Brand voice is more crucial than ever to stand out in the sea of digital storytelling with the advent of social media in marketing.
A brand’s voice is a distinct personality it adopts in its communications. Research shows that customers more likely spend money on brands they feel a personal connection to rather than on brands with uninspired and disconnected content. Your story can be communicated through various channels like emails, website copy, press releases, packaging, commercials, and social media platforms.
People are on the internet nowadays, which is one of the primary reasons digital marketing has boomed over the past years. Alongside this transition is the need to change your traditional campaign to digital marketing, where your brand voice matters. And competition starts here: your visual material, logo, or product features are your only means of standing out from the crowd. That goes well with your blog content; you should give the same level of care and attention to complete your visual identity.
Content doesn’t have to be limited to images and videos. It includes both written and visual content. Your appearance is essential to customers. Researchers looked at why individuals unfollow firms on social media and found that inappropriate content was a common reason. If your social media posts don’t match the tone set by your company, you run the risk of losing followers. Be wary about this.
Make a list of the characteristics and language you want to use for your brand based on your research about your target market and personas. The brand voice is what you say, and the brand tone is how you say it. Your tone of voice may change depending on the target audience you are trying to reach. Write down when you use a specific tone of voice combinations.
The tone of voice you use to announce a new product will be very different from how you respond to a customer complaint. Make a list of the different tones you use in the various situations in which you appear as a brand.
In the long run, developing a brand voice is a long-term endeavour. It should be reviewed and adjusted at specific intervals. Consider relevant breaks like when you make significant changes to your brand identity and when important events drastically change your company’s marketing strategy. Keywords you used five years ago may no longer be appropriate today. A consistent review of your brand language is essential to avoid sounding outdated or out of step with current trends.
When creating a language that resonates with your target audience and conveys a sense of belonging, nothing is better than finding the right tone. Your brand language is the personal and honest tone you use to appeal to and inspire your customers. Remember to be adaptable while maintaining a strong sense of coherence. Adapt your brand message to the changing priorities of your customers and the market.
So, what does your brand voice say about your brand?