Your company’s online presence will stagnate if your customers don’t know who you are. That’s why you need to zero in on your brand voice. In this article, we’ll help you get clear on how to communicate with your audience across various channels within your business. You’ll also learn:
Why your brand’s voice matters.
How brand voice and brand tone are different
Various brand voice types.
Brand voice examples in marketing and advertising.
Factors that influence brand voice.
How to establish brand voice.
How to apply your brand voice across different communication channels.
And if need be, how to change your brand voice.
But first, we’ll start with the basics.
What is tone of voice?
Maybe you’re wondering why this post is centered around brand voice but the word tone is included in the title, too. Think back to your childhood, perhaps a time when you mouthed off to one of your parents. Maybe they responded by saying something like, “I don’t like your tone of voice!” This is a pretty straightforward message. They didn’t like the way you were talking to them. Maybe they even said that the tone you gave them was uncharacteristic of who you are. Of course, it was in your best interest to apologize to your parents and adjust how you spoke to them (your tone). Even if you thought your tone was appropriate, you had to change your tone to regain their approval.
This is a rudimentary example of what tone is, but the core message remains the same across all situations. If you deviate from your usual tone, it can confuse people. Sometimes it’s necessary to change your tone, but in some cases, like the one above, it can make people mad.
What is brand voice?
Brand voice is the way your brand conveys its unique personality to its audience, whether it’s written or spoken. This can include special greetings and phrases, your style, and the attitude/feeling behind your communication.
It might help to think of how different people in your life speak. Maybe your uncle is a straight shooter and gets his point across in a few succinct words. Meanwhile, your grandmother is much more conversational. Your best friend might be more aggressive and in-your-face, while your boss is more passive and soft-spoken.