What is your brand voice?
Big companies like Red Bull, Coca-Cola, Google, and Microsoft are fully aware of their respective voice and how it impacts sales. However, smaller businesses and entrepreneurs often overlook their brand voice.
But a strong brand voice can have a significant impact on your business, as it establishes your business as a leading authority while helping consumers remember who you are and what you do.
In a recent post, we talked about how important your brand identity for your business is, and now we would like to share tips for establishing your voice with that brand.
While there’s no cookie-cutter template for creating a successful brand voice, there are certain elements that can be included for a higher level of engagement. So if you’re still scratching your head trying to define your brand voice, keep reading for a list of the top elements that all brand voices should contain.
Five Tips for A Strong Brand Voice
1. Short and Concise
It’s a common assumption that longer brand voices are better. After all, creating a long brand voice allows you to stuff it with more content, so conventional wisdom should lead you to believe that this is a good idea.
In reality, though, it’s usually the shorter, smaller brand voices that work best. They are easier for consumers to remember, making them more effective than long brand voices. Choose three or four words for how you want to be known, and one word related to how you don’t want to be known.
Think of your brand’s voice as your organization’s personality and describe just as if you’d describe someone you know. For example, do you want to be known as innovative and bold, but not insensitive — or friendly, laidback but not unprofessional?
2. Maintain Tempo and Consistency
Another key element of a successful brand voice is tempo. In other words, your brand voice should flow in a cohesive, natural manner. Maintain a smooth and even tempo to keep consumers interested in your respective brand.
All, and I mean all, of your written copy and images used on your website, blog, marketing materials, etc. should use the same words and tone. If someone comes across content related to your brand, they should be able to identify the brand and not mistake you for another organization.
For example, do you think Nike and Betty Crocker, two recognizable brands, would use the same words and phrases in their brand voice? Not likely!
Of course, adjectives also play a role in the effectiveness of a company’s brand voice. You want your brand voice to describe your business, telling consumers why you’re the best — and what differentiates you from your competitors. Carefully choose relevant adjectives.
Keep in mind, however, that using too many adjectives may hurt your brand voice. A good rule of thumb is to limit yourself to one adjective for each sentence in your brand voice.
Don’t be afraid to refer to your company/business using pronouns in your brand voice. Using your actual company’s name is perfectly fine, but it becomes redundant and a bit dry when it’s tossed around multiple times.
To prevent this from happening, use pronouns like “I” and “we” in place of your company’s name. This simple tip will go a long way in creating a smooth brand voice that strikes a cord with your audience.
5. Industry Jargon
Depending on your company’s industry/niche, you may be able to include certain jargon or buzzwords to enhance your brand voice.
For instance, IT companies could boast their professional expertise in the “Internet of Things.” Unless you are familiar with this industry, you probably don’t know what the Internet of Things is. Those who are familiar with this industry, however, are fully aware.
What does your brand voice sound like? Let us know in the comments section below!