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What is a brand voice and why is it important?

Mitchel - June 3, 2016 - 0 comments

You use your own voice to be heard. Whether it’s on social media or in person (yes, when people actually talk to each other), the way you speak or communicate changes depending on the situation. If you’re with friends, you tend to be more relaxed. If you’re with your parents, you might not talk about the same things as you would if you were with your friends!

The same goes for your business. It too has a voice – your brand voice. The way you speak to your customers isn’t just when you or one of your team meet them face to face. Everything you type from emails and tweets to letters (yes, people use these too and they’re pretty effective) is interpreted by your customers.

Why is your brand voice important?

We’ve all been on the phone to a call centre. After waiting twenty minutes to get through to an actual human, they seem disinterested and cold. This is an example of brand voice. Done badly. Creating a brand voice that showcases your business’ best assets will set you apart from your competition

A good example of brand voice? Apple. They know who they are and so do their staff. Every interaction you have with Apple is usually a pleasant one. From store to their website and even their billboard ads. Their tone of voice is aspirational and simple to understand. It allows them to focus on why their products are better than their competition. It allows them to create a consistent customer experience no matter where that customer might be interacting with them.

How do you create a great tone of voice for your brand?

Apple might seem like a million miles from your business. It’s a million miles from most businesses in terms of sheer size and brand loyalty. But that doesn’t mean you can’t use the same tactics as them.

Start with your customers. This is a natural starting point. If your customers are big corporates, you need to create a tone of voice that suits them. That doesn’t mean it has to be stuffy, think about how you could be different to your competitors in the way you communicate. If your customers are small and independently owned it would be more appropriate for you to use more personable and relatable  tone of voice.

Write down all the ways you communicate with your customers, employees and suppliers. Make sure the way you use each communication method them is consistent. Here are just some of ways we communicate with our customers and how you can create a tone of voice with them:

  • Printed material – we use printed material like direct mail to promote our business. The way we design and produce the copy for these mailers is consistent with our tone of voice – friendly and helpful. Think about your last promotion piece, was it in line with your other communication channels?
  • Our website – the way our website is worded is vital to setting LeftMedia apart from our competitors. We don’t use big fluffy words; we talk in plain English. Look at the copywriting on your competitors’ websites, how could you be different?
  • Telephone/in person – this one is easy if you’re the business owner. You know your business and its tone of voice will probably be similar to your own. If you have staff this one can be difficult, as each person has a different voice (obviously) but that doesn’t mean you can’t train your staff to understand what your brand stands for and allow them to communicate this in their own way shaped by you and your brand values.

So now you know you can create a brand voice that delights your customers, give it a go. Sit down and go through your “touchpoints” and see how you could improve each method you use to communicate with your customers.

If you would like any advice on how to make the most of your brand voice in branding, design or print – drop us a message.

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