Imagine entering a family event and meeting your reticent uncle who doesn’t talk much until you ask or tell him something. But then you meet his enthusiastic world-traveller son, and you both just can’t stop talking and exchanging notes on shared interests established during the conversation! Now think about it, do you give the same attention to both of them? Are you equally engaged talking to both of them? The answer, of course, is no. Just like your uncle and cousin have different personalities and voices, on which your level of engagement with them differs, just like that, brands too can have different voices based on their personalities.
But the million-dollar question, does your brand need a voice? And is it ready to have one? But what even is a brand voice?
Read on to find out answers to these and many more questions from the best known branding and digital marketing company in Ahmedabad.
WHAT IS A BRAND VOICE?
Every brand has a defining persona that leaves a lasting impression on the audience it interacts with and the customers it serves. This happens through the various ways it communicates with them, through advertisements, social media posts, branding activities, promotions, etc. The language it uses, their flow of words, the personality it imbibes on, is what comes together to form a brand voice that makes people remember the brand and talk about it to others, hence ‘spreading the word’ about it.
HOW IT MATTERS…
A brand’s distinctive voice makes it consistent, memorable and recognisable. A brand increases the awareness of its product, services, ideology, mission and vision through its voice. With the digital landscape now massively crowded, it seems like a competition of who is the loudest. But when a brand maintains its consistency in voice through its words, graphics, pictures, it stands out amidst the din and people are able to identify it out of the crowd.
DEFINING A BRAND’S VOICE…
Don’t know what your brand should sound like? Worry not… everyone starts somewhere, even Coca Cola did. The branding and content marketing teams from one of the best branding companies in Ahmedabad has these five tips for you to figure it out and get started.
IDENTIFY THE BRAND’S AUDIENCE
Every brand must ask this question to themselves first, “Who are we serving?” This question unravels many aspects of the ideal customer a brand wants. It further brings out more questions like, what is their age, what language do they speak, where do they live, how much do they earn and spend, who do they hang out with, do they travel and where, etc…
When a brand starts to find answers to all these questions, they come up with the persona of their ideal customer, and that helps them target and speak to the right audience in the language that resonates with them. For instance, a Taj hotel will speak impeccable English in their posts, but a local café like Eleven11 in Ahmedabad would prefer using slang, puns and jokes in their communication. You get the drift…
BE CONSISTENT, AND DOCUMENT EVERYTHING ABOUT IT
The success of a well-defined brand voice lies in the consistency of its application. And to maintain this brand voice, it is important to document every important feature and aspect that defined it in the first place.
This brand voice document must mention the company and brand’s mission, vision, the personality traits of its ideal customer, their vocabulary, the brand tagline & the story behind it, some examples of the correct usage of brand language, and mistakes to avoid.
This practice will be helpful for multiple departments, from the strategist racking his brains over the next promotional campaign idea, to the rookie writer who will be writing for the brand’s social media and marketing copies, to not got astray.
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