In an oversaturated digital landscape, it is more important than ever to learn how to cut through the noise and build a connection with your brand's target audience. There are many ways to set yourself apart from competitors and establish a recognizable personality for your brand — colors, logos, and other visual features, but alone, they are not enough. To connect with your customers and build a lasting, loyal relationship, your brand needs a voice. A brand voice encompasses the language, tone, and personality used to connect with consumers.
When developing a voice for your brand, it is important to be intentional. The voice of your brand will evolve with time but should always be consistent with your brand's core identity. Here are some tips for developing and maintaining a brand voice:
Define what makes you different
Your brand, from the language and typography you use to logos and packaging, is often your first point of contact with a potential customer. Establishing a strong brand identity is essential. If your brand were a person, what personality traits would you assign it? Ask the question, "why you"? Your brand's mission statement is a good place to start. Once you have a handle on what sets your brand apart, use this to inform the way you speak to your target audience.
Understand your target audience
If you are not communicating in a way that resonates with your target audience, you will not get very far. Take the time to understand what makes your customers tick. What value does your product or service bring them? How do you want your product or service to make them feel? Customers want brands that engage them emotionally. Pay attention to the way customers interact with your brand. Feedback adn surveys can be a valuable tool.
Brand voice should remain consistent across all communication channels, including company newsletters, social media, email, and even internal communications. While your brand tone may vary depending on the context, brand voice should remain the same. Establish clear guidelines for how your brand will communicate across platforms. This is especially important when there are multiple people working on content for your brand.
Customers are attracted to brands that are authentic and relatable. Establishing a strong brand identity and learning to communicate that story effectively is key to establishing a successful business and lasting connection with your customers.