The brand’s voice is the way it talks to the public, making clear its goals, vision, mission and everything it believes in. As main advantages, we see an increase in authority, true connection with the customer and a decrease in communication noise.
When the entire team understands this, everyone will speak the same language, and the company’s interactions with the public will be much more consistent and effective. We will have a stronger brand there, with a greater bond with the people you want to attract.
The brand voice is nothing more than that, it is the way we speak and show the “personality” of our company. It’s your language, style of being and communicating verbally. With it, we can identify not only what she wants to represent in the public’s mind, but also her origin, mood and many other characteristics.
Conduct research to define the brand voice
By following this first tip, you’ll be on your way to finding your brand’s voice. And the better you develop this step, the easier it will be to make future decisions about the brand’s personality — including its visual attributes. Use websites specialized in publishing surveys, your own forms with your customer base, portals in your segment and communities on social networks. These measures will be great for you to learn which language your audience understands and speaks.
Brand Personality
The tone of voice is the way a brand communicates, based on what it is in real life – jovial, sober, relaxed, etc., in which dialogues and relationships are enhanced and become much more striking and present. It is not composed of an isolated action, but rather a set of attitudes, words and phrases that can be used to express the company’s personality and positioning in the market. In addition, it is worth tracing how you imagine that persona relating to your brand: what she expects when contacting you, what she would like to see on social networks, her main values in relation to brands and what are the points of interest attention, that is, aspects that would push that person away.
Apply Brand Voice to Your Marketing Campaigns
Branding builds companies that last, so it’s important to establish and use the brand’s voice well. The most beloved and enduring companies tend to be the ones that understand this. They invest in building a consistent presence and personality that is immediately recognizable throughout their marketing strategy.
The brand’s tone of voice is used by companies to attract the attention of their customers, so it is necessary to have a defined identity, which not only covers the look of their campaigns and products, but also which communicates with the public with a certain personality, to make it stand out from other competitors.
Voice vs. Tone
There is a subtle difference between the concepts “voice” and “tone” for brands. The voice refers to the brand identity and personality. Once it is defined, it shouldn’t keep changing – it remains the same and helps the audience to recognize your brand. On the other hand, the tone may vary according to the situation and the means, so the same brand maintain its style, but could adopt a more formal tone for corporate presentations, and an informal one for social media. The copywriter or UX writer should help you write the guidelines of the recommendable vocabulary for each occasion (tone), and the permanent verbal behaviour (voice).
Clarity in Communication
While some brands are lost in oblivion, others stand out. The challenge of differentiating yourself is often the lack of clarity about your communication and what you convey to people. Therefore, defining the brand’s voice is fundamental in the branding and content production process.
As companies and their teams grow, this definition becomes super important, so that your communication is aligned across all channels. That is, the various professionals who speak and write on behalf of your brand must speak the “same language”, sounding the same way. Thus, the customer’s experience will be memorized in a clear, human and coherent way, in favor of your brand.
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Denise Maciel é publicitária de formação (PUC-PR), com certificação em Copywriting e UX Writing.
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