What is Brand Voice? Guidelines to Create the Right Brand Voice
Just like in human beings, Brand Voice is the unique way a brand communicates to everyone it interacts with.
But Britannia’s ting ting ti ding, Nokia’s basic ringtone or any other sound effect, audio jingle, etc. doesn’t count as Company’s brand voice.
What is Brand Voice?
Brand voice is the uniformity in selection of words, the attitude and values of the brand while addressing the target audience (or anyone else), and everything that’s included in conveying your brand personality to the external audience.
Characteristics of Brand Voice
Brand Voice isn’t just audio
Assume your brand to be a person. How will anyone you interact with recognize you when you interact with them –
- Over phone
- Through a letter
- Over social Media
- Or any such communication where he doesn’t see your face.
Brand voice isn’t just the audio. Brand has a personality. This personality has set vocabulary, values, and other characteristics which are communicated to the external world in form of voice.
A company isn’t a real person. Hence, the brand voice isn’t real as well. It’s just the way in which company communicates to others. It is present in the words communicated by the company –
- On its website
- On social media
- In Emails
- In any other customer touch point
It’s the Company’s say (and how they say it)
Brand voice communicates –
- The company’s values
- It’s brand identity
- It’s say in the market
It leads to formation of a Brand Personality, Brand Positioning, and Brand Image. It results in the communication of message in the way that the brand desires, hence all other branding strategies depend on it.
It is Uniform
Since brand voice is essential to set up and communicate branding strategies, it has to be uniform.
Present at every Customer Touch Points
Customer touch point isn’t just the packaging or the point of sales. Customer touch point is everything that the company owns and which the customer is able to see/interact with. This includes website, social media networks, emails, packaging, collaterals, advertisements, etc.
Brand Voice gives rise to Brand Personality
Brand voice is how a brand communicates its personality. It is guided by brand behaviour, values, and expressions.
Brand voice Examples
Big Brands have a uniform and differentiated Brand Voice. This is the reason they stand out.
Brand voice of Coca- Cola
Coca Cola’s brand message is clear(happiness, joy, experiences, etc.) and is addressed through a uniform tone of voice – Friendliness. A user can imagine Coca Cola as a person with a personality and a voice.
Brand voice of Disney
Disney has an edge over any of its competitors because of one important quality – consistency. People can imagine a whole new world when they talk about Disney. Be it Disneyland, Disney’s social media network page, or any of the Disney product, Disney has its own vocabulary, values, and tone.
Brand voice of Nike
Nike has been inspiring ever since it was founded. All of its brand communication, brand campaigns, triggers, and even its tag line (Just Do It) is directed towards inspiring people on and off the field.
Brand voice of Ogilvy & Mather
Ogilvy, the world’s best advertising agency, is known for its peculiar brand personality. This personality has been shaped because of a very unique brand voice. Ogilvy was founded by a farmer, David Ogilvy. They are proud about it. They believe in creativity which can be seen in their brand communication strategies.
Guidelines to Create a Right Brand Voice
Know your customers
Your brand voice is meant to be heard by the customers. Make sure it sound pleasant to their ears. Know what they like, what they want, their demographics and create the music after some initial research.
It’s for you, but they should like it too.
Having a unique and differentiated brand voice which can be recognized by the customer is beneficial for the brand as long as it is liked by the customer. Your position in the market is decided by the user and hence, it’s your job to woo him.
Define Your Personality First and Voice After it.
Assign yourself an adjective first like adventurous, cool, friendly, flirty, etc. and build your voice based on it.
Don’t act like a Robot
A company is an artificial person, not a robot. Interact with them and use vocabulary that can be understood.
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