In the noisy landscape of modern marketing, standing out requires more than just a unique product or service. It demands a distinctive personality that resonates with and simplifies things for your audience. This is where brand voice and tone come into play.

WHY YOUR BRAND VOICE IS IMPORTANT

Your brand voice is the consistent expression of your brand’s personality through written and spoken communication. It encompasses the style, language, and values that characterise how a brand interacts with its audience. A strong brand voice sets the stage for a recognisable and memorable brand. Thinking about the words you and your teams use is the key – for example, does your brand say Hi, Hello, Alright, Good Morning or something else to greet a customer, each word conveys the same message but the feeling it creates around your brand is different. 

It’s not just all about the feeling, your brand voice also delivers some useful brand and business benefits:

• It establishes consistency - A consistent brand voice and tone build familiarity and trust. When your audience knows what to expect, they are more likely to engage and connect with your brand. Think of the language used by Apple, it’s always quite simple, but elegant and paired back with hints of innovation.
• It differentiates you - In a crowded marketplace, a distinctive voice and tone set you apart from competitors. It's what makes your brand memorable and recognisable.
• It builds connection - Emotions drive consumer behaviour, fact! A well-defined brand voice and tone help evoke the right emotions, fostering a deeper connection with your audience.

WHERE TO APPLY YOUR BRAND VOICE

It’s not just the words you say, it’s the way you say them. Tone is the second important element of your voice, it’s the emotional inflection applied to your brand in specific situations or communications. It adjusts your brand's demeanour to suit the context, ensuring that the message is appropriate and relatable. If you think of your brand as a person, it’s useful to think about how a single person behaves in different environments and with different people – your tone with your boss might be completely different to with your Mother-in-law and different again with your friends – but it’s still you!

CHECKING YOUR TONE OF VOICE

• Checking your brand is consistent and authentic is important, here’s the top four areas to look:
• Website copy – here your tone should be clear, concise, and engaging using words that are the ‘tools’ of your industry to get better impact
• Social media – should be tailored to the platform, who you are on Linkedin isn’t who you are on Instagram
• Customer service – should be tailored to be empathetic but not shy away from being consistent with your brand and highly personalised
• Marketing campaigns – every step of the way should embody your language and your personality to help consumers make choices

A well-defined brand voice and tone serve as the cornerstone of authentic communication and brand. They provide a roadmap for consistent and meaningful interactions with your audience. By understanding your audience, aligning with brand values, and maintaining consistency, you can forge a genuine connection that sets your brand apart in the hearts and minds of consumers. 

If nothing else remember authenticity is the key to building lasting brands and relationships in the digital age.