Topics: Brand Strategy
Your brand voice is the personality of your business, and it has the power to form relationships, distinguish your organization from competitors, and drive sales. However, just as in life, some personalities resonate with audiences better than others. Do you want to have a quirky identity that appeals to a more niche audience? Or be considered an industry thought leader whose messaging is thorough and educational?
To answer these questions and more, you must first understand your target audience; after all, they’ll be the ones buying your product or service. Whether they’re environmental enthusiasts, gamers, or financial analysts, different audiences respond better to certain words, tones, and imagery.
Develop your brand voice by starting with the following foundations.
Why a company is in business, what it believes, and how it operates are all examples of its values. Crafting a compelling mission and vision statement, as well as a backstory as to why you do what you do, can all be effective ways to shape the narrative around your brand values. An example of this would be a clothing company that only uses organic cotton because of the alternative’s negative impact on soil and climate.
Failure to connect with your audience from a values perspective can lead to a major loss in sales, with a 2018 Edelman Earned Brand study stating that nearly two-thirds of consumers around the world buy on beliefs.
If your brand was a person, what type of individual would it be? Would it be known for its humor or intellect? What would it be passionate about? These questions can help you determine the right vocabulary and attitude for your brand’s tone, which in turn, open up the door to foster connections, develop trust, and build a rapport with your audience.
But you can’t just talk the talk; your words need to be authentic. A survey conducted by Stackla shows that 90 percent of consumers place importance on authenticity when making loyalty decisions, yet 51 percent believe that less than half of brands are genuine in their messaging.
Think of your brand’s style as if it were clothing. From the colors to the font to the images used, style is how your brand is portrayed visually. Is your brand flashy? If not, stick with clearer fonts and a less extreme color scheme. Is yours a niche product? If so, look for images that will appeal to that consumer base.
A great way to put your brand style to the test is via the packaging design, as 72 percent of consumers place importance on how a product is presented, according to Ipsos.
A Brand Trifecta
These three pillars – values, tone, style – comprise your brand voice. Once you’ve pieced them together, it’s important to be consistent with your messaging. Failure to do so can lead to customer confusion. However, consistency doesn’t mean stagnancy. Just as the needs and wants of your audience adapt over time, so too will your voice need to adapt in order to stay relevant in an evolving marketplace.
Not sure where to start? Contact the experts at Axis41 today for help developing your brand voice.