What Is a Brand Voice & How It Helps You Stand Out?​

Imagine you meet someone for the first time, you don’t know much about them, and they start telling a story. They narrate it in such a captivating way that they keep you engaged from beginning to end, and every time you recall that story, you immediately think of that person, their tone, their language, and their character that you somehow figured out from the way they told this story. Now, keep this imagery in mind. This, in a nutshell, is the brand voice which we are going to elaborate further in this article.

Through my career in marketing, one of the most valuable lessons I learned is that brands should have a voice. And while I was brainstorming for a slogan that can voice the identity and mission of a payment gateway supporting charitable foundations, I was struck by the slogan ‘Pay it Forward’, which was introduced to me by Amna Samy, a digital guru at Magna, and I would regard this as my best winning slogan for 2021. This is what differentiates brands, a voice that breaks through the clutter and becomes among top trends while also adding value to the community.

It goes without saying that every business owner wants their brand to standout, and here is where the power of marketing comes to play, and brand voice is an essential element of the process. In creating your slogan, ads, and marketing campaigns, first you have to identify a brand voice that conveys your message and resonates with your audience.

 

So, what is a brand voice and why is it important?

A brand voice is how you want your brand to be remembered and incepted in your audience’s mind. The voice reflects the brand’s persona, evokes feelings, and opens an engagement channel with your audience. It should be consistent in both your online and offline presence.

When thinking about a brand voice, ask yourself this question: If your audience would come across your content, would they be able to associate it to your brand without looking at the logo or the visuals? Or in other words, if your brand were a person, would you be able to describe from the characteristics what they are and what they are not?

This is exactly what a voice does, it is how your brand carries itself and likes to be perceived, showcased in the choice of words, the language, and of course the tone.

But… there’s a difference between a brand voice and a brand tone. A brand voice is what you say, a brand tone is how you say it. The tone can change, but the voice has to remain consistent. For example, the tone you’d use to announce some exciting news about your brand can’t be the same tone used in resolving an issue with a customer or handle a negative feedback.

 

Now let’s get to the practical part. How to set a brand voice?

  1. Identify your brand or product category: Your brand’s voice has to be in line with the product category. A niche brand for example should be portrayed with a sophisticated voice rather than casual. Find 3 to 5 words that best describe your brand. For example, fun, enthusiastic, and uplifting. Imagine a person with these characteristics, how would they speak?
  2. Identify your target audience. You need to understand your audience to speak their language. If your product is for millennials, you can’t use a serious voice, you need a fun and light voice. and vice versa. If your product or your services are tailored to older generations, you need a mature voice.
  3. Reflect your brand’s values: Just like humans, what shapes our personalities as people are the values we stand for. Your brand’s persona is the same, shaped by the values it stands for. When you identify your brand’s values you will be able to set the right voice.
 

It is time now we illustrate what we elaborated through international brands and the voice each one uses.

  • Nike: Inspiring, powerful, and persistent.

 

  • Starbucks: Clear, concise, and expressive

 

  • Harley Davidson: Fierce, powerful, and confident

 

  • Twitter: Fun, and light-hearted

 

  • Dove: Uplifting and empowering

 

  • Rolex: Confident and posh

 

 

 

To sum it up, you need to be consistent in how you design your logo, how you select your colours -for instance a fun and friendly brand can’t be presented in dark colours and visuals – how you write or design your social media posts, and even how you select your partners. This way your stakeholder will know what you stand for and will be able to relate to you. Remember, your business is what you do, your brand is the bridge between your business and your stakeholders

 
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