Finding Your Brand Voice

When people think of branding they usually think of logos. Followed by colors. And then ads. And maybe an in-store experience. But what about how the brand speaks to you? Not just what it says, but how it says it? Developing the right voice is a key component in creating a cohesive brand experience.

Is your brand creative and playful like Lego? Or strong and inspiring like Nike? Or manly and shark-infested like Old Spice?

Finding your brand voice starts with determining what your brand stands for, which isn’t just your product. Sure, your goal is to sell more widgets, but if your brand simply stands for selling more widgets it’s not going to connect with customers. And—here’s a secret—if all you stand for is selling more widgets, as soon as a cheaper widget hits the market, your customer is buying her widget elsewhere. Not cool, brand.

Your brand needs to provide an emotional, as well as a rational, reason for buying the widget from you. Once you and your agency determine the emotional benefit your brand stands for, then the voice follows. If your brand is authoritative and educational, a more formal voice makes sense. If your brand is, say, Ford Trucks, a strong and powerful voice works best. Here are some things to consider as you evaluate copy for your brand.

Does the voice match your overall brand positioning?

Make sure the voice aligns with the emotional benefits of your brand. If your brand is fun and playful, your brochure and website should speak in a fun and playful way, even the “about us” section. Especially the “about us” section.

Does your voice connect with your audience?

Use words that treat humans as if they were humans. People have feelings, even those in the C-suite. Usually.

It your voice a genuine personality?

Create a voice that sounds like someone you’d want to hang out with, take advice from or rely upon, depending on what your brand stands for.

Does it sound different than the competition?

Check out the competition. See how they are communicating and do it differently. Take a unique stand. Speak in a unique way. Customers will notice. And they will like you.

Want to see a breakthrough brand voice in action? See how we created a genuinely friendly voice for a healthcare insurance co-op. Really!

‍