Building a brand that focuses on connecting with the customers is quintessential to having a successful business. In today’s competitive market, having an effective branding strategy can be the difference between the success and failure of the business. When people create a mental image of a brand, it is mostly about the visual identity of the brand. But there is another aspect that business owners tend to forget- the Branding voice.
What is a Brand Voice?
The personality and the emotions a company invokes in its brand communication- this is what is a brand voice. In other words, it is the selection of a particular set of words, attitude, and values which the brand represents while interacting with its customers or target audience The full guide.
Brand Voice Characteristics
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Branding Voice is not only Audio
Brand voice is not only audio it is the depiction of the brand’s personality and image. This representation offers set values and other characteristics that are communicated to the target audience over the phone, in a letter, on social media, through emails or other forms of brand communication.
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It’s the Company’s Representation of who they are
While acquiring in-depth information about what is a brand voice, one must keep in mind that it is a combination of the company’s values and identity. The brand voice helps to create the brand personality, brand image and brand position in the market. It helps to communicate the brand’s message in the way most suitable to them, thus all the branding strategies are influenced by the brand voice.
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Brand Voice is all about Uniformity of Communication
The brand voice is the way through which a brand chooses to communicate its personality, image and position. Therefore, it is important to bring consistency in branding strategies and various forms of brand communication. This helps the target audience experiences consistency in what the brand represents.
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Exists at every Customer Interaction Zone
Brand voice is not limited to some forms of communication the brand presents. It exists at every customer touch point which means the same brand voice reflects at each point where the brand interacts with its target audience such as emails, sales, packaging, advertisements, social media etc.
Examples of Brand Voice
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Dove
Dove is an example of a premium brand that has developed a personality that focuses on empowering and uplifting its customers. They do so by creating an image that emphasizes the responsibility of empowering its consumers and raising awareness of a positive body image. One such example of their brand voice was when Dove launched an advertisement that showcased models of all colors and sizes.
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Coca-Cola
Coca-Cola has ruled over our hearts for years and one of the major reasons is their clear brand voice- experiences, happiness, joy, etc. All these thoughts are communicated through uniformity in the brand’s voice that is of fun and friendliness.
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Nike
Nike is not just a sports brand it’s brand that motivates us to move, keep moving and never stop. All their brand campaigns depict, communicate and trigger their tag line- Just Do It!
How to Create Your Own Effective Brand Voice?
Did these examples trigger the thought of having your brand voice that the masses like? The following points will help you build your own brand voice that is appealing and effective:
- Know Your Target Audience
Understanding the needs and requirements of the customers is essential as the brand’s voice will be heard by them. While knowing what the customers may like aspects like their demographics can play a vital role in how your brand voice takes shape.
- Even though You Built it, It is for the Customers
There is no doubt one can get a little too attached to the product they are creating but keeping in mind the interests of the target audience is a necessity. As your position within the market will be decided by the consumer, therefore it is necessary to make it the brand they need not the brand you want to sell.
- Brand Voice = Brand Personality
The brand voice must depict your personality! For example, you can decide what your brand looks or feels like to you and then build the entire brand voice around it, like robust, cheerful, etc.
All in All
This was the complete article on what is a brand voice and brand communication and if you have any questions related to what is a brand voice and brand communication then you can mention them in comments.
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