By David Holland

October 6, 2016


Finding Your Brand’s Voice

Everyone in the marketing world would fairly agree that a solid brand voice stands out. For your business, you want your brand’s voice to NOT sound like everyone else. It has to be unique, catchy and most of all, it has to resonate your target market.

Consider the voice of a singer who has a unique sound. It is likely that when you hear Michael Jackson over the radio, you’ll know it’s Michael Jackson. Amy Lee’s rare and eerie female vocal is easy to recognize. When you hear an Adele song, you know it’s Adele’s.

Just like the literal examples of these artists’ voices, you want your branding voice to stand out so that when people hears your brand, they’ll know that this logo, this slogan or this product is created by your company.

Your brand promotes recognition, sets you apart from your competition and it is generally the breathing DNA of your business. So every element on your branding, including your brand’s voice, has to deliver a message that allows the target market to easily recognize what to expect from your business.

Your brand‘s voice create a consistent position that you can use intelligently from content content creation, to the marketing and up to the selling process.

For instance, notice that Coca-cola’s voice is positively happy, McDonald’s is cheerful and Facebook is friendly. These three, all their brands’ voice is focus to one. It represents the style and personality of its respective brand and it remains consistent.

Look at Facebook. From the moment they ask you to sign up and up to adding a new post, they do they it in a friendly voice. Which completely makes sense as Facebook is a community where you can connect with friends, families and colleagues.

So how do you find that voice that is unique to your brand. Here are some questionnaire to help you figure out.

1. Who hears your brand voice? Are they male or female? Remember there’s a different touch when talking to a male or a female. If it’s both gender then, your brand’s voice should be neutral. What kind of language do they use when they get to your social media or when they get in touch with your support team? Their language says so much of how you can hone a voice that resonates to them.

2. If your brand is a person working for you, what is it like? Imagine if this person shows in front of your customers, how would this person appear to them. Think of its personality, style and the way it talks.

3. Who are your target demographics? Picture out what kind of voice they would love base on their age, the area where they live in, their lifestyle and their work. For example, a man in the corporate world wouldn’t trust poor grammar and street jargon.

4. What kind of language does your target people use? The tech world use expertise and professionalism — and they want to hear the same voice from brands. The health market wants to hear trustworthiness and care. By knowing the kind of language they use on their day-to-day routines, it’s easier for you to find your branding’s voice. Keep in mind to ease out your business’ jargons. Your target market hates it when their bombarded with words they could not relate to.

5. What is your desired emotional aftertaste or feeling when they heard your brand’s voice? It’s the feeling that they’ll carry along after hearing your branding’s voice so it has to be something catchy and easy to remember. For example, if you are selling ice cold pop soda on summers, you want to emphasize that you are selling ice cold soda. For an effective brand, when a customer is thirsty they will remember that you have ice cold soda to quench their thirst.

6. What are your key messages? Is it to put value to your customers and the community? What are you mission statement? From here you can come up with a voice that unites to the overall elements of your brand.

7. What are the 5 adjectives that best describe your company? Break down the five adjectives that describe the most of your company. You’ll get the picture of your desired branding voice after.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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