Think about the last time you were at a party.
Was there a guest at the party who stood out above all the rest because of the infectious way he relayed a story? Maybe it was the language he used. Or the way his personality wowed you in a fun and unique way.
Regardless of what he talked about, every time you think back to that party, you remember the memorable experience he created. In fact, you can’t help but think of HIM every time you retell the story.
Now think about the experience your brand evokes and ask yourself this, ‘is my brand memorable?’ If the answer is ‘meh’ or ‘idk,’ your brand voice might be the issue for slow sales or a stagnant community.
What is brand voice?
Often when a consumer thinks about a brand, how it looks visually (colors, logo, etc.) usually comes to mind first. The more overlooked part? Brand voice. And your brand voice is more important than ever to stand out in a sea of digital chatter.
Brand voice is the distinct personality your company takes with communications.
For example, a company catering to tweens uses a lot of slang to attract its younger audience. Apple uses minimal words in advertising to fit with its overly simplistic design aesthetic. An outdoor gear company might take on the persona of a surfer in order to sell surfing equipment.
What personality traits does your brand have online? How do you sound to a newbie? Are the words used on your website or other marketing channels inviting and energetic? And more importantly, does your ideal customer say, “I can relate to what this company stands for. It’s like they are talking directly to me. I need them to fix this problem in my life.”
Why should you care about brand voice?
Raise your hand if you’d like to sound like every other company you consider a competitor so that your intended audience has no idea who to buy from?
Unless you’re in business just for the fun of it and don’t have a plan to make any money, neglecting your brand voice is a big no-no.
Simply put: your brand voice plays a huge (I’m talkin’ yuuuge) role in how your customers perceive you.
Plus, once you effectively infuse your distinct brand voice throughout all of your communications, the chances for a full-blown love affair with your faithful fans become that much greater.
The Sprout Social Index surveyed consumers on why some brands stood out more than others. Forty percent said memorable content, 33% said distinct personality and 32% said compelling storytelling. In all three of those responses, brand voice plays a significant role. Having a distinct brand personality means having a distinct brand voice.
Now, before you go all “I’m gonna talk however I want because as long as my brand has personality, that’s what matters” on me, hear me out.
Brand voice isn’t just about having personality in your brand. It’s about being consistent with the voice you’re creating in order to position your company as easily identifiable to your ideal customer so they see you as THE solution to all of their pain points or problems.
Lemme repeat: don’t add personality to your brand just for the hell of it.
Your brand voice also needs to connect. For a business to succeed you can’t have one without the other.
Brand voice is only successful when it causes your audience to connect with, engage in and believe in what you do.
Good companies know that when a tone of voice or brand voice is consistent, the audience hears the same person speaking to them, no matter the medium. In turn, it shows customers that the brand is consistent, reliable and that every part of the experience is memorable.
When you approach voice for your own company, be the guy at the party who is known for his stellar storytelling skills. At the very least be the one everyone is talking about long after the party is over.
Need a website makeover? Expert content strategy? Killer blog posts? Or the full works? I’m ready when you are! Let’s jam together. Contact me at shawnna@ampersandcopyandcontent.com to get started.
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