Branding and visuals often go hand in hand, but the language of your brand does not come through with colors and font alone. Brand voice literally refers to the words you use to connect with your audience. It is not necessary to create a brand voice, but it may set you apart from the competition.
What is a brand voice or “language?”
Brand voice or language is a distinct personality your brand presents. Until recently, few brands were known for their storytelling skills, but companies that used their brand voice more often tend to have the most die-hard fans. Think Coca-Cola or Harley-Davidson.
Instead of thinking “what is my brand”, ask yourself, “who is my brand?” This will make it easier for you to draw an audience. But if you are based in Manchester and need expert advice, the branding agency Shape can help you get your branding right so you can focus on selling.
Why does brand voice and language matter?
Many brands wonder why it is necessary to create a distinct brand voice, especially as the general approach attracts more customers. However, this is not the case.
Brand Voice may attract or reject customers
Just as a person is known for the way they talk, dress and interact with the world, brands can develop their own persona or mood. We are often attracted to people or things that represent us. This is a big reason why skate shops are laid back and not primarily driven by the profit motive.
Zumiez, who markets to the skateboard scene, is very hated by the skate community. Unlike other local skate shops, most employees do not skate, know how to choose the right boards or contribute to the skate scene. For these reasons, Zumiez can not attract their target customer.
2. Brand Voice addresses Gen Z (and Millennials)
While Millennials love a brand with personality, it is Gen Z who wants to connect with brands on a more personal level. 82% say they trust brands that use images of real customers in advertising, and 72% say they will buy from brands that support a good cause.
Since Millennials and Gen Z are probably your primary demographics, given that they make up a large percentage of consumers, it is necessary to take into account their needs. Creating a brand with a strong voice is the best way to promote your products in the current landscape, especially online.
Brand Voice helps you create memorable content
Why do people remember Old Spice commercials, The Ice Bucket Challenge or the Always “Like a Girl” campaign? Brand voice. The Old Spice, ALS Association, has always wanted people to be aware of their brand or cause, so they created viral campaigns that continue to this day.
Old Spice took a light-hearted approach by targeting the younger generation with sex appeal and humor. On the flip side, they always showed their clients that they support feminism and female empowerment. Both pieces of content were memorable, creative and memorable.
4. Brand Voice creates transparency among customers
A brand voice helps you stand out from the crowd, but probably in ways you would never think of. Since branding language must be honest in order to appear sincere, companies instantly feel more transparent. Why? Because people who are true to themselves are often more credible.
The same concept is applied to brands. You know Ben & Jerry’s will promote social justice movements because they donate to charities, support diversity, and are clear where they stand on social media. This predictability makes it easier for customers to get in touch with them.