In the industry of creative energies competing for the same type of affirmation through brand growth, it can be difficult to execute one unique and specific brand voice. This voice, the driving force that expresses who you are and what you can do, is one of the most important aspects of the business. Without a designated form of delivery, consumers of whatever your product/service provides can become confused about exactly who you claim to be.
Your brand voice becomes your company’s character and that is significant to people.
Consumers, also known as human beings, connect to authenticity. And this connection allows communication to become reciprocal: when you speak to humans like humans, they respond in kind, helping you build a foundation for trust. This allows both parties to function together, all while having your brand voice heard. This is why it is also important to humanize your brand. Use language that intrigues without confusing. We, Accomplice, are in business because our unique clients are in need of our expertise to better reach their intended audiences. So as a company combined of humans from different walks of life, we have to be united in our voice. And with creating this voice comes a raw and exciting opportunity, backed by the craft we can skillfully provide, and shown to the world with the tone we have chosen for ourselves.
Think of the most distinct company you are familiar with. Do they come across as playful? Serious? Maybe a little boring? Are they consistent? Is their language straightforward, inviting or confusing? Somewhere along their path to becoming this packaged brand, judgments were made about the way they wanted to be portrayed through the structure of their entire company voice.
The concept of brand voice is not tricky, but the execution is critical. Your brand voice becomes your company’s character and that is significant to people. People will remember you through this. This execution begins with words, and conspiring to connect them in ways that your competitors didn’t even try to explore. It involves extensive market research to understand who you will be connecting with in order to discover which archetype role you fit into (or don’t). It requires competitive analysis to separate you from others trying to do similar things. It takes articulate word choice, sentence structure, style and placement. And finally, you provide a guide (as seen beautifully by Mailchimp) for all the individuals part of your brand, so everyone knows how to follow the assigned style. And while this tone is important to set early on, it is noteworthy to remember that it should always be evolving with your continuously developing brand.
Through all of these ways to have your brand voice heard and understood, you can create a tone that reaches your audience and allows them to reach back to you. No matter what business you’re in, this is the purpose of your company. So, choose your words wisely; they are the entity that is your brand voice and your brand voice defines you.