Three Keys to Build Your Brand’s Voice
The brands we remember and love (or maybe even hate) all have a strong, distinct voice.
Oatley, with their casual and handmade aesthetic, uses a self-aware voice and speaks directly to their audience. In a market full of bland, Oatley is surprising and funny.
Innocent smoothies use their writing and tone of voice to humanize themself. This helps them present as committed individuals rather than a faceless corporation.
The work we did for Nothum uses a straight-talking, to-the-point tone of voice. We wanted the market to feel the grit and tenacity of their family-owned business. This makes them distinctly different in a field dominated by global conglomerates.
Make your brand heard.
Having a unique and consistent brand voice helps people know what to expect when they hear from you. As you talk the same way all the time, people come to trust you more. And when you make your brand feel like a person, you create a strong emotional connections that build credibility.
Here’s what it takes to craft an authentic and competitively differentiating brand voice…
Understand your brand:
You’ve heard it before: be yourself. The same is true for brands. When you try to be something you're not, it’s awkward. Start here and explore the heart of your brand through purpose, point of view, and personality. Dig deep to the heart of your organization.
Understand your customers:
Go beyond your knowledge base and post-purchase surveys. Pick up that phone and interview your most recent and happiest customers. Learn how they think, how they talk, and what words they use.
Understand your competition:
Every industry leans on concepts and clichés. Keep the necessary ones, but ditch or flip the ones that aren't. Analyzing the competition, not to copy and steal, but to find gaps where you can create opportunity.
You hear me?
At the intersection of your brand, your customers, and the competition is a sweet spot where your brand voice should take root. Take the time to get it right. You’ll find a wonderful confidence, rise above the noise, and develop an advantage your competitors can’t touch.
So… a little bit louder now?
