Why Is Brand Tone of Voice So Important?
You Can Create a Fake Brand and Give it a Brand Tone of Voice, and Everyone Will Believe it!
Strong brand identity is one of the factors to achieve success. A brand’s tone of voice provides guidance on how to communicate with the audience to convey the personality, values and mission of a brand.
Here are some reasons for why is brand tone of voice so important for your business success:
- Shows your brand’s personality.
- Talks directly to your audience.
- Maintains consistency.
- Makes you unique.
Everyone has their own unique voice. Whether you are a writer or a business owner, having a distinct voice sets you apart from others. Brand voice provides guidance on what to say and how to say it.
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Now, let’s dive deeper into this topic!
1. Shows Your Brand’s Personality
A strong brand voice will accurately describe the character, values and mission of your brand. Of course, you also have to determine which target audience you want to reach.
Example from Red Bull:
Red Bull’s brand voice accurately shows its adventurous and high energy personality.
The company’s messaging, advertisements, and sponsorships are all centered around extreme sports, adrenaline activities, and pushing boundaries.
Red Bull successfully targets thrill seeking individuals who resonate with their brand values.
2. Talks Directly to Your Audience
A strong brand voice can effectively communicate with your target audience, connecting with them in a way that aligns with their lifestyle.
It’s important to develop buyer personas to directly address their specific needs, challenges, and motivations. Here’s the article to help you create buyer personas:
Example from Nike:
Nike’s brand voice is known for its motivational tone. The company directly addresses its target audience of athletes and sports enthusiasts by using powerful slogans like “Just Do It”.
Nike is delivering messages that inspire individuals to push their limits and achieve greatness. Nike’s brand voice resonates with their audience’s aspirations and speaks to their passion for sports and personal growth.
3. Maintains Consistency
When your brand has a consistent voice across all marketing platforms. audiences will grow a sense of familiarity and affinity with your brand. This, in turn, makes your brand more authoritative and trustworthy.
On the other hand, if your brand lacks consistency, it may raise doubts in the minds of audiences and lead them to question the authenticity of your brand.
Example from Apple:
From the product packaging and advertising, Apple maintains a consistent tone of being expensive, innovative and user friendly.
This consistency creates a sense of familiarity and trust among consumers. Strengthening the brand’s reputation for delivering the best technology and high quality.
4. Makes You Unique
A distinctive brand voice sets your brand apart from competitors and helps you stand out in a crowded market.
When creating your brand voice, make sure it aligns with your target audience. Give them compelling reasons to choose your brand over others.
Example from Coca-cola:
The company positions itself as a provider of happiness moments, joy and sharing experiences.
Through its advertising campaigns and messaging, Coca-Cola creates a unique emotional connection with consumers, distinguishing itself from other beverage companies.
Brand voice focuses on the experience of enjoying Coca-Cola and the positive emotions associated with it.
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