The Voice of the Brand: The Identity of the Company

Posted by Sirena Marketing on August 9th, 2019

In a world full of so much noise and fierce competition for consumer's attention, successful businesses have found branding to be the key to consistently excel in the marketplace. Proficient branding focuses on building a business personality that is easily identifiable and relatable to the target audience. And while branding mostly alludes to the visual aspects of a business, there is another element of branding that should always be taken into consideration: the voice of the brand.

What Is a Brand's Voice?

A brand voice is defined as the unique way in which a brand communicates with its target audience. It is identified by the uniformity of the words used, the attitude portrayed, and the value shared when a brand addresses its audiences. And all these aspects come together to represents the brand's identity. So simply put, a brand's voice is the communication of its identity to the target audiences.

From the above definition, you may then wonder: what is the difference between a brand's voice and a brand's tone. When it comes to branding, understanding, and differentiating, the two is crucially important. A brand's tone refers to the emotional inflection attached to a specific message, and it varies depending on the need to become the most suitable version to sell a particular message.

Does Your Brand Speak?

Now that you understand what the voice of a brand is, the next important question you should be asking yourself is whether your brand speaks? Well, absolutely! A brand does speak, but is the communication unique and authoritative? That is the real issue.

Imagine if your content was presented to your target audience but without your brand's logo. Would the audience be able to tell that the content was from your brand? Would they be able to link the content back to your business?

When your brand speaks, it should communicate your business' character, personality, values, mission, and your unique market positioning. This communication should always be uniform across every customer touchpoint. Whether it is through the branding on business packages or the content shared on different communication platforms, your brand's voice should always communicate your brand's identity effectively.

How to Effectively Communicate Your Brand's Identity

The secret to effectively communicating your brand's identity is in developing a unique and authoritative voice for your brand. This can be achieved through the following steps.

Step 1: Revert To Your Business' Mission Statement

Why the mission statement? Well, because that is where the core values of your business will be outlined and therein lays your brand's identity. Before you can effectively communicate your brand's identity, you must be well aware of what that identity is. Couple up your business' values with the founder's beliefs and you get the complete formula for your brand's personality. Now you know the persona of your business.

Step 2: Define Your Target Audience

In branding, defining the target audience is an activity that will be repeatedly done. This is because it is crucial to understand the recipient of your communication as a brand. To assist you in defining your target audience, you can sample your current best clients. You can then use them to create the persona of your ideal customer. You can also develop a simple poll for your existing clients to take so as to understand the personality of your ideal customer better. Once you know your target audience, you can now develop a suitable communication strategy to reach them.

Step 3: Sample And Audit Your Current Content

What kind of content have you been putting out so far? Sample out already produced content on your business' website, social media pages, print media, radio ads, and any other communication channel. Audit the content sampled out to group the unique content versus the content similar to your competitors, identify the common themes, the best performing pieces in terms of audience engagement and whether the brand's values and personality are conveyed in this content.

If you have not put out any content yet, task your branding team to develop various examples of material that would be used by the brand to communicate to the audience.

Step 4: Define Your Brand Voice

Based on the audited content, how can you describe the brand's voice? As a branding team, come up with three adjectives to describe the current voice the brand embodies. Is it confused, passionate, friendly, encouraging, etc.? Do these three adjectives represent the business values already identified? Do they relate to the target audience persona? If yes, is the brand voice as authoritative as it can be or is there room for improvement? If no, then which adjectives describe your envisioned brand voice uniquely and authoritatively?

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Step 5: Create A Brand Voice Chart

A brand voice chart is a branding reference tool that will ensure that all of your brand's content uses the same voice consistently when communicating. The brand voice chart is a detailed expansion of the description of your brand's voice.

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