SALES & MARKETING
Your brand has a voice. Can you hear it? When you hear an ad on TV or drive past a billboard, you probably don’t even need to know the advertiser’s name to know it’s promoting one of your favorite brands. Like a close friend, you can recognize their tone and phrasing anywhere: Spotify’s is edgy, concise, and direct, Mailchimp’s is laid-back, conversational, and humorous, and Fenty Beauty’s is dramatic, bold, poetic. Now that’s the power of a great brand voice.
W
WHAT IS A BRAND VOICE? Think about the last time you spoke to a friend on the phone. Caller ID aside, how did you know it was her on the phone? You were probably to recognize her voice right away – specifically her speech patterns, language, and the way she tells stories. You also can picture the last time you had a conversation with a stranger. What sort of words did they use? Were they outgoing or shy? And most importantly, how did you feel after speaking with them? A person’s voice is usually synonymous with their personality – and brand voice isn’t much different. The difference is that while you might change your voice to suit different occasions, your business’ brand voice is the language it uses across all forms of communication, from official statements to social media captions. A great brand voice should reflect your company culture, your core values, and what you do. Pull this off, and you’ll increase your brand loyalty tenfold as well as pull in new customers that resonate with your brand voice. But how exactly do you translate your mission to messaging? Let’s break it down.
46
LocalBizSC.com Q3 2022
