The brand voice can be defined as that projection of the personality of a brand, it is a unique and distinctive description that separates it from the rest, that impacts its behavior in different spaces and that causes an emotional response in consumers. This should not be confused Lithuania Phone Number List with tone as the latter concept refers to how the voice is used in different settings, content and with different audiences.
Why is it important to have a brand voice?
Transmitting good messages to audiences is essential, therefore, having a brand voice is considered necessary for all firms. It is an element that gives them consistency, which can be well rewarded. According to data reported by LucidPress , consistent brand presentation can increase revenue, on average, up to 23 percent. In addition to consistency, we are talking about an element that can help to better connect with people because it provides authenticity, an aspect that up to 80 percent of consumers cite as the main factor to follow a brand in spaces such as social networks.
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How to define the brand voice?
Evaluate the current voice and tone.
Unless it is a recently launched brand, it should already have a good amount of content to evaluate, this includes even the copy used on the site, blog entries, whitepapers or ebooks, social media posts and all that. which falls into the category of content marketing assets. The idea with this is to try to identify what are the similarities between these pieces and if they are suitable for your brand and its consumers.
Decide what to keep and what to discard.
After evaluating your content, the next step to follow is to decide what attributes and phrases you want to keep and what others you need to change. The best way to guide this effort is by taking as a reference what you are doing well and that is providing results in order to draw the new brand voice. For example, maybe you want to simplify your language, go from something formal to something more informal like using “your” instead of “su”, or maybe you need to change the language you use and stop talking about characteristics to focus only in talking about benefits.
Identify the attributes.
Attributes are those characteristics that define the voice of a brand, generally, according to Marketing Insider Group, the voice must have at least 3. These attributes will guide all content, from product brochures to posts on social networks. For example, if you want a voice that is “accessible”, some of its characteristics should be:
- Genuine and with human language.
- Not very technical or sales oriented.
- With messages that focus on stories to connect with the audience.
To denote these characteristics, you must establish what should and should not be done, following this same example it would be necessary: use simple language, use adjectives with purpose and not as filler, make short sentences, be concise and be conversational. This is a process that will be necessary for each attribute selected for the brand voice.
Choose the words.
With the previous points completed, the next step is to use the selected attributes, and the yes and no things, as a benchmark for choosing all the words to use with the brand and also the ones to avoid Phone Number List. The selection of words also implies that you will have to establish rules of syntax, structure and other considerations with the language, such as always working with sentences of less than 20 words.
Establish the language.
The language of a brand is translated as that unique sales proposal and elevator pitch, if the brand already has these elements it is ideal to align them with the voice, if it does not yet have them it is advisable to determine them because these are an ideal example of what it looks like. the voice and tone of the brand.
Define when to change the pitch.
The voice of a brand is always preserved, however, its tone can change depending on the format that is being used to capture it, it is not the same to write a tweet of 280 characters or less than to write an eBook on some subject in specific. The brand should have rules to determine when it is necessary to make a change in tone.
Relate it to your products or service.
Finally, the last point for the voice of your brand to be adequate, is to identify how the brand will talk about its own products or services. It is important to determine this step because many of the content that the brand will create will be around these and it is necessary to ensure that the messages are appropriate. The language used should be a good sample of the value proposition of each product or service.
The brand voice is an element that changes depending on the industry and the evolution of the company, so monitoring it is a task that is also important to perform. Once the brand has its voice and tone, it must make use of these elements to guide its efforts to fulfill tasks such as developing its brand awareness or building trust with its consumers.