What is a Brand Voice and what is its purpose?

We are all very different. We react to situations differently, and we have different preferences, inclinations, and temperaments. One person is quick and proactive, another strong-willed and goal-oriented, and a third calm and balanced. And each of these people requires a different approach. The same applies to brands. Every product or service on the market has a distinct personality, which speaks volumes about the brand through countless small details.

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If you look at famous global brands, you'll notice that each has its own character and unique personality: Apple is youthful, active, productive, and easy to use; Nike is prestigious, confident, reliable, and comfortable; Tesla is game-changing, eco-friendly, and green.

These brands need no explanation. Their image has been created and refined over many years of customer interaction and service. They now retain customer interest by maintaining their individuality.

If you own your own business or are planning to start one, it's crucial to find the "voice" you'll use to communicate with your customers. What's your idea? Who is it for? What message do you want to convey?

Take Nike's "voice" as an example. It adapts and evolves its customer communications as its target audience evolves and expands. The homepage prompts users to select a country of residence with a language they understand. And these aren't just two or three languages—they're dozens of languages ​​and countries. Nike offers apparel for professional sports, everyday workouts, and everyday wear. Nike speaks to each segment of its audience in their language, offering what's relevant, interesting, and in demand.

What is a brand voice (tone of voice)?

Essentially, it is a reflection of the company's character, its uniqueness and individuality, what the brand communicates to the world, and how the world will perceive and relate to the brand.

A brand's voice can be represented by images, music, colors, words, style, philosophy, and concept. The voice can also be the people working for the company, andwebsite page, through which the client becomes acquainted with the brand, and publications on social networks, and the company's content strategy.

Having a unique brand voice helps customers naturally choose from a variety of market offerings that share similar ideas, ideologies, and focus. This significantly simplifies the sales process.

Who is your client and how do you treat them?

A great way to define your brand's voice is to think about the people it serves. Who are they? What is their gender, age, where do they live, and what are their hobbies? What professions do they hold, and what problems can they solve through your brand's products?

Then, consider how your brand connects with these people and start talking about it. Speak your customers' language. Use the same words and expressions as them, and adopt a similar style and lifestyle. Is your brand similar to other companies your customers use? Does it have its own unique differentiator?

Explore your target audience's interests on social media. What are their core values? And most importantly, do your company's values ​​align with those of your target audience?

A company's brand voice must align with the needs of potential and current customers.

Word cloud

Have you ever seen images online with a bunch of words grouped together in a cloud shape? This word cloud is a way to try to capture a big idea in a single image. Try to write down as many words as possible that relate to your brand's voice and personality. How do you see your brand? You can reference the product, but it's important not to overlook its benefits.

For example, if you sell sunglasses to young people, your word cloud might look something like this:

• expressive;
• cheerful;
• energetic;
• adventurous;
• attention-grabbing;
• masking the view.

A word cloud for an investment firm serving high-net-worth clients might look like this:

• reliable;
• aware;
• wise;
• confident;
• current;
• consistent;
• calm.

A natural cosmetics brand might have a word cloud like this:

• natural;
• safe;
• eco-friendly;
• restorative;
• female;
• for those in the know.

Each brand's offering is immediately visible and clear. And customers immediately understand whether the brand's message resonates with them.

Don't try to be everyone's type.

One of the biggest mistakes many young companies make is trying to appeal to as broad an audience as possible. Many companies, striving to be persuasive, use terms like "unique, valuable, influential, important," and so on when describing their product. These are overly general and formulaic definitions that lack emotional impact. It's much more effective to target a single group of people and speak to them in a common language.

A brand's voice should evolve over time.

As a brand develops, introduces new products and services, and simply evolves over time, its brand voice should evolve. A company's image and the tone of its communications with customers can change over time. Many modern companies emphasize altruistic and inclusive values, environmental protection, and the most eco-friendly approach to product manufacturing. The Apple Watch brand voice, for example, is evolving, shifting its focus from simply being a convenient gadget to focusing on health and the ability to monitor body metrics during an active lifestyle. Perhaps in response to the spread of COVID-19, the watch also features a pulse oximeter—a device that measures blood oxygen saturation.

To keep up with global trends, every few years it is necessary to look at the brand's mission statement and assess whether it is in line with the times in which we live.