Behind every memorable business is a strong brand voice that paved the way. Developing a unique brand voice has become increasingly important to a brand’s online presence. A strong brand voice is recognized immediately and distinguishes your company in a very crowded market.
Online presence is a key component in building your brand voice. Whether through your website or social media content, businesses can leverage their brand voice to stand out from the competition and gain loyal customers.
This article explains the importance of developing brand identity online and outlines the steps to take to establishing a consistent and strong brand voice.
What is a Brand Voice?
Brand voice, or brand identity, is the unique way a brand communicates its messages to its target audience. Think of a brand voice as its personality. Brand voice conveys your brand’s personality as well as the company’s values, identity and expertise through your content, tone and other communications.
Since the development of social media, consumer engagement has become an important part of a brand’s image. Consumer engagement refers to the interaction between a company and its customers.
Because of this, it’s becoming more important for companies to establish an online voice.
The goal of developing a brand voice is to make a lasting impression on potential customers to set you apart from other brands. The most successful companies have a strong brand voice which in turn drives customer loyalty. When interacting with brands online, people seek connection, not just information.
Why Brand Voice is Important
A well-developed brand voice can do many things for your business and brand. Benefits include:
- Making your brand recognizable and identifiable
- Building customer trust and loyalty with consistent messaging.
- Enabling your target audience to easily relate to your brand, building trust with your consumers
- Developing your brand’s exclusive personality and style
- Fostering long-lasting relationships with your customers
- Creating a community around your brand
- Communicating what customers can expect from interactions with your brand
- Cuts out jargon and sales talk, enabling you to engage with customers authentically.
Establish Your Brand Voice
To develop your unique brand voice online, follow these steps to get you on the right path:
Step 1: Reassess Your Core Values
First, you need to have a clear understanding of who your brand is so you can effectively communicate messages to your audience. Take a step back and reassess your company’s values, core mission, and vision. To define your core values, ask yourself the following questions:
- Why was the company founded?
- What makes your brand unique?
- What sets you apart from your competitors?
- What does your brand stand for?
- What values do you want to share with your target audience?
Your marketing efforts should always tie back to your core values. Use your core values to generate specific objectives, which stay true to your brand voice.
Step 2: Understand Your Audience
To create a brand voice, you need to know who you are trying to reach and what’s important to them. If you have marketing personas for your customers, you can use those to help build your brand voice.
Understanding how your audience prefers to gather this information will help you determine the type of content and marketing channel to use. You can then tailor your brand voice to meet the target audience’s expectations. In most of the digital agencies and leading web development companies, Digital Marketers are always focus on the target audience when they developing marketing strategies for specific business sector.
Your brand voice should familiar and comfortable for your target audience. Think of your brand as your audience’s friend. When reading your content or looking at your site, they should feel an instant connection. By making your brand voice one that is familiar, you will be able to target the right demographic and build a unique relationship with your audience.
Step 3: Create Cohesive Content
Since you now know your company’s values and the demographic you want to target, you should have a handle on how to communicate your message and convey your brand voice through online content. This is your brands’ opportunity to get creative.
Your online content can include:
- Your website
- Blog posts
- Social media content
- YouTube videos
Not only does your brand voice include the tone of voice you use, but it also includes your content’s aesthetic. Make sure to use the same type of layouts, color schemes and writing style throughout all your content.
Remember your aesthetic is a big contributor to your brand’s online presence. By sticking with a cohesive theme, you will be able to showcase a memorable brand voice through your marketing efforts.
Step 4: Consistency
As the saying goes, consistency is key. If you aren’t consistent, your brand won’t gain the attention it deserves. Consistency not only means consistency in your content schedule but also staying consistent in the way you project your voice.
If your brand voice is meant to be warm and welcoming, or light and funny, use that same tone of voice throughout all your online efforts.
Inconsistency in your brand’s image can confuse customers. By staying consistent, you will be able to attract customers and keep them around. Almost every best web design company focused on consistency according to the particular project to increase the user engagement which is a basic requirement of their clients.
Let’s look at some examples of different brand’s unique voice online.
TransUnion has a consistent aesthetic that is seen through all of its brands, including ShareAble for Hires and SmartMove.
As you can see, they use the same logo, fonts, and color schemes, making them easily recognizable to the consumer’s eye.
When it comes to brand personality online, fast-food chain Wendy’s is killing the competition. Known for their sassy and comedic tone, they have been a standout brand on Twitter for the last few years.
Hausera utilizes their blog page to connect with their audience. They are consistent in their content, which targets those in the home improvement and design niche.
Maintaining a consistent, well thought out brand voice is crucial to the success of your brand online. It helps you build better connections with your target audience and distinguishes your brand from your competitors. Use the steps outlined in to establish a consistent and strong brand voice online.