What is brand voice?
When people think about brands, they often think about their visual identity.
However, there’s another element that often gets overlooked: voice and tone.
(Article by Nathan Ellering published on coschedule.com )
Brand voice refers to the personality and emotion infused into a company’s communications. It encompasses everything from the words and language you use, to the personality and image your marketing assets aim to invoke. It plays an important role in making sure your message cuts through the noise and makes a lasting impression on potential customers.
Here’s an example brand voice chart to help you prime the pump as you think about the personality you want to project.
Why is having a strong brand voice important?
The most enduring companies have a strong personality and clear sense of purpose. Their message is delivered consistently everywhere they have a presence with an established brand voice.
Developing brand recognition with consumers requires consistency and repetition. If your personality or messaging appear to change frequently, it’s harder for audiences to know exactly what you’re all about. As a result, your efforts are likely to fall flat, and lose out to a better-branded option (whether or not they can match your product quality).
What is the difference between voice and tone?
In addition to your voice, it’s also important to understand tone.
- Voice: This describes your company’s personality. It’s consistent and unchanging.
- Tone: The emotional inflection applied to your voice. It adjusts to what’s suitable for a particular piece or message.
While your voice remains consistent, tone may change according to the context of your messaging. For example, a social media post about a fun sale would have a more light-hearted tone than one breaking news about a company crisis.
(read the full article here)