24 Jan Why your brand needs a voice (and tone!)
“Oh heeeeey there! We are SO excited you have read our blog!”
“Welcome to The K.I.S.S Marketing Agency’s weekly blog. Today we discuss…”
“Are you an overwhelmed marketer looking for a great two minute read on Brand? Then read on, dear reader.”
No we haven’t gone crazy and we haven’t made an unfortunate series of errors in our proofing process, what you’ve seen above is an example of how tone and voice play a vital role in the way you communicate with your audience. From super casual, to overly formal to somewhere in between, your brand’s tone and voice shouldn’t be an afterthought.
It tells people who you are
Your brand voice should reflect your brand identity. It tells your customers who you are and adds another layer of personality to your brand.
Consider who your target audience is and ensure your voice reflects the message you want to depict to them. But don’t fake it; if you’re not a relaxed brand, don’t try to be. Choose a tone and voice that reflects your genuine values and appeals to your target audience.
It builds trust
For brands today, trust is not simply a nicety, but a necessity.
Consumers can be a doubtful bunch. They want to know whom they interact with are trustworthy, honest and real. Establishing a consistent tone of voice will allow your customers to connect with your brand and give the sense that they are getting to know you.
Switching between different tones of voice sends a confusing message.
It sets you apart
In a crowded market it would be pretty boring if we all sounded the same, right?
Whether you communicate quietly, passionately or in a humorous way, your tone of voice is going to set you apart from your competition and determine how people portray and recognise your brand.
It makes you relatable
Consumers today will engage on a much deeper level with a brand they can relate to. It builds a connection and underlying emotional attachment.
In the words of Maya Angelou, “At the end of the day people won’t remember what you said or did, they will remember how you made them feel.” And this is never truer in business. Memorable and emotional connections lead to brand loyalty. A tone of voice that consistently speaks to the emotional mind-set of your customer is key to attracting and retaining the right audience.
Need help nailing your brand voice and tone?
See you next week