Your business' brand voice is more important than you think - here's why

It's all about brand voice!!!! Did you hear that?

If you are a business owner, you may have heard marketing people go on and on about your business's brand voice, brand tone, or brand tone of voice. And you also may be very confused about what means what, what's important and what even exists.

In the most simplest of terms, there is actually a difference between your brand's tone and voice. Brand voice expresses your brand's distinct personality through words, and it's used for positioning, brand recognition and authenticity. It helps to show your core values. Brand tone on the other hand, expresses the variation of your voice to different audiences and situations. This is used for showing empathy, increasing relevance and creating a better experience for your customer. It shows the nuances of your brand voice.

The reason voice is so important to your business, is that it helps to define your brand. It helps you to show off your brand's unique personality, separates you from your competition and helps your customer relate more to you.

So how do you find your brand's voice?

Don't worry, it's a lot easier to find your brand voice than you might think. It doesn't matter whether you've been stressfully brainstorming for days or whether it's something you've barely heard of, you can find the right language and tone for your brand just by asking yourself these questions.

What's your overall mission and values? Get back to basics and remember the heart of your business and what you're all about. Understanding this can help you begin to find your voice, whether that be serious or witty, easy-going or plain-spoken.
Who are you targeting? If you know your customer well, then you'll know how to speak to them. Think of your ideal customer, consider their age, interests and how they may talk, and let that influence your brand voice.
What's your product/service? Depending on what you are selling, this can change your brand voice a lot. Like if your product is fun and entertaining, the language and tone you use should reflect this.
How should my customer feel after engaging with my business? Educated? Motivated? Chilled out? You may need to think about what your desired end result you want your customer to be feeling.

Trends that will improve your brand voice

Humour - everyone loves a joke

57% of all consumers want marketing to amuse and entertain them, according to 2022 US Consumer Trend Report by Attest. Because all you hear on the news, talking with friends, on social media, is awful news about the government, the cost of living, the climate crisis; maybe people are looking for some comedic relief. Now is a perfect time to be a bit cheeky, funny and put a smile on your customer's face!

Brand Pillars - motivation, education and inspiration

In the same survey, it was found that 47% of consumers want brands to make them feel motivated, 34.5% want to learn new things, and 34% want messaging to be thought-provoking. It's so important for the content that your produce to have a purpose behind it, even down to that tiny Instagram caption you need to write in 2 minutes. Of course it helps if the product or service your business is providing happens to be educational, or motivational, however whatever you're selling can be all these things too! There's a reason why your potential customer has found your business, so tap into this with your brand voice.

Relatability - talk like an actual human being!

Memes are massively popular. And what makes 99% of memes massively popular? They are relatable! Half the accounts most people will follow on Instagram and TikTok will be in their following list because that person can relate to them somehow. And don't worry, I'm not saying you have to start reposting funny cat videos or iced coffee memes, or even start creating your own. Not at all! All being relatable really means is for your brand to break through that fourth wall, and talk human to human with your customers. People want to feel connected, so connect!

Now you know more about brand voice and it's importance, it's time to create your own! Remember, nothing is too much, as long as it's fitting to your brand and feels unique to you. Brand tone of voice can always be a work in progress!

BACK TO BLOG