Brand Voice Definition
Brand voice and brand tone are not the same. The technique allows our brand to adjust its agent to convey the particular message and mood for a specific context.
And like the person, the brand must take a clear self-image and convey consistent ideas about its values.
And what it has to offer. But also, like a person, the brand must change its tone to be appropriate to the situation.
If the brand were to fluctuate between different voices, consumers could confuse what the brand represents and might not recognize it from one interaction to the next.
On the other hand, if the brand never adjusts its tone, it risks being irrelevant at best or offensive at worst.
Also, varying our brand tone from one media channel to another can keep our content on point without appearing in the throes of an identity crisis.
What are the Importance of the Consistent Brand Voice?
- Despite the difficulty of maintaining consistency, there are several benefits to doing so.
1. Strong First Impressions
- As the saying goes, we only get one. The consistent brand voice lets consumers absorb our brand quickly and easily.
- And it allows us to capture attention in a few seconds before the consumer chooses to keep scrolling.
2. Brand Recognition
- It must lead consumers to subconsciously connect certain words, ideas, and emotions with our brand.
- And shifts in the brand voice confuse our brand identity, preventing consumers from ever making that emotional connection.
- In contrast, the consistent makes a brand memorable, sticking in the consumers’ minds until they’re ready to make a purchase.
3. The competitive edge
- In the digital age, brands face more competition for consumer attention, interaction, and loyalty ever.
- Our brand voice is our chance to quickly and persuasively tell consumers why our brand is different (and better) than every other brand out there.
4. Customer Loyalty
- When the brand voice is ever-changing, it loses the opportunity to prove to consumers that they can trust the brand to understand their pain points and reliably deliver solutions.
- Its consistent brand voice convinces consumers that the brand is living up to its mission. And they follow through on their promises to the customer.
5. Company Confidence
- An authentic, dependable it can inspire employees to buy into the company culture and vision.
- Moreover, maintaining a clear and consistent brand gives our marketing team confidence in our brand strategy.
- And over time and across channels. When your team is confident in who you are, your customers will take notice.