What’s Your Brand’s Voice?
Does your brand need to recalculate its tone of voice? And what is a brand’s voice, anyway?
Some brands are so severe, corporate, and soulless – it’s a bit cringeworthy. When you read the copy on a website or a brochure, you’d think they were saving the universe and curing diseases. The reality is they are only selling screwdrivers, software, or salad dressing.
There is a tone in some writing that is so corporate or bureaucratic, and worst of all, inconsistent with what the brand represents.
Where the Jane or Joe behind the brand? Who are the humans who have built this business but given up their voice to put themselves way high up on a pedestal? A brand’s voice should be consistent with your brand’s archetype and personality.
Are you a sage or an outlaw? A creator or a caregiver?
Your brand voice matters. If you are a whimsical brand or dead-serious, the copy on your website or in your marketing needs to reflect that tone.
Brands – Make It Real
Lately, I have observed a trend where copy for new businesses is moving towards a more casual tone with a bit of sass and attitude, just like the people behind the business. Companies are starting to let their natural voice and style live in public. Startups and early-stage brands often capture a more human voice – with attitude, personality, and a clear throughline to their brand’s essence.
The key is consistency. A company’s communications should be down-to-earth, not pretentious or imperious highfalutin. But most importantly, it should be true to what the brand is all about. You need rules that outline brand voice just like brand standards for logos and colors.
What is Brand Voice?
Brand voice is the consistent way to speak to customers and tell your story. How your brand sounds are equally as important as how it looks. You wouldn’t change your logo or brand colors because you are online? A brand’s voice isn’t different from your visual identity.
Mailchimp: I have always enjoyed receiving emails from MailChimp. It is an informal tone but never obnoxious or inappropriate. The Mailchimp voice is genuine, playful and with dry wit – and a lovely touch of humor. You can read their MailChimp’s brand voice guidelines.
Harley: Other brands like Harley – Davidson are strong, aggressive, and confident. They are in your face – not light and casual. I always sense that their messaging is saying – “are you up to handling our bikes?” Almost like a challenge. It is consistent with their outlaw brand archetype too. They speak to the rebellious folks and evoke a traditional masculine language, tone, and tenor.
What’s Your Brand’s Voice Like?
Are you funny or serious? Casual or formal? Sassy or respectful? Enthusiastic or down-to-earth?
If you need help, give me a shout or a whisper.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Steven Erixon on Unsplash
