When you hear "Just Do It," what do you picture?

Nike, right?

That's the power of a distinct brand voice.

In a marketplace buzzing with businesses competing for attention, your brand's voice is the one thing that can either make you the talk of the town or just another face in the crowd.

But, what exactly is a brand voice?

A brand voice is the unique and consistent expression that shapes your business’ identity through written and spoken communication. It goes beyond mere words; it encapsulates the tone, style, and values that set your business apart.

It's the words that resonate in every social media post, the narrative woven into your website's content, and the script that guides your customer service interactions.

Much like a person's voice, a brand voice is recognisable, memorable, and leaves a lasting impression. It becomes the language your audience associates with your brand, creating a sense of familiarity and trust. It's not just about what you say but how you say it—whether it's adding humour into your messaging like Wendy's, exuding sophistication like Apple, or adopting a playful and quirky tone like Innocent Drinks.

In today’s competitive landscape, where products and services can be similar, a distinct brand voice is the one thing that will shift your business from being merely noticed to being unforgettable.

Using your brand voice to build emotional connections

Let’s take Starbucks as an example. Their brand promise is “to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.” So they don't just sell coffee; they sell the promise of an experience.

Your brand voice can do the same – shift your business from a transaction to an emotional experience.

Why does this matter? Because emotions drive decisions.

Emotionally engaged customers not only make repeat purchases but also become enthusiastic advocates, happy to spread the word about your brand and the great product or exceptional service you provide.

How to Build Trust

Imagine you're at a party, and there's that one person who's always genuine, always themselves. You trust them, right? And you feel comfortable around them.

Your brand voice works the same way.

Keep it consistent across every platform and marketing material. Consistency builds trust in your brand. When your audience knows what to expect, it creates a sense of reliability.

Use tools, templates, or a brand style guide to maintain a uniform voice. Your audience should recognise you whether they're reading an email, scrolling through Instagram, or visiting your website.

Remember to also be transparent. Be open and honest in your communication, addressing both the positive and the challenging aspects of your business. If a mistake occurs, acknowledge it, take responsibility, and demonstrate how you're resolving the issue.

More importantly, deliver on your promises. If your brand voice conveys a commitment to quality, excellent customer service, or certain values, ensure that every aspect of your business reflects these commitments. Consistently meeting or exceeding expectations reinforces the trust your audience has placed in your brand.

How to find your brand voice

1. Understand your target audience

Know your audience like the back of your hand.

Understanding your target audience is crucial to tailoring a brand voice that resonates with them.

Conduct market research to grasp their preferences, communication styles, and the platforms they frequent.

Use surveys, social media analytics, or even a good ol’-fashioned conversation. Ask questions, listen to the answers, and adapt accordingly.

Are they more responsive to witty banter, straightforward information, or heartfelt storytelling? By aligning your brand voice with the expectations or preferences of your audience, you’ll capture their attention and establish a connection that goes beyond the transactional nature of business.

2. Know Your Brand Values

Think about TOMS – their tagline is “Wear Good” because every purchase supports a cause. That's not just a marketing strategy, it’s a conscious decision rooted in their values.

To infuse your brand voice with similar authenticity, start by clearly identifying and articulating your values. Are you driven by innovation, sustainability, customer empowerment, or perhaps community engagement? Once defined, ensure that these values permeate every aspect of your communication, whether you’re brainstorming a tagline, responding to customer inquiries or creating a marketing campaign.

3. Establish your vocabulary

What words will form part of your brand’s vocabulary? Will there be any cuss words? Will you use emojis?

Will you be witty and playful, adopting a conversational tone like a friend chatting over coffee?

Or will you go for a more formal and authoritative style that evokes expertise and trustworthiness?

Will you greet your customers with a warm “Hey there! We're thrilled you stopped by. Feel free to reach out if you have any questions about our products or just want to chat”?

Or will they be welcomed with a more formal “Greetings! We appreciate your visit and welcome any inquiries you may have regarding our products or any other matters you wish to discuss”?

4. Be authentic

Ever met someone who's trying too hard to be someone they're not? Awkward, right? Your brand voice is no different.

Your audience can sniff out a fake from a mile away. So, be yourself – flaws and all. If your brand were a person, it should be the friend who tells it like it is, not the one with a fake smile plastered on.