Have you heard yourself lately?
Have you ever listened back to an audio recording of yourself, slightly cringed and then thought — is that what I sound like? Yikes! Me too. It has become a weekly occurrence in this COVID-19 era, and it’s weird to think about how many digitised versions there are of us out in the ether.
Knowing what your brand voice sounds like is just vital as pressing playback on your voice note.
This year has been a year that has caused many to hit the pause button, to stop and re-evaluate all the big existential questions. Many have been considering how they engage with media consumption, people are in vastly different economic, psychological and physical situations than they were at the start of the year.
This should be reflected in your messaging. People are interested in brands that can fit holistically into their lives. In a year where we have been divided people are looking for ways to become more integrated.
Brand voice - what is it?
Your brand's voice is like your signature perfume; it is the unique blend of tone, phrases, and cadences that your audience associates with you.
A good example of this is Nike’s slogan ‘just do it’, or Red Bull’s ‘[it] gives you wings’ both of these brands have active voices, in their messaging they are inspirational, motivating their audiences to achieve more, and be more.
They are interested in galvanising their audiences, and because of this they can create a community of loyal consumers and build out their brands into other activities like Red Bull Events and the Nike Run Club.
3 things you need to consider when creating/ re-evaluating your brand’s voice
1. Belonging (Kinfolk)
We often run ourselves ragged trying to be all things to all people — stop that. Find your folks. Your people are out there waiting for you to join them or to create a unique community for and with them. Identify your audience and speak to them with the language of belonging and kinship. Let your language and your manner of communication make space for community building.
2. Distinction
The ethic of kinship will help you with this, but effective brand voices are easily recognised. Think of James Earl Jones as the voice of Mufasa - it is unmistakable. You want your voice to sound unique like a homing beacon attracting long lost members of your brand’s community. Create a special bank of word choices and themes that are easily recognisable.
3. Consistency (Faithfulness)
Be consistent in your values and your ethos. People can smell inconsistency and inauthenticity from a mile away. Clout-chasing or a forced attempt at relevancy is akin to a dead rodent stuck in the wall for your brand’s reputation. Building upon the value of belonging, a consistent and stable voice in the home is necessary for healthy child development. It’s the same with your audiences, be clear and consistent, let people build up an expectation around your brand this is how you gain trust and loyalty.
I hope these tips have helped you identify what your brand voice sounds like or could sound like. Subscribe to the blog if you would like to read more insights.