• Sophie Hanneken

Who Am I? Finding Your Brand Voice

When you think about a brand, what aspects come to mind? Color schemes, logos and slogans might be at the top of your list, but one of the most important parts of building a brand is the brand’s voice. For example, Nike’s brand voice is powerful, inspiring and encouraging. Apple’s brand voice conveys confidence, innovation and passion. Each brand has its own string of buzzwords upon which its entire foundation is built.

Building on what SparkIt’s Lead Strategist, Richie, wrote in his blog post from October 2020, developing your brand voice is one way your brand can stand out on social media.

As consumers, we tend to identify with brands that make us feel a certain way. To continue with Nike, the brand instills the idea that anyone can be an athlete, and it uses language that encourages consumers to follow and purchase the brand by inspiring them to be their best selves and achieve their goals. Social media is a great way to use your brand voice by creating content consistent with your brand voice to convey messages to your audience.

But how can a brand identify its brand voice?

First, brainstorm what the brand strives to showcase to its audience. Is your brand witty and casual? Is it elegant and romantic? Write a list of 10 to 15 buzzwords, typically adjectives, that match the vibe and tone that you want your brand to convey. Then, narrow the list down to your top four to five words; these will be the basis for your brand voice.

When it comes to developing your brand voice, you want to make sure to be authentic in the representation of your brand. Be sure to avoid using jargon and instead simply write how you speak. Using sensational language may generate short-term engagement, but it won’t work for the long haul. Simple and truthful is the way to go when developing your brand voice. Remember, your brand voice should be a memorable identifier for your brand.

Social media tends to require little copy and instead focuses on visuals. How can you use your brand voice to convey messages through visuals? This is where color and patterns come into play. Think about the vibe and tone of your brand voice and develop a brand guide that aligns with the feel of your brand voice. This can include the buzzwords you’ve chosen, logo design guidelines, colors, fonts and values.

Once you’ve found your brand voice, keep it consistent. Let it serve as a guide for the entirety of your brand’s social media platforms. Whether it be Twitter, Instagram or another social media platform, be sure that the brand does not stray from the basis of the brand voice. Keep it simple.

Focus on interacting with your audience. Listen and respond in ways that are consistent with your brand voice.

Take a look at Taco Bell. The brand voice is weird and casual, and it works.

Taco Bell knows its audience. It knows exactly what it wants to showcase, and therefore, the brand has a developed brand voice that is consistent on both Twitter and Instagram.

Straying from your brand voice can be detrimental to your brand. Your audience may lose a sense of understanding when the content they view from your brand is not consistent with your brand voice.

You can make sure your brand stays consistent by remembering to reflect back on your buzzwords and make sure all content matches the vibe and tone that you have established through your brand voice.

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