The Power of Voice
In the world of branding and copywriting, we often hear the term Voice & Tone used in a vast list of "best practices." But what does it actually mean? Why is your brand voice of utmost importance? We believe the power lies first in finding it, and second in using it authentically.
The difference between Voice and Tone.
Think about you and your own personality and the way you interact with others. Would you say you're more reserved, empathetic, or wise? How about bold, unapologetic, and passionate? If you were a brand, those key characteristics are your voice.
Now, since we're all complex beings with moods and emotions that vary from situation to situation, think about how you talk to a friend versus a boss or in-law. Chances are your tone will be different depending on who you're speaking to, or the message you're conveying. That's tone.
Why it matters.
It relates to others.
Your audience isn't just a group of numbers, sales or potential prospects. They're real people. With personalities, and tastes and opinions, just like us. And what's even more sobering is that they can spot ingenuity from a mile away. In our ever-changing, online-first world, it's crucial to be able to relate to others. Human to human.
It builds trust.
People trust who they know. And trust is where solid audiences come from. It's this audience and group of customers that will follow you and your brand through the seasons. Brand loyalty is real, and though we don't necessarily believe in loyalty to one brand, we can get behind making your brand a recognizable and trustworthy resource of services or goods.
It sets you apart.
Distinction is key. Once you can connect with people, share common ground, and earn their trust through your voice and message, your brand is automatically moved from the proverbial category of "they're trying to sell me something" to "I value what they value."
How to find your voice.
Take a look at your brand. What do you provide? What are your values? Then, pick a few descriptors that you find most true to how you envision your brand. It could be cheerful, clever, and friendly. Or passionate, authoritative, and informative. Find your three.
How does your competition sound? We don't recommend spending too much time looking to others, but there is wisdom in knowing how they're talking to what might be a similar or the same audience. Adjust and refine accordingly.
Be honest and true. We can't be all things to all people, and that's ok. While inclusivity is always a positive, make sure you're aim in message and voice is focused and direct. You might not be edgy or bold or ultra-feminine, or whatever character trait someone else might be embodying. What matter is that you're true to your brand, and yourself.
Share your voice.
Once the hard work of introspection and analysis is done, pat yourself on the back. Going deep and asking yourself tough questions that cause you to think about your brand in a mindful way takes time and self-awareness, but finding your voice that is clear and distinct can take your identity much further than you think.
What are your thoughts on Voice & Tone? How have you learned to shape your message through your journey?