How to develop a Unique Brand Voice
A brand voice is developed from a well-crafting brand strategy that identifies all the elements of the brand including its personality/character, identity, offerings, ideals, attributes, ethos and values. However, the brand voice is derived largely from the brand’s identity. See the definition below of a brand identity by Sola Abulu, our Principal Consultant:
A brand identity is the externally visible elements of a brand that identify and distinguish the brand in consumers minds. While this can include visual aspects such as colour, design, and logo, it also includes the type of language and interactions a brand has with consumers.
The brand’s voice is categorized by the type of language and style of interactions that a brand establishes with its consumers and audience through several communications channels.
Different brands have different voices that identifies them. For instance, Dove by Unilever adopts a confident, inspiring and authentic brand voice that helps its audience identify their brand as one to enhance already-existing beauty. Slack, which is a digital messaging tool for internal communications within businesses and organizations, adopts a clear concise and human brand voice which speaks to users directly.
Why is it important to develop a Brand Voice?
- It gives insights to the identity of a brand
- It provides a good basis for the brand principles that guides the business operations
- It provides the basis for recruitment conversations and helps establish an organizational culture.
In an article by Forbes on the Importance of a Brand Voice and Tone, they stated:
When it comes to presenting your brand, choosing which brand voice and tone to use is crucial. Particularly during the introduction stage, customers instinctively recognize the way they are addressed and spoken to, which then significantly impacts their entire view of a brand.
Developing Your Unique Voice
Therefore, to develop a brand voice, the brand must do the following:
- Be invested in crafting a brand strategy first which relies heavily on the brand elements as identified at the start of this article.
- A brand’s voice is also identified by the stories the brand tells and how they tell them. People are most interested in who you are as a brand before they want to know what you do. So, tell your unique stories of why you started the brand and the problems you are trying to solve
- A unique brand voice is achieved from your bran’s visibility. Whether or not people use your service, it is important to be known in the niche you operate.
A brand voice differentiates your brand from the hundreds of brands in the world. It is equally as important as having other visual brand elements such as brand logos, brand colours, etc.
Learn how to grow your brand as an asset that enables your business or organization to achieve its full potentials in our 3rd training cohort of the Brand Strategy and Marketing Communications Course on March 27. We are currently running a 10% Discount which ends on March 14, 2025. To join this cohort-register here.
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Sola Abulu & Associates is a strategy and communications consulting and training firm committed to enabling businesses, brands and organizations to achieve their objectives through strategic communications, organizational effectiveness and reputation risk management
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