Silence is not golden: how to find your brand’s voice

A brand voice is not just a style of texts, a beautiful logo or a slogan. It is the character of the company, its personality and its way of communicating with clients. It helps a brand be recognizable, inspire trust and stand out from competitors.

Imagine that your brand is a person. It can be a bright, interesting conversationalist or, on the contrary, quiet and inexpressive.

And now ask yourself:

“How do I want to be remembered?”

In business it matters not only what you say but also how exactly you do it. Let’s look at why a brand voice matters and how to find it.

Why a brand voice is needed

Remember how you choose friends.

We respect some for their intellect, love others for their sense of humor, and with others we can talk about everything for hours.

People perceive brands in a similar way. It is important for clients to understand a company, share its values and feel that they are heard.

Your business’s voice is not only the style of writing texts. It shows in how you communicate with clients on different platforms:

• in social networks;
• on the website;
• in mailings;
• in phone conversations.

It is also the character of the company: friendly, decisive, cheerful or even bold.

What it will be is up to you. The main thing is that this character shows in communication.

Why a brand voice matters for business

1. Recognition and standing out from competitors

When many companies offer similar products, a brand voice helps you stand out.

It forms associations and lets clients remember the company faster.

And for this you do not have to speak louder than the rest. What matters is that you are recognized by your manner of communication.

2. Trust and closeness to clients

A brand voice helps create a feeling of personal communication.

Imagine that the client interacts not with a faceless corporation but with a friend or mentor who is ready to help and support.

The feeling “this brand understands me” helps build trust.

And trust can influence repeat purchases and recommendations.

3. Clarity and consistency

When a brand has a certain voice, its communication becomes recognizable across platforms.

Clients get used to your style and know what to expect.

It is like a favorite song that you recognize from the first notes.

How to find your brand voice

1. Understand who your audience is

Who do you want to address?

• Young parents?
• Ambitious entrepreneurs?

Whoever your client is, it is important to speak a language they understand, choose suitable words and use jokes if they are appropriate.

Explaining the same idea to a grandmother and to a grandson are two completely different tasks.

2. Define the brand’s character

Imagine that your brand is a character.

It can be:

• friendly, caring and positive;
• serious, restrained and decisive.

Define the qualities that reflect the brand’s character and keep to them in communication.

3. Choose your style of communication

It is like choosing clothes.

If you decided to be creative, a bright shirt may suit better than a strict suit.

A similar principle works for a brand voice: the chosen style must stay consistent so that clients understand who they are dealing with.

4. Do not be afraid to be yourself

A brand, like a person, must have its own voice if it wants to be heard.

Speak to the audience in one language, be sincere and consistent.

That way it will be easier for the brand to become recognizable and understandable to its clients.