Defining brand identity is a process every company should go through in order to increase its value. This results in a more effective operational activity, where customer acquisition is accelerated and internally, employees are provided with clear direction and are more motivated.
In order to build a strong, comprehensive and consistent brand identity you need to define the voice, tone and style of your brand. As a brand, communication with the rest of the world is what will set your company apart, especially in this social media-driven environment.
Voice is the unique and differentiating aspect of your brand’s communication with the target audience. It should remain consistent across all channels and throughout every piece of content created. For example, brand voice is the reason why Coca-Cola’s or Apple’s new commercials are easily recognized.
A brand’s voice is clearly defined and shows what a brand represents and what it is not. For instance,
- Confident, but not arrogant
- Funny, but not offensive
- Inspiring, but not cheesy
Besides enabling a company to stand out, a well defined brand voice will also project unique values and principles that might resonate with a specific target audience.
Different from the voice, the tone of your brand will adjust depending on the situation.
Different tones have the purpose to build an emotional connection with the audience in different situations. In order to achieve this, you need to have a clear image of your buyer profile and enable them to engage with your brand seamlessly. As such, you need to analyse your buyer personas and their journeys to devise the different tones you should use to connect with your audience in an effective way.
The Difference between Voice and Tone
Every one of us has a unique voice that remains more or less the same at all times. Tone, on the other hand, changes depending on the situation we are in.
Similarly, your brand message to your customer should have a common voice that they can recognize and associate rapidly. It’s the aspect that makes your communication unique from other brands. On the other hand, the tone of your speech, for example, might change according to recent events.
For example, finance companies generally have a friendly voice when communicating with their prospects. Financial services will often be difficult to understand; hence a user-friendly manner of communication ensures that the target audience does not shy away from complex products.
On the other side, financial companies want to maintain a credible and trustworthy image. Therefore, companies tend to use clear-cut phrases and provide well structured arguments supported by data, keeping the tone professional.