Branding and visuals often go hand in hand, but your brand’s language doesn’t come through with colors and font alone. Brand voice literally refers to the words you use to connect with your audience. Creating a brand voice isn’t necessary, but it can set you apart from the competition.
What is a Brand Voice or “Language?”
Brand voice or language is a distinct personality your brand presents. Up until recently, few brands were known for their storytelling capabilities, but companies that utilized their brand voice more often tend to have the most die-hard fans. Think Coca-Cola or Harley-Davidson.
Instead of thinking, “what is my brand,” ask yourself, “who is my brand?” This will make it easier for you to draw an audience. However, if you’re based in Manchester and need some expert advice, branding agency Shape can help get your branding right, so you can focus on selling.
Why Does Brand Voice and Language Matter?
A lot of brands wonder why creating a distinct brand voice is necessary, especially since the general approach attracts more customers. However, this isn’t the case.
1. Brand Voice Can Attract or Turn Away Customers
Just like a person is known for the way they speak, dress, and interact with the world, brands can develop their own persona or vibe. We’re often attracted to people or things that represent us. It’s a big reason why skate shops are laid back and not primarily driven by the profit motive.
Zumiez, who markets to the skateboarding scene, is widely hated by the skate community. Unlike other local skate shops, most employees don’t skate, know how to pick the right boards, or contribute to the skate scene. For these reasons, Zumiez can’t attract their target customer.
2. Brand Voice Caters to Gen Z (and Millennials)
While Millennials do love a brand with personality, it’s Gen Z that wants to connect with brands on a more personal level. 82% say that they trust brands that use images of real customers in advertising, and 72% state that they’ll buy from brands that support a good cause.
Since Millennials and Gen Z are likely your prime demographic, considering they make up a large percentage of consumers, catering to their needs is necessary. Creating a brand with a strong voice is the best way to promote your products in the current landscape, especially online.
3. Brand Voice Helps You Create Memorable Content
Why do people remember Old Spice commercials, The Ice Bucket Challenge, or Always “Like a Girl” Campaign? Brand voice. Old Spice, the ALS Association, always wanted people to pay attention to their brand or cause, so they created viral campaigns that persist to this day.
Old Spice took a light-hearted approach by targeting the younger generation with sex appeal and humor. On the flip side, they always showed their customers that they support feminism and female empowerment. Both pieces of content were memorable, creative, and memeable.
4. Brand Voice Creates Transparency with Customers
A brand voice helps you stand out from the crowd, but probably in ways, you’d never think of. Since branding language has to be honest to come off as sincere, companies instantly feel more transparent. Why? Because people who are true to themselves are often more trustworthy.
The same concept is applied to brands. You know that Ben & Jerry’s is going to promote social justice movements because they donate to charities, support diversity, and are clear where they stand on social media. This predictability makes it easier for customers to connect with them.
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