Every brand needs a voice, a personality that connects with the consumers so they can identify it between millions of others.
It’s not easy to find the voice at first, you may wonder, How it sounds? How it acts or where is it come from? It needs to be defined before you can create your messaging or launch any communication. Each conversation, each text will be guided by your brand’s voice.
If the voice isn’t authentic, it won’t engage your audience and will be forgotten; if the user can’t connect to it, it will be just noise. Brands have to evolve, not to trick people into buying but to connect with an audience that is ready to listen.
One important note: you have to be genuine and authentic. With the growing popularity of social media, brands need to connect on a personal (and true) level.
Let’s begin, think about it, Who is this person? and, Who are you talking to? By stablishing those points, we can understand how it has to talk, and how to reach its audience. If you have your brand values use it! This will help with the voice.
Let’s continue with the adjectives: describe your brand’s personality. How it reacts? What kind of person is it? How does it talk? Make a list of at least 10 adjectives.
Once we know it’s values, description and to who are you talking to, we can understand if it has to be informal or formal, if it’s young, how much of an expert is and other specific details. We have to find the voice of this unique brand, in an authentic and believable manner.
Once you have the brand’s voice, it’s time to establish some rules. Define the tone and guidelines, what can or can’t say, what words are forbidden. These guidelines will be part of every piece of communication. The brand’s voice is as important as the product or service itself because it connects with the client, don’t ignore it and start talking!