What is your brand’s voice?

Every brand has a voice. Brand voice is the tone and spirit of a brand’s communications. The voice of your brand tells people a lot about who you are, what you stand for, and what it might be like to do business with you.

A brand’s voice includes more than the tone of the copy writing. It also includes the graphic design and brand image.

The qualities of your brand’s voice depend a lot upon your target audience. You want the voice to “speak” in a way that appeals to your target customers. Talk like they talk. Look like they look.
Is your brand voice spunky with some attitude? Light and fluffy? Serious and stodgy? Matter of fact?

Here are some examples:

Business #1: Century-old insurance company

Brand voice (attitude of the copy and design): Solid, deep, serious, gray-toned, precise, integrity, time-honored, staid, wise, educated. Think white-haired men over 60 in dark blue suits and white crisp shirts. How would they talk? Interact with customers?

Business #2: Shoe company that sells only brightly colored, lightweight canvas tennis shoes for young women.

Brand voice (attitude of the copy and design): Sprightly. Giggly. Light. Airy. Very casual. Buoyant. Playful. Carefree. Breezy. Super cheerful. Think summer camp for young teenage girls or college coeds hanging out in the dorm’s lounge.

Business #3: Office supply company with a target market of small business owners.

Brand voice (attitude of the copy and design): We are here for you. Timely. Cheerful. Helpful problem-solver. Hero to the rescue. The supply closet that has everything you could ever want in it. The spirit of a super-helpful 20-something office assistant.

Get the picture? When you tell your marketing team or your ad agency how to represent your company in all marketing and communications materials (including social media), be clear about your voice.