When we think of an individual’s voice, we tend to think in terms of the physical qualities of its sound. Is it deep or high pitched? Fast or slow? Is there a particular accent present? 

But a brand’s voice is much different, and it often plays a large role in how your audience perceives and engages with your brand. 

What is a brand voice?

Simply put, your brand’s voice is a reflection of your brand’s personality. Think of your brand as a person, then think of how that person would speak, write, and generally communicate with others. 

For example, a yoga studio’s brand voice would differ greatly from that of a company that provides accounting and financial planning services. The yoga studio would portray a style that’s laid back and casual to help put their audience at ease. In contrast, the financial planner would want a more professional, buttoned-up personality to show they’re trustworthy. 

What are the components?

Your brand voice is a combination of several elements that create your overall personality. It includes:

• Vocabulary – The words you choose are essential. Using slang words that your audience is familiar with could help give you credibility. Incorporating industry jargon may demonstrate your knowledge in a particular specialization. Conversely, using words or phrases that your audience wouldn’t use could be off-putting or hard to understand. 
• Style – How you say it is just as important as what you say. Sentence length, punctuation, and capitalization all can impact how your brand is perceived. Short, impactful sentences can seem more energetic, while longer, more formal ones can come across as more educated and authoritative. Brands are also using emojis more often in communications, but it’s not always appropriate — they may make a candy shop seem more fun but make a lawyer seem unprofessional.
• Content – The type of things your brand talks, writes, or posts about will also impact its voice. If you share tips and advice, you’ll want to develop a voice known as helpful and insightful. If you try to motivate people, you should make your voice inspirational and reassuring. 

Why is developing your brand’s voice important?

Many businesses focus on design when building a brand, such as their logo, fonts, and color choices. While these elements are essential to creating a great brand, you shouldn’t develop your brand voice. With the importance of social media, email, and digital communication in successfully marketing your business, your brand’s voice takes on added significance. 

Make sure you read our blog on 5 Ways to Develop Your Brand Voice, then start your Branding Compass workbook to get expert, customized insights on building your brand voice and overall brand.