Every brand has their own voice and identity. Take Nike for an example. Nike is a brand which focuses on athleticism and really solidified their voice and identity once their “Just Do It” campaign took off.
“Just Do It” showcases Nike’s encouraging, yet stern voice. Basically playing the role of a friend or partner wanting to help you (the customer) reach your physical goals.
Another example is Google and Apple. Google has more of a problem solver voice, they want to help you in any way possible. Meanwhile, Apple has more of a friendly but confident voice. They want to make life easier for you and are confident in their abilities (and products) to make that happen.
We like to describe Future Access’ voice as personable and willing to help. You can get hints of our vibe from just the way we carry ourselves online and in-person!
What is a Brand Voice?
Your brand voice is your brand’s identity. Your brand voice helps customers understand your core values, mission, and standards without having to do a deep dive in to research. A brand voice helps in making your brand appear more “human,” therefore making it easier for customers to connect and relate to.
Why is having a Brand Voice Important?
When people find a brand that they can relate to, they tend to keep coming back. This builds a strong and loyal fan base. If the brand voice is used across all media platforms (on and offline), it doesn’t just make the brand appear cohesive but it will also train the public.
People will eventually know what to expect from your brand and if done right, will then associate your brand with a specific word or feeling. This is a good thing because your brand will always be in mind even if its not being directly advertised.
Beyond loyalty and being top of mind, a brand voice is very important to have as it can set you apart from your competitors. Like stated previously, your customers should be able to identify your core values, mission, and standards, making it easy for them to weigh out the pros and cons of your brand vs. a competitor’s. Here are some example questions your brand voice might want to answer to really draw customers in:
- What makes your brand different?
- How far is your brand willing to go to keep customers happy?
- Does your brand care for the community? How so?
Internally, having an established voice also helps with marketing efforts. Creating content and handling community engagement online is a lot easier when a voice is developed. Captions and responses almost write themselves when you stick to a specific brand voice and identity.
Whether you are new to the industry or a well established brand, developing a brand voice is a “must.” Now, it won’t come to you overnight but a good place to start would be to really think of what kind of brand you want to be. Figure out your brand’s core values, purpose, and goals and then tackle your brand’s voice and identity.