It's important for businesses to define their brand voice. In this blog post, we'll go over why defining your brand voice is important and how you can do it. This will help position your company as a thought leader in the industry and create an emotional connection with potential customers.
Disjointed visuals and speech are all part of an inconsistent brand experience and these problems grow more common as an organization grows and is often irritated by external influences such as freelancers and agencies that do not have access to resources which have clearly defined a brand voice.
We recommend that brands write down ideas during voice conception that define their tone, personality, word usage, terminology and more to create an intellectual connection not only with consumers, but also with those working internally on the brand itself. Define these things by doing research into what makes your company unique in its field and this will help you move toward a better understanding of who your target audience will be. Understanding your own identifying traits and influence is absolutely imperative to cultivating the perfect brand audience
Something that we often recommend to clients having trouble identifying a brand voice is to first research and identify a brand archetype. Archetypes anchor the abstracts of beliefs and turn them into concepts easily understood by all of the members of your audience and team. The idea is to appeal to many by filtering through one consistent and timeless archetype. The archetype that appeals to the intellect and emotions of a team should in theory always unify by making the same emotional and intellectual connection with the audience. The internal/external balance of the archetype in regards to branding is how to best get a foothold on the intuitive aspect of customer outreach.
Once you have a distinct idea of who you are and what you aim to attract, the details of your brand come into play. Colors, imagery, and carefully chosen language all lend to a subconscious acknowledgement of brand mood. For instance, Starbucks use of green in their logo is meant to subconsciously remind consumers of their green focus on fair trade coffee and elevation of social responsibility. This may seem like a stretch, but there is no denying the long term benefit of giving every detail an intention.
If you cannot stay loyal to your brand identity, how will a customer base stay loyal to your brand?
