Envisioning a brand being established in the minds of customers is a marketer's achievement. But it is never an easy process, and it takes a lot of processes and perspectives to make a brand name memorable to consumers. Two such important factors that cater to the imprinting of a brand into the minds of customers are brand tone and brand voice. Consistency in creating a brand voice and brand tone is essential for the successful placement of brands. Brand tone and brand voice help entrepreneurs express the unique personality of their brand and help it get connected with the audience's needs. This has to be taken care of right from the initial stages of brand placement.
Here in this blog, we are trying to amplify the importance of having a good brand voice and tone.
Brand tone and brand voice look and sound very similar, but they have very defined differences from each other.
Brand voice is something that has to be consistent and deliver the same effect on the customers every time. The constancy in the brand voice conveys the idea that the brand is highly reliable and secures a promise of being relevant. It sets the verbal identity of a product or service represented by the brand. A brand voice is created through a variety of strategies like marketing, advertising, etc. A brand voice is an element that helps determine things like whether to be quirky, professional, snarky, etc.
Brand tone differs in different contexts. Brand tone can be called a chameleon as it changes its message in different mediums and depending on the message that has to be conveyed. The brand tone changes its output, so it may not be the same when communicated through email as when communicated through a social media platform. Tones can also be mixed from different scenarios and produced as a combination of emotions that will reach the customers and cater to the target audience. A brand tone helps the brand voice adapt to different situations.
The personality that the brand tries to convey has a lot to do with the brand voice and tone set from the initial launch of a product or service. The brand's recognition is defined by its tone and voice. It communicates the core value promoted by its creators to the end consumer efficiently and effectively. It also helps the audience understand the uniqueness of the culture it is trying to promote.
Here are some important reasons why brand voice and tone are important for business and brand recognition:
When a consumer thinks about a brand, it is not just the quality and authenticity of the brand that comes into play; it is also evidence of the emotional connection and feel of the brand. This sense of understanding the brand through an emotional connection is successfully rendered by the brand's voice and tone. A luxury brand will always use a sophisticated portrayal of the products and services and make sure that the same is conveyed in every aspect of the marketing it does. There are brands that take charge of brand voice and tone in a humorous context, and again, the customer relates accordingly to the brand.
A consistent and efficient portrayal of the brand’s voice and tone can give it a competitive edge over the rest of the brands in the industry. The competitors or different players in the market may be conveying the same message or notion through their brand placement. The difference comes when the audience can determine whether a particular brand stands out.
The peculiarity with which businesses promote brands is the reason why some brands stay put and remain a customer’s favorite all the time.
A brand’s voice and tone can be set in an adept way through which the business’s and the brand’s belief system, culture, values, and persona can be conveyed. When a deeper understanding of the brand reaches the target audience, they are able to connect with the brand. So, when the meaning and ideology are communicated, the audience understands that the brand sells the product with integrity and authenticity.
One product will be sold on the market under different brand names and by different parent companies. When the target audience is able to identify a brand, that means the brand’s voice and tone are being productively identified by the consumers. A unique brand voice can give a brand a face, be more personal for the consumers, and help them identify the brand easily, irrespective of the competition in the field.
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* To create a good brand voice and tone, one has to be more understanding of the tone and voice the brand communicates. Only when the company’s culture and vision are clear will it be easier to create a unique brand voice and tone that stands apart from the competitors.
* Avoiding jargon and using easy words will also create a transparent feel for the audience. Being said that, the brand’s voice and tone have to be curated with how target audiences perceive the brand.
* A style guide can help define the future prospects of the brand as well. A style guide can help the creators be aware of how the brand’s voice has to be designed.
* A mood board or concept board is where the advertisers create color codes, concept line-ups, etc. to create a visual reference aid. Art directors and copywriters can derive inspiration from the same while creating the brand’s voice and tone.
* The first and foremost importance has to be given to the audience, as they are the ultimate recipients of the same. Create something that can resonate with the target audience and align your brand’s voice and tone in such a way that it communicates with the audience.
A brand’s voice and tone can be considered the primary elements that can make or break the entire campaign. Making sure that the created notion is conveyed to the audience in its entirety is definitely a challenge. Following a defined agenda and steps will help achieve this without any hindrances.