Discovering Your Brand Voice
And how to maintain it moving forward
Whether we consciously think about it or not, we each have a defining moment when we discover who we are, what we stand for, and what we believe. This is generally translated into how we try to present ourselves to the world, and in turn, how we are viewed. It is in many ways not only the foundation for our personality, but also our voice.
Discovering your brand voice is every bit as important as defining your own, but it can be a bit more challenging if you don’t know where to begin. Often times we skip over this part and end up with no voice at all, which translated means, no personality. And really, who wants to hang out with the guy or girl with no personality?
To begin, we have to ask the same questions of our brand that we would ourselves: Who are we? What do we stand for? What do we believe?
How else can we even begin to develop our brand promise without knowing these answers?
Once we have an understanding of these three basic questions, we can dig a little deeper by describing attributes that best describe our personality. These can include everything from passion to sincerity.
Your brand voice summed up is just a consistent way of communicating with your audience based on your personality. It includes everything from the words you use to the emotional connection your marketing materials aim to achieve.
More often than not, people get confused with the concept of a brands unique voice and that of campaign messaging. Over time, there will be new campaigns that will focus on different goals. These goals may translate into different media channels as well as the overall look and feel of the design. But a company’s brand voice should always be consistent and unchanging unless a re-branding initiative takes place.
Think about it: if you were to change your hairstyle or clothing, would it change your personality? Chances are you would still be you underneath it all, and at its core, that is why people like you in the first place.
Developing brand recognition with your audience not only requires a consistent delivery of your message, but also a consistent and unique brand voice to represent it. Over time this will help to build awareness, trust and loyalty, helping to ensure your voice is not only considered, but never forgotten.
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