This is the fourth post in our seven-part series on the elements of brand. The previous article is Brand & Identity.
What Is Voice?
Each brand has a unique voice that communicates information about products, and services to the target consumers. Voice is the personality a brand portrays through the use of language and imagery. One way to think about voice is assigning human characteristics to your brand. For example, you may have a voice of compassion, excitability, or humor depending on the image you choose to portray for your business. Voice conveys emotion and evokes thoughts. Voice might also help cement your brand into a consumer’s mind.
What is the Difference Between Brand Tone & Voice?
The fundamental difference between brand tone and voice is that voice rarely changes, but brand tone might change based on the content you are sharing. For example, the tone of a product announcement would follow voice. Depending on the brand, it might convey excitement and humor. However, the tone of an apology would be more somber. The bottom line is your voice (logo and core messaging) do not change from project to project, but your tone can.
Why is Brand Voice Important?
While all elements of brand are important, voice is one of the most important pieces of the puzzle. This is because your voice tells your target audience a lot about your offerings. Even more important than defining a voice is being consistent with it. For example, you will want to use the same logo, imagery style, fonts, and colors wherever possible. Each of these elements portray a specific feeling to your consumer. If you use different logo versions or imagery styles, you might confuse the audience you are trying to target. Each company should clearly define what their voice is and follow that pattern for EVERY communication.
It’s also important to note that your voice should suit your product or service. This means that if you sell balloons your voice should be fun and energetic because it fits the product you’re selling. If you are selling a special paper for print, then your voice would be more serious because it fits your product. An example of poorly chosen voice would be a children’s book publisher having a somber voice. The voice doesn’t suit the product and will probably be off-putting to consumers.
To wrap up, voice is a vital element of a brand. It helps the brand take on a more human personality that may evoke emotion in your target audience. This draws your consumer in and helps them relate to your brand. People like to relate to other people and voice is a great way to do this for any brand!