If you’re new to marketing, you might be wondering how different elements of a brand work. For example, when we’re thinking about a brand, what is the difference between the brand tone of voice and the brand personality? And why does it even matter?
These are the types of questions a brand strategy agency like https://www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency/ deals with daily, so let’s take a closer look at what you need to know.
What is brand voice?
A brand voice defines the language and words that a brand or business uses to communicate with its audience. The voice helps to embody the brand’s values and unique perspective, building into the tone and personality. Think of the brand voice every time you read a blog, listen to a video or see a piece of marketing, and you’ll ‘hear’ a voice that is distinct, clear and engaging.
What is the brand tone?
Think of the brand tone as the attitude that your brand conveys in its beliefs and values – also considered as the way a person would speak. The personality of your brand is the characteristics and traits that it shows, with personality and tone used to reinforce messaging, bring it to life, and create a voice that is defined and distinctive.
Why does it matter?
When you get your brand tone of voice right, you can create a brand that stands out for all the right reasons. Research shows that fully engaged and connected customers are 50% more valuable than customers who are only ‘highly satisfied’. So by working towards this ‘full connection’ stage, you must ensure your customers can actually distinguish your tone.
Use your brand tone, voice, and personality to stand out in the crowd and find your unique edge! It’s not a fast process, and for many brands, it may also be iterative over time. But once you’re satisfied that your brand elements are in place, you can combine them with the visual elements of your brand to create a powerful, converting brand that performs well with your target audience.
