Speak True! Understanding the Power of Your Brand’s Voice & Tone

Written by: Robyn Quarles

Brands are like people the same way ogres are like onions — So. Many. LAYERS. Just kidding. Well, kind of. Brands, like people (and ogres), are complex. If your brand somehow turned into a person, you could imagine what they look like; how they dress; who their friends are; and even what they sound like. I mean, they even have their own social media profiles! In this digitized world, establishing a voice is essential for brands to stay connected with and trusted by their people.

Defining Voice and Tone

At the heart of every brand lies their voice — their unique style of expressing their personality through messaging. But what’s a voice without a certain inflection and attitude that makes the delivery oh-so-delicious? You know, the verbal hair-flip that your mom used to scold you for using on her? Together, voice and tone are the unstoppable forces that help shape a brand’s identity, reputation, and perception. 

Why Does Brand Voice and Tone Matter?

Voice and tone play just as important of a role in brand identity and recognition as their colors and logo. But these key elements help brands take their recognition up a notch by showing their audience they know exactly how to speak their language…and we love a good circle of trust. Not only that, it’s refreshing to see brands stand out in a crowded industry by using their voice to show off their personalities. That’s what keeps us coming back for more—hashtag brand loyalty!

Tell Your Story

Every brand has a story to tell, and your story is what sets you apart from the competition. Share the journey of how your business came to be, the challenges you’ve overcome, and the milestones you’ve achieved along the way. 

Why do you do what you do? Making sure your online visitors know the passion driving your mission might be the driving factor for a potential client or future partner in your mission. Humanize your brand by showcasing the faces behind the company, perhaps through your social media – this allows consumers who interact with you not just to see you as an entity and to make an emotional connection at a higher level with you and your brand. Authentic storytelling resonates with consumers on a deeper level, creating emotional connections that foster loyalty and trust.

Understanding Your Audience

Branding 101: know your audience. Who is your brand trying to reach? What do they like? What do they dislike? What’s their star sign? What are their green flags? What gives them the ick? When you take the time to sift through what makes your target audience just as unique as your brand — whether it’s through some stealthy social listening or good ol’ fashioned surveys, you’re able to reach them on levels they never thought they had and become the familiar friend they didn’t know they had.

Developing Your Brand’s Voice and Tone

The cool thing about building a brand is that it acts as an extension of the amazing people behind it. Allowing authenticity to shine through in your brand is crucial in forming its values and persona. Once you have a handle on the overall aura you want your brand to radiate, be sure to capture every essence, every nuance, and every “on-brand” image in a style guide that covers all your bases for all your channels.

Implementing Voice and Tone Across Platforms

From social media to email newsletters, each communication channel is like its own little world, with its own set of best practices. While staying true to your brand’s voice is important, having the flexibility to adapt to the context and meet your audience where they are on each platform will help them resonate with your message on a deeper level.

Case Studies and Examples

Just how powerful can voice and tone be, you might ask? Let’s take a look at one of the most recognizable brands: Nike. When you see, “Just do it,” there’s an empowered, inspired internal voice that drives that message home. And if we take a look at the genius behind Wendy’s X account, all I can think is “wow, they need a raise.” And with a strong presence like that, dropping the ball on maintaining that level of consistency isn’t an option.

Measuring and Refining Voice and Tone

Staying on top of KPIs of  your brand’s voice and tone, just like any other branding element, is essential. Regularly adjusting and fine-tuning based on feedback and data analysis is key in making sure your audience feels like their opinions matter. Metrics such as engagement levels, brand sentiment, and customer satisfaction provide solid insights on the effectiveness of how your brand is communicating. By listening to your audience and making adjustments accordingly, your brand will stay genuine and relevant amidst the constantly changing landscape of the industry.

Power Up Your Brand’s Voice

Your brand’s voice holds more power than you think! Investing in your brand’s voice means investing in its mission, its audience, and its character. From forming deeper bonds with your audience to setting yourself apart from competitors, mastering your brand’s voice is key to long-term success. 

We know it can be hard to find the right voice that speaks for your brand. At Madison+Main, we live and breathe the mantra that bold brands win. Our team of branding experts is here to help you find and amplify your brand’s voice authentically across every platform.

We know it can be overwhelming keeping up with the latest and greatest to get your name out there, but that’s what we live for! If you’re ready to up your marketing game in 2024, give us a call at 877-623-6246. #BoldBrandsWin