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What’s the Secret Sauce to Success? A Superior Brand Voice

by Bethany Good | Sep 9, 2024

Crafting an authentic brand voice is the secret sauce to marketing success.

By Bethany Good

 

Update: When I first wrote this article back in 2021, I still had a lot to learn about Brand Voice. Over the last few years, a lot has changed in the marketing world. GenAI and other new technologies have surfaced, and many of them can help a small business determine its brand voice and create content. However, it is still best to sit with an experienced marketing professional who can give your business a customized content strategy. Now, let’s learn more about brand voice.

Brand voice isn’t just a trending topic in marketing circles. It’s a crucial part of your company’s marketing efforts. Whether you are familiar with the term or not, you experience Brand Voice daily. So what exactly is it? Brand voice refers to the personality and emotion infused into a company’s communications. It encompasses everything from your words and language to the personality and images your marketing assets aim to invoke. 

Coca-Cola disposable cup on top of white table
Coca-Cola is a great example of a dynamic brand voice.

Consistent Brand Voice is Key

Coca-Cola is a great example of a consistent brand voice. There’s a reason it is one of the most recognizable and popular brands in the world. The Coca-Cola voice is positive, friendly, and down-to-earth. It always shows us concepts of what a happy life looks like, accompanied by a positive voice. 

The digital landscape is crowded. It’s filled with chatter from brands and individuals alike. You can only stand out so much based on your visual content, logo, or product features alone. Your written content needs the same attention and consistency you give to the other elements of your brand presence.

Your Brand Voice Should Include:

  1. Who you help

  2. What you stand for

  3. What you represent

  4. Why you are doing what you’re doing

Voice and Tone Should Always Reinforce Your Brand

Monica Wack from Innov8tive Brand Management explains that brand personality is built through consistency.  “Know the culture and tone of your business.  Understand your core values – why do you do what you do?  Know what makes you different from your competition,” she says.

When you know your brand personality, don’t stray from it.  Your voice, tone, and design should always reinforce your brand.

Why Your Tone Matters

More than ever, readers want to connect emotionally with the brands they follow or give business to. They want to read content that speaks to them, not at them, and not past them. This is where the tone of your messaging comes in. You may think you’re writing in an easy, friendly tone, but often, your audience may see it differently.

According to Wack, there is a difference between brand voice and marketing. ” A brand does not explicitly say “buy me!”  Rather, it is a statement of who you are.  A brand says This is why I exist.  If you believe in me, you will buy, support, and evangelize me.  It is a pull, not a push.  A brand is what ultimately determines if a buyer becomes a loyal repeat customer or not,” she explains.

If you haven’t created a personal or company brand yet and need some direction, here are some questions to get you started. Or you can book a strategy session with us below:

  1. How will your brand make people feel?
  2. What makes your business different?
  3. What are your core beliefs and values?
  4. What type of company culture do you want? 
  5. What’s your message?
  6. Who are your ideal people or customers?
  7. How are you influential?
  8. Does your product, service, or brand give people a transformation?
  9. What problem do you solve?
  10. What guarantees success and failure to you?
  11. What’s your niche?
  12. Are you authoritative in your niche?

Book a Branding Strategy Session with Good Writing Co. today!

Further Reading:

How to Define a Brand Voice for Maximum Impact by Nicola Fleming