Do you have a brand voice? Because if you don’t, your digital brand concept won’t work. It is as simple as that. A brand voice is the way you connect and interact with consumers. The consumers have to get a sense of the brand personality including values and intention to be interested in talking with you on social media, etc. Here, I will highlight some of the important aspects of digital brand voices.
What is a Brand Voice?
As mentioned, a brand voice is the way you digital interact with consumers, and the style of communication should be based on your target audience. There is special way you talk with your friends or family, and there is also a special way you should talk with your target audience – it could be playful, fun, kind, intellectual, authoritative, etc. Most importantly, the voice has to feel true and be perceived as authentic as it creates an emotional connection and far from disconnected content. It is how you say something, not always what you say.
Develop a Brand Voice
It can be difficult to develop a brand voice but a good starting point is to look at the core brand identity. What is the mission, vision, and the values within the brand. Why are you doing what you are doing? This ‘why’ will help the brand voice to stand out amongst the competition. Choose clear words that evoke feelings in relation to the ‘why’ – for example relaxed, passionate, reliable, etc. Furthermore, consider what kind of mood you want to obtain among your target audience, and follow that tone of voice in the digital content. In the end, it is crucial to understand your target audience as you want to be a part of their talk. Find out what, who, where, and when they are talking about different topics and join them in the conversation.
The brand Supreme is a good example of a succesfull brand voice. The brand is a clothing brand based on the skateboarding and hip hop cultures as well as to youth culture in USA. They say a lot without saying anything at all. They do not have a tagline but as James Jebbia says: “The message seems to be that if you don’t know, we’re not going to tell you.” This is exactly how the brand manages to engage and interact with their their target audience – they have a secret together that outsiders don’t understand.
What is Next?
It can be difficult to develop the right digital brand voice in accordance with the brand identity across all platforms. If you need help or have any questions, leave a comment or contact me.
