May 3, 2016
Insights from a Writer and Director: Can Brands Talk? (Sort of)
What is Brand Voice?
Brand Voice might sound like the robot language of a dystopian future, or the natural result of Citizens United, but thankfully it’s neither of those. Quite simply, Brand Voice is the distillation of everything your brand stands for. It’s a codified set of beliefs that inform every communication your brand puts out, from TV commercials to Tweets, to customer service calls. Defining your brand’s voice means making sure everything your brand says is true to itself.
How do I find my Brand’s Voice?
Brand Voice should be a direct reflection of the brand, it’s employees, customers, and products. When working with a brand team to define their brand voice, I always start with “Why did you start this company?” Most businesses are started by passionate people with an idea, and there’s nothing more powerful than sharing that passion with customers. Then we talk about the brand’s ethos, what does it stand for? Is it about empowering employees, or saving the world, or perhaps letting customers ice their own toaster strudel instead of relying upon pre-iced pastries that only lead to heartbreak and disappointment. We get to the bottom of why the business exists, and how it makes its customers feel. We get to the truth behind the brand, and that becomes the foundation for the brand’s voice.
Making sure Brand Voice isn’t monotone.
I tell clients more than I probably should, when you hire a writer to help define your brand’s voice, you’re hiring them to ensure you don’t need a writer every time you need writing. Defining and understanding your brand’s voice gives you a clear roadmap on how to communicate. It ensures that every message is “on brand” no matter what the medium or subject matter, and perhaps most importantly, it gives your brand a point of view that differentiates it from every other one out there. Brand voice is about articulating what a brand stands for and saying it in a way that’s ownable, distinct, and different, and making sure that every time your brand opens its purely metaphorical mouth, what comes out represents exactly what you intended.