3 Brand Voices That Are Proven to Boost Engagement

3 Brand Voices That Are Proven to Boost Engagement

Does your brand have a voice?

If that question leaves you a little nervous, let’s take a few steps back. What does it mean for your brand to have a voice?

If your brand (your logo, your website, your content) came to life, what would it sound like?

Would it sound garbled and confused because it’s a mix of voices, styles, and different marketing decisions over the years? Or would it sound clear and concise, driven by a strategy and goal that has been guiding for years?

We know that second question is rhetorical; very few brands can clearly identify a brand voice that has lasted the entirety of their business. Changes in marketing trends, changes in employees, changes in how marketing happens at your business—it can lead to a lot of confusion about how you’re supposed to sound and how best to convey ideas.

That’s why we’re writing this blog post today: we want to help you develop and understand your brand’s voice, so you can better write content that gets you more customers. At the end of the day, having a cohesive way of speaking to customers, potential customers, and fans is just another way of ensuring success and moving towards your goals. (And it’s all part of digital marketing strategy!)

How to Develop Brand Voice

Developing a brand voice is easier to put on a to-do list than actually do. It requires a lot of work and decisions regarding your goals and strategy—but we know you can do it. Here are a few steps towards determining your brand’s voice.

Who are you speaking to? First things first, you need to know your ideal customer. Who you are talking to with directly affect how you speak, as we know from our day-to-day lives. A kindergarten teacher speaks differently to their students than they do to their principal or coworkers. Developing an idea of your ideal customer is the first big step towards determining your brand voice. Here are a few questions to ask: what motivates your customer?; what does your customer enjoy?; where else does your ideal customer shop?; and what principles guide your customer to make purchasing decisions?

Identify words that define your brand—and brand voice. Choose 3 words or so to define your brand. Then, use those words to guide your voice. If you define your brand as local, passionate, and authentic, then those traits should guide your voice to being focused on community and genuine (local), expressive and action-oriented (passionate), and engaging and direct (authentic). This can be a little tricky, but it’s worth spending some time on to determine exactly how you want to sound.

Write up what language you want to use—and what language you don’t. Now that you’ve defined your brand voice, it’s time to dedicate yourself to further honing in on exactly how you want to sound. Let’s say you love the quirky, irreverent tone of popular Twitter accounts like Wendy’s or Taco Bell—but you’re not exactly comfortable with your brand taking it that far. Include those in brand guidelines for social media and content creation.

The 3 Types of Brand Voice

Now, you may have an idea of how you want your brand’s voice to sound (on paper), but you’re wondering what types of successful brand voices exist. Thankfully, we’ve got you covered. We combed the internet and narrowed down most brand voices into 3 distinct types.

1. The Executive
This is the most common type of brand voice out there. The Executive is defined by being professional and all about business. There is no messing around when it comes to these brands: they know what they do, they know they do it well, and they aren’t going to joke about it. As you can imagine, this brand voice is more popular with an older customer demographic and appeals to B2B than B2C. These brand voices are to-the-point, informative, and data-driven.

2. The Intern
This brand voice type is almost entirely driven by the need to get into social media marketing stat. A few years ago, when most businesses were still hesitant about getting into Twitter or Facebook (or even Instagram), they often handed off the work to young interns, who use their personal experience (and personal voices) to establish businesses and brands on social media. The Intern is bubbly, enthusiastic, and highly appealing to young people, especially young professionals. If your business wants to market to a younger demographic or wants to have a little more fun with your social media, we recommend taking a page from the Intern’s book and incorporating some quirkiness, memes, and irreverence into your brand voice.

3. The Hipster
The Hipster is exactly what it sounds like: hip, young, and socially conscious. The Hipster sounds like a young, highly knowledgeable friend who just wants the best for you. The Hipster is extremely popular on platforms like Instagram, especially because they tend to be highly visual, favoring rustic imagery and flatlays. If you want to market your brand to a demographic that ranges anywhere from 18-40, the Hipster might be an option. Less quirky than the Intern and less serious than the Executive, the Hipster represents a perfect middle ground for most brands: enough room to have fun, but not go wild.

Learn more about brand voice

Still need help defining your brand’s voice, as well as other topics for your content marketing? We can help! Send us a note here.
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