Creating content and writing with a brand persona informs our choices around voice, tone and language. We derived our brand persona, the Luminary, from our brand archetype. Some traits include creative, vibrant, forward-thinking, imaginative and curious. For example, the Visionary’s goal is to dismantle older systems and thoughts in favor of innovation and progress. Our brand archetype is the Visionary (also known as the Creator or Builder), and is broken down into our goal, marketing niche and traits. Since the idea of brand personality is abstract, Sprout’s brand voice uses archetypes and personas to help characterize the brand and bring it to life. Then explore customer sentiment and opinions on specific products, topics and competitors to optimize your messaging and positioning. Use Sprout Social Listening tools to track conversations surrounding your brand. However, it’s important to challenge your assumptions by doing research into your target audience to ensure you’re truly speaking their language. They could use regional language such as “SoCal” or “NoCal” that resonates with the target audience. As you work through your audience and personas, list out personality traits, adjectives and common vocabulary you want to take on as a brand.įor example, let’s say a Los Angeles-based brand is targeting a younger audience in California. Start formulating your brand voice by considering your target audience and marketing personas. Your brand voice should align with the company’s values and goals, but also think about who you’re talking to and why. Now that we’ve covered the importance of givng your brand a distinct personality, use these five tips to refine your brand voice. Brand awareness succeeds when you can identify a brand by their content before you even see who posted it. Marketers understand the elements of their brand voice inside and out, so they should be leading the charge to fine-tune the organization’s voice. As more content is created using AI, human marketers will need to inject the brand’s unique voice to cut through the noise. The power of a strong brand voice is also important as social media becomes more saturated with artificial intelligence-generated content.ĪI can assist with many marketing efforts, but it doesn’t have personality. The 2023 Sprout Social Index™ shows consumers want to see posts with a well-crafted voice, transforming a whisper in the social space into attention-commanding bellows.Īll popular forms of content-from testimonials to video-are driven by brand voice. You’ll only stand out so much on the basis of your visual content, logo or product features alone. The digital landscape is crowded, so your written content and video scripts need the same attention and consistency you dedicate to other elements of your brand presence. Why does brand voice matter?īrand voice is essential to being consistent and recognizable. For example, Sprout Social’s brand guide, Seeds, outlines multiple pillars and categories to define our brand personality and messaging.Īpply your brand voice everywhere your brand speaks, including advertising, newsletters, social media posts, customer care responses and internal communications like company announcements. If your brand was a person, what personality traits would they take on and what would they avoid? What phrases and stylistic choices does your brand use?Īll of the above contribute to your brand voice, but there are many elements to creating one. Your brand voice can be that dinner guest. One person stands out because they’re great at storytelling-the flow of their words, their language and their personality all make for a memorable experience. Imagine you went to a dinner party and you’re chatting with all the guests. It includes a unified approach to tone, style and messaging to build brand recognition and nurture connection with the audience. What is brand voice?īrand voice is the distinct personality a business curates to communicate with its target audience across mediums. In this article, we’ll dive into the details on how voice and tone enhance your brand identity, tips for developing your voice and three stellar brand voice examples to help inspire you. In branding work, people often think about how a brand looks visually, from fonts and colors to design styles, but brand voice is also key to being memorable. Or maybe it’s the candy company that uses humor to delight customers of all ages. Perhaps it’s a surf gear retailer that takes on the attitude of a surfer or the teen fashion brand that uses slang to connect with its target audience. Think about your favorite examples of a stand-out brand voice.
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