This world is densely populated! Over 7 billion people are living on Earth, all competing for their share of attention. So how do you make your brand stand out in the crowd? Values form the core of any brand, and it goes much further than just having an eye-catchy logo that looks exceptional to the consumers or clients.
Values are the principles and ideologies that guide a brand through the entire process of creating a brand. Nevertheless, we must differentiate between building a brand and building a genuinely trustworthy one that will eventually become a household name. In numerous cases, businesses tend to associate brands with fabrication and the illusion of authority — we are this, we can provide that, we represent that.
Just remember about the time when for the last time, you could trust a brand genuinely? The most effective tools at our disposal are often the most accessible. As technical evolution races beyond the boundaries of imagination and brand strategies become increasingly complex and multi-channel, it’s obvious to overlook the potential of our most basic form of communication required for brand authenticity.
Enter the voice – the carrier for expression and association adopted by humans and brands every day. For brands, choosing the ‘right’ voice has always been critical. The power of voice is such that it humanizes us – and when businesses feel like humans, we agree to be friends with them.
What is Brand Voice?
Initially, your voice is how you communicate your brand personality through a creative approach and writing style. But its role goes much beyond that. The tone we speak is deeply associated with the way we behave. Yes, voice is behavioral, and it immediately invokes an emotional response. As your brand voice is expressed through behaviors, conversations, and communications, it shapes the audience’s expectations of their association with your brand. That is why a brand should consider the power of voice as an asset- it is how you create an emotional connection to build a specific relationship with your audiences. It is necessary for your brand experience, coming to life in all kinds of interaction, and reshaping your brand’s storytelling.
Brand Authenticity to Connect the Audience
Brand authenticity is the ability to tell your brand’s story authentically and includes customers’ sentiments into the branding campaign and developing a strong connection between the brand and its target audience. There’s no concrete formula for creating a brand with the help of the power of voice that comes naturally to you and relates to your audience. That being said, creating and maintaining a steady voice for your brand also takes intention.
Customer Focused Businesses Strategy
The most prosperous businesses have already figured out a compelling customer strategy. Generally, an emotional attachment has a more significant influence than consumer satisfaction. A brand won’t become successful overnight, but by continually aligning their marketing efforts with its mission statement. The businesses implement research-based branding where marketers committed people-focused marketing into a day-to-day reality.
Bring Transparency for Brand Authenticity
Every time your company launches an advertisement campaign, updates website copy, posts on social media, or speaks at a conference, you showcase the power of the voice, and brand authenticity. Transparency is a mighty tool for brand communication that can be practiced to regain customer’s trust. Research reveals that nearly 39% of people will shift to a new brand if it was completely transparent, almost 56% will be loyal for life, and nearly 76% don’t mind paying more for such brands. Buyers want to be an active part of your tribe, they want to feel they have an agreement with brands that match their values, and it goes well beyond repeat business.
Develop the Power of Voice
Aiming to perfect the power of the voice for your brand authenticity is impractical and limiting. It puts needless pressure on you to get it right. As we’ve already discussed, developing your power of the voice takes practice. It’s something that evolves, and you’ll naturally get better at as you create more content. If you aim at being perfect with your brand authenticity, you’ll never share what you’ve created, and your power of the voice will be limited.
Have you ever considered thinking about your brand voice? If not, it’s time to let the world hear your voice! By digging deep into your brand’s personality and discovering ways to express it through messaging, you are more likely to come off as a genuine human that your audience can relate to or aspire to be like. Enhancing the voice’s power not only creates brand authenticity but also allows your audience to form an emotional bonding with your brand.