Page 3 - Brand Awareness ~ Defining Your Brand Voice
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BRAND VOICE: 3 STEPS TO SUCCESS
he most memorable brands, from Consistent branding drives an average
TApple to Geico, are ones that have 23% uptick in revenue, Semrush surveys
a clear and consistent brand voice. reveal. Consistent communications
When consumers see an ad from such build connection and trust with the
a brand, they instantly recognize the target audience, while improving brand
company behind it. These brands have recognition. It helps convey sincerity
successfully created a unified brand and legitimacy.
identity. Brands must communicate clearly
“The voice at the heart of the brand is one
with their audiences. What’s your brand’s
of the most effective tools a brand can
personality? Do you know? Discover three
use for targeting its desired consumer
ways to develop your brand’s voice.
demographics,” Jessica Hawthorne-Castro,
“Your company’s tone of voice represents CEO of Hawthorne Advertising, tells CMS
your brand personality and values,” Wire. “This brand personality is what gives
explains Eugenia Verbina at Semrush Blog. consumers the ability to become familiar
“It describes how we want to communicate with and connect with the brand.”
to our audience, rather than what.”
Yet developing a distinct brand personality
can be challenging, especially in an era
when there are so many channels
Shutterstock estimates that of communication and everything
is available online. It’s not just marketers
who dictate a brand’s voice anymore.
60% From sales to human resources,
every department in a company must
understand and follow the brand’s identity
to ensure the messages they are conveying
of marketers create reflect it. This means all collateral from
a minimum of one piece slide decks to job announcements.
of content each day.
Here are three steps to developing
a brand voice that lines up with company
Semrush surveys reveal values and creates a unified and consistent
that consistent branding public presence:
drives an average
1 DEFINE
BRAND VOICE.
23% A company’s mission and value statement
are a good place to start when thinking
about brand voice, Caroline Forsey writes
at HubSpot. Forsey also says information
uptick in revenue. about the target audience is essential.
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