To demonstrate the power of voice, try to “name that brand” below based on copy from company job descriptions:

  • “You sometimes rearrange your computer setup just for fun. You were the kind of kid that took things apart just to put them back together. You’re here not only to help fix equipment but to restore positive customer relationships with free technical advice and timely repairs.”
  • “For 90 years, our outstanding storytelling has enchanted, inspired and thrilled audiences everywhere…Join the talented team that develops and delivers unparalleled creative content to audiences around the world.”

Did you say Apple and Disney? If so, do you know why or how you could easily recognize each brand without seeing a logo, having any context, or even knowing what field the company is in? The words above evoke an image and shape the reader’s expectations of what it’s like to be part of that company. They offer up a personification of the company’s values, culture and spirit.

It works in the same way you might hear someone talking in a store or on the street and, without seeing the person, it quickly registers that it’s a friend you know. Brand voice is essentially your organization’s personality. It’s tone, style, behavior – be it silly, serious, cynical, inspiring or serene. While it sounds soft, don’t underestimate the power of brand voice on your bottom line.

Here’s Why Your Brand Voice Matters:

  • Having a clear, recognized brand voice sets an organization apart from its competitors. To buyers, most products or professional services look pretty much the same and decision-making often comes down to price. Take your name out of your boilerplate description and those of your competitors. Can you tell the difference? When there is a sea of “me too” options, a well-developed tone of voice ensures you are not lost in the crowd. It makes you memorable. Brand voice makes you the preferred choice that gets more business
    Does brand voice matter? Take your name out of your boilerplate description and those of your competitors. Can you tell the difference?Click To Tweet
  • People want to buy from brands when they feel an emotional connection. Inherently, we trust people more than we trust companies or products. Voice is what brings your organization to life – what creates emotional connections. One simple way you can humanize your brand with voice is to think of your company as a fictional character: name him, describe him, imagine how he would behave in the office or at a party, what stories he would tell and what makes him tick.
  • Customer relationships make or break your business. Brand voice shapes audience expectations of how your brand will interact with them; what a relationship is like in working with you or buying from you. It evokes emotions and compels engagement. As in any relationship, people seek connection, authenticity and trust. Your voice is what can project and build those things, nurturing the relationships that matter most to your business.

Your brand voice is yours. No one can give it to you; you need to uncover it, nurture it and use it consistently. The risks of not doing so are scattered messaging, a confusing brand presence, lack of differentiation, and ultimately, missed business opportunities. So, go forth and find your voice! Or as Madonna said: express yourself.

Need help finding and strengthening your brand’s voice? Our strategy workshops can help.

Strategy Workshops with Stern Strategy Group

For more than 15 years, Jen Zottola has helped bring clients’ stories to life – through media opportunities, digital and marketing content, executive presentations, employee communications and more. Fusing creativity with strategy, she crafts compelling, award-winning copy proven to reach and resonate with the right audiences in the most impactful ways. As editorial director, Jen collaborates with clients and account teams to provide counsel on messaging and voice, as well as writing and editing support. Her creativity isn’t reserved only for writing; Jen also gets a kick out of party- and event planning.