Why Is Brand Voice So Important for Your Business Marketing?

If you’ve followed us on social media long, you know about brand voice.

We talk about it a lot and we use it in our own digital marketing for our business.

Brand voice is two parts: 1) What you say about your company and 2) How people perceive your company.

Part 1: What you say (the narrative). Practically, this includes your written copy, your graphic design, your website, and everything surrounding your brand name.
Part 2: How people perceive you (the interpretation). It’s what people are interpreting from your narrative.

You can say all day long until your phone dies that you’re a luxury, local, well-established fashion designer, but if all of your photos on social media and your website are pictures of your lunch, latest vacation, and new puppy, then you can yell, “I’M A LUXURY, LOCAL, WELL-ESTABLISHED FASHION DESIGNER!” all you want but no one will pick up that narrative.

Your images, social media marketing posts, email marketing, and website content all need to communicate the message you want visitors to take away from your brand. And that message is communicated through brand voice.

Why Is Brand Voice So Important?

Brand voice is important because:

It generates your ideal customers
It creates a consistent narrative
It makes everything easier

Let’s look more in-depth at each aspect below:

1) It generates your ideal customer

When you have a unique brand voice that speaks to people’s needs and wants, it attracts your ideal customer, or clients, to your business.

Say you sell 90s boy band shirts online. Not understanding your customers or lacking a unique brand voice is like running into a crowded room full of 60-year-old business men and shouting, “I just found my NSYNC CD. Who wants to listen to it?!”

Silence.

You can make that ask all day long, using up priceless mental and emotional energy, and make no sales. Now, if you had taken a moment to realize who your ideal customer REALLY is, those bangin’ Millennials and nostalgia-seeking Gen Zers, you could have found a different room with the right audience AND THEN crafted your brand voice in a way that appeals to them.

“NSYNC or Backstreet Boys? And why did you choose 98 Degrees?!”

“Say goodbye to April everyone because, ‘It’s gonna be May’.”

“POV: You just got home from school, Nickelodeon on the TV, you put your shiny new CD in your Walkman ever so carefully… which song are you playing first?”

Now you’ve become much more effective with your message because you’ve established a brand voice (90s nostalgia rules!) and you’ve rallied an audience around you using that voice in a way that appealed to them.

2) It creates a consistent narrative

Crafting a consistent narrative creates a marketing safety net for your ideal customer.

People love familiarity, as we talked about in our tips about your graphic design.

When you create a consistent narrative around your brand, people know what to expect and feel comfortable. They’re not worried about something coming out of left field or being hit by a curve ball. You want people to consistently feel more comfortable with your brand and your messages through your voice and tone.

Utilizing that brand voice over and over again helps people feel welcomed by it and they begin to trust it more and more. It’s a way for you to build goodwill with people.

3) It makes everything easier

When you create your brand voice from the beginning, you always know what you’re going to say because you can back everything you do with that voice.

When you go to post on social media, ask yourself: does this communicate x, y, and z?
When you’re writing new website content, ask yourself: does this communicate x, y, and z?
When you’re crafting emails for your email marketing campaign, ask yourself: does this communicate x, y, and z?

It will save you so much time, provide so much clarity to your message, and give yourself an ongoing framework for how to market your business more effectively.

How Do You Create Your Brand Voice?

First, you have to know your ideal client and what you have to offer them.

Your ideal client is you 5 years ago, today, and 5 years from now. You are the pillar of your company. To create your brand voice, you need to ask yourself:

What do you value?
What is magical about you?
What would you do for free?

What Do You Value?

To develop your brand voice, you really have to look inward at yourself. That’s where a lot of entrepreneurs really fail at the beginning. They don’t understand themself or their motives behind their business.

If you build a company off what you are ambitious about, what you value, what you’re good at, you are never going to not care about that. That is what you are going to get up every day to do.

For BGD, our goal is to strengthen, encourage, and comfort people. Everything we write, every graphic and company logo that we design, everything we share on social media through our social media marketing is to strengthen, encourage, and comfort small business owners. That is what we do. That is our brand voice!

So behind everything we produce, we’re always asking: how does this strengthen, encourage, and comfort small business owners?

Your brand voice needs to highlight the priorities of your business.

What Is Magical About You?

Now, I’m not just talking about which Hogwarts house you’d be sorted into (Hufflepuff, of course! I’ve embraced it). I’m talking about what is it about you that takes people’s breath away? What do you offer that is awe-inspiring to others?

Maybe we can even narrow it down into your top 3 talents! Unsure about what those are? Ask close friends and family to tell you.

When you build a brand voice around what you and your company are good at, you are never not going to be good at that thing. It is a talent that you should celebrate!

For our founder, Brittney Garcia-Dumas, she is good at assuming the best about people and finding the best in them. She loves to verbally encourage everyone she meets. It’s a talent God has given her to see the magic in other people. And it’s a talent she has poured into BGD.

At BGD Digital Marketing, we take the magic in other people - what makes them special - and help them grow that in their business.

What Would You Do for Free?

Finally, think about what you would do for free. I mean, we know we all have bills to pay, but what are you passionate about?

For Brittney, she would help people see their magic for free. She would sit and listen to people’s new business ideas every day. She’s passionate about it.

Identify what you are passionate about and put that into your brand voice. That passion and excitement will come out in your messaging and get others excited about what your business has to offer!

Do you remember me talking about that MUD water people drink? Missed that? Definitely go check it out. The only way that became popular was because the owner was passionate about it and was able to communicate it effectively!

When you build a brand voice on what you value, what’s magical about you, and what you would do for free, you will have the most sustainable brand voice for years to come.