When new clients find out about your company for the first time, they should immediately understand what you’re all about. Every brand needs a unique voice and message that they stand behind. Your brand message and brand voice can help you stand out and further explain the story of your company. So if you’re starting a new business or looking for a refresh, here is how to develop a unique brand message and voice.
Brand Messaging vs Brand Voice
First off, let’s make sure we understand the difference between your brand message and brand voice.
Brand messaging is the overarching idea that your brand is trying to convey to customers. Your brand messaging is the backbone of your company. It’s the message you thread through every aspect of your business. You can incorporate your brand messaging into every element of your company. Your brand message will consistently remind your customers of the following aspects of your business:
- The value your business can bring into their lives
- How your business adds that value
- The ultimate goals of your business
The overarching brand messaging will be easy for consumers to pick out and help you create a strong image for your company.
Your brand voice on the other hand is the tone and words you use to convey your message. The voice of your brand will be an exact reflection of your message. You may use humor in your brand voice or create something more formal depending on your audience. Building a brand voice can be the more creative part of building a unique and exciting brand for your business.
Work with Branding Experts
One of the best things you can do if you’re stuck on building a unique brand message and voice is to bring all of your ideas to the experts. Branding experts like Anyday can work with you on developing the right brand messaging for your business.
When you work with a team that specializes in branding, you’ll be able to take all of the value of your company and create a message and voice that reflects that. While this option is an investment, it can help you take all of the guesswork out of building the right voice.
Build Your Core Values
Whether you work with experts or on your own, one of the first things you need to do to build a brand message and voice is to understand your business’s core values. You’ll want to take a look at what you want others to think when they look at your business. Some ways to do this are to look at your value propositions. A unique brand message will easily convey these value adds to potential clients.
Understand Your Audience
Once you have your value proposition down, you need to understand the people who will benefit from that value. Your target audience is going to help build the framework of your brand message as well as your brand voice. One way to start understanding your audience is to build personas of what your target client would look like, from there you can start to align your message and voice to hit the types of clients you want.
Create Your Brand Voice
You’ve built a strong message for your brand. Now it’s time to craft a voice that will convey that message to more potential clients and solidify your messaging. When creating your brand voice you still need to keep your audience at the forefront. Your audience will be the ones reading and interacting with your brand voice. A beauty company may have a very different audience than an insurance company. Keeping this in mind will help you to better communicate your voice with your audience.
The tone of your brand voice can change a bit from platform to platform. You may want to keep things fun and comical when interacting with clients on social media. But then switch to educational and nurturing blog posts. Knowing how your audience speaks can also affect how you use your brand voice. Reflecting the way your audience speaks and interacts with one another can help you build a strong relationship.
As you continue to build your business, you can also segment your brand voice. If you are working with first-time clients you may speak to them about your product differently than long-standing clients. If you are running a specific campaign to bring in new clients, your voice may be more welcoming and informative of your product. Making sure to know when to adapt your brand voice can keep it fresh and allow your business to grow alongside your clients.
Your brand messaging and voice are what will stick in clients’ heads. Whether you’re sending comical replies on social media or writing powerful blog posts about your company, your messaging, and voice should always be present. Taking the time to build out your messaging and voice can only help the strength of your business.