The power of brand voice

When we meet someone, we form a view based both on what they look like and the way they speak. It’s these unique aspects of a person that give us clues to their personality. That make them memorable. And that help us decide whether we want to get to know them better. It’s much the same when we meet brands…

The visual and the verbal elements can both play a powerful role in revealing a brand’s personality, distinguishing it from competitors and encouraging people to engage further with it. Yet branding projects often focus almost solely on the logo, the imagery and the photography. And pay little attention to brand voice – the words chosen, and their order, rhythm and pace. 

Customers can be inspired by distinctive photography and a unique logo. But if the words don’t do their job, the brand sounds like every other law firm or charity or retailer, leaving them feeling that there’s little substance beneath a stylish veneer. Their trust in the brand starts to falter. 

With an exceptionally strong brand voice, people can identify the brand from the words alone, without seeing the logo or the product. No one could mistake quirky and playful Innocent for any other soft drink: “100% pure fruit smoothies. No added sugar. No concentrates. No funny business”. 

A brand’s voice needs to be an authentic embodiment of its personality. Only then will it resonate. IKEA, for example, focuses on simplicity and being on the side of the many: “Narrow hallways can be a pain, with shoes all over the place. Our hallway wardrobes make use of every square inch”. While UK bank, First Direct, is warm and reassuring: “If you want to talk to us, you’ll always be able to speak with a fellow human, 24 hours a day, 7 days a week”.

A brand is at its most powerful when visual and verbal language unite to express its distinctive, unique, authentic character. And when both are consistently articulated wherever customers meet the brand. 

Cathy Howells