Apple, Chick-fil-A, Coca-Cola, and Tik Tok.
No, we’re not simply listing large companies. Instead, we would like to ask what comes to mind when you think of these brands.
Whether you shop their products or not, it’s fairly clear that each of these companies has a very recognizable brand voice. If these brands were individuals and you heard them talking on the street, you’d probably have a good indicator of who they are and what they are about.
Even for brands that have evolved over time, their immediate recognition is why it’s so important for brands – no matter how small – to build a brand voice.
Need help refining your brand’s voice? Watch what we can brew for you!
4 Reasons Why You Need to Create A Consistent Business Brand Voice
Aside from having the potential to boost your revenue by 23%, your brand voice also builds trust between you and your audience in these 4 ways:
- How recognizable you are
- Your ability to build and maintain relationships
- Your uniqueness in the marketplace
- How authentic your audience believes you are
1. Your Recognition
What makes your brand stand out from the competition?
The content you produce can make your brand both memorable and immediately recognizable, which is essential to the customer journey. The more someone recognizes your brand, the more likely they are to convert to a buying customer. And, eventually, a loyal customer if you continue to think about the customer journey in every business aspect.
2. Your Ability To Build Relationships
The more someone recognizes and interacts with your specific brand, the more likely they are to grow attached to you over time. By keeping your content transparent and true to your purpose, you continue to relate to your customers and build a relationship based on trust, similar interests, and mutual understanding. It’s kind of like dating with fewer strings attached.
3. Your Uniqueness
Most likely, you are not the only one of you out in the world. Likewise, we are not the only copywriting firm out in the marketplace. But we are the only FocusCopy out there. So we’re going to lean on our own uniqueness. And that’s something no one can steal from us. We combine our…
- Years of experience
- Ability to teach others
- Love of coffee
…And other special tidbits to create a brand voice that’s credible and colorful. But that’s not quite all.
4. Your Authenticity
Authenticity should always be blended into your brand voice. In a world where only about 31% of customers trust most of the brands they use, continue to be true to yourself. Lying about your company, services, or products will set you up for failure and ruin your reputation. It’s best to be honest and connect to your audience on a human-to-human level than tell them whatever they want to hear.
Ready to see more of your distinct brand in your copy? Let’s talk shop!
Breaking Down Your Brand’s Voice
Alright, from the top!
What exactly is a brand voice?
Your brand voice is broken down into 3 distinct categories: Consistency, Clarity, and Character.
Different Cup Of Copy, Similar Quality
Consistency in your brand’s voice is where strategy and uniformity meet. Whether your audience is looking at posts on your TikTok, Instagram, website, or any other platform, your brand’s voice should be consistent across every single one of them.
Apple is a fantastic example of a company that is consistent about its brand voice. They prefer short, clean copy that explains simply what their product has to offer. A few ideas from previous ads include:
- Light. Years ahead. (MacBook)
- Thinnovation (MacBook Air)
- Privacy matters (iPhone)
Creating your own brand’s consistent voice doesn’t mean making 1 person responsible for creating all of your content forever. We do suggest hiring copywriters (like us) who can learn your voice and apply it to all future copy. Especially since it takes about 5-7 impressions before someone starts to truly recognize your brand.
Make It Simple To Understand
Clarity is just as it sounds in that any copy you create should be concise, direct, and easy to understand. Being too verbose or detailed can actually turn your audience off. Give them the big picture in a summary and tack on highlights to answer their frequently asked questions. An easy way to structure your content is by ensuring you answer the who, what, when, where, and why for whatever it is that you’re writing about.
An example of this can be found in Fitbit’s ads that use phrases like…
- Know Your Heart Rate
- Track Activity
- Your best wellness tracker yet.
Their copy is straightforward and lets you know right away what you can expect from their products.
Add Shots Of Flavor
Character is the pop of personality you decide to add to your brand’s voice. It’s that something extra that sets you apart from the rest of the crowd. You may decide to adopt a certain persona to fit what your audience likes. Or you may start using certain words or phrases to fit a theme you’d like to align your brand with.
A large-scale example of a brand’s character is seen in the Houston Astros content. Their copy is, of course, aligned with baseball but also uses space themes and references to its hometown NASA roots. Another example is Chick-fil-A – known for its misspelled ads and a touch of Southern charm.
Create A Consistent Brand Voice With One Copywriting Firm
We write content for a variety of industries like bookkeeping, aviation, construction, and even chocolate (so much fun). And we like to partially attribute our portfolio to the process we’ve worked so hard to develop and define over time.
If you’re done sitting on copy that never seems to get published, we’re the copy baristas you need to bring your brand to life. Reach out today to get started.
