Blog Post

Building Brand Voice: Your Brand in a Conforming Society By Cassie Schoenhard BADM 370 12 pm Could be published to: Business Insider (https://www.businessinsider.com/) or Duct Tape Marketing (https://www.ducttapemarketing.com/blog/)

Today’s society is filled with instagram models, keto diets, and the hottest clothing trends. So how do you stand out in a world filled with conformity? Defining your brand voice in today’s society is one of the most important keys to success. There are four main components to brand voice: persona, tone, language and purpose. These 4 components can be achieved through making your voice unique, memorable, and consistent. The first step to defining your brand voice is channeling your unique personality into the voice you want to be heard. With conformity and immediate satisfaction being so common in today’s society, many

people trying to start a business are driven to put out anything to satisfy a consumer base. However, this contradicts the whole idea of being personal and unique. Start with thinking about your passions and the things you love. What do you want your business to represent? Are you hardcore, intense, and driven or are you delicate, softspoken and relaxed? Finding the uniqueness in yourself will allow for you to achieve the character/persona part of your brand voice. Once you figure out who you are and who you want to be when you market to your consumers, you can figure out how to make your voice not only be heard, but be memorable.

Making your brand memorable is

The third most important factor to

extremely important. You want to leave an

consider when making your brand voice

impression on your consumers. When you

heard is consistency. Often times in today’s

are attracted to someone’s brand voice

society, we continuously hear of people

what are the main things you notice? You

saying one thing and doing another, thus

notice colors and fonts of the brand logo;

creating chaos and a breach of trust among

the values that the company has; their

consumers. Here are just a few ways in

corporate social responsibility; and the way

which you can remain consistent and

you feel when you consume their product.

unambiguous in your brand voice:

Having a memorable brand voice means being personal with your consumers.

1. Think ahead- Thinking ahead is imperative to the success of a brand.

Building a strong personal brand paves

You must be

the way for a successful brand voice in

ready for any

the future. 1Claire Linton-Evans (2014), a

and all bumps in

senior executive and valued author,

the road that

pushes the idea

your

of creating a

company/brand

strong “elevator

might face.

pitch.” She

When you think ahead, you have

notes, “You

time to plan for the problem and

should be able to

prevent the loss of your reputation

explain who you

within the market.

are and what

2. Be honest- If something is going

you offer in 30

on with your brand and in your

seconds. Include your key messages and use

company, you must be honest with

it confidently and often.” Personal branding

your consumers. People value

is important for yourself, but also for the

loyalty and honesty. If you are

future of your brand. Being transparent in

transparent about the things going

your values and the things you want your

on within your company, people are

brand to achieve will fulfill the tone and

more likely to respond positively and

purpose of your brand voice, thus creating a

give your brand the benefit of the

strong and loyal consumer base.

doubt. 3. Stay accountable- It’s important to keep yourself accountable for your

1

Linton-Evans, C. (2014). Reputation is everything. Age, The (Melbourne). 1, 34.

actions. This means carrying out

promises, but also understanding

While we may live in a society of

the repercussions of any actions you

conformity, there are ways to make your

might need to take.

brand voice heard. Creating a successful

These are just a few ways to give your

brand voice means being unique,

consumers reason to value your brand voice

memorable, and consistent, while still

among others. Being consistent in your

satisfying the persona, language, tone, and

brand voice will yield lasting success and

purpose parts of a brand voice. Doing these

emulate the language of your brand voice

things will not only help you stand out in

to consumers.

today’s market, but it will help you create a strong, lasting consumer base.