Remember the mesmerizing female voice of brand L’Oreal claiming “You’re Worth It” or a masculine deep voice of vehicle tyre making brand CEAT thundering “Born Tough” or a sweet sonorous motherly voice of the brand Garnier saying “Take Care”. All these voices uttering taglines speak volume about the products and services, these brands provide to the consumers- utility, care, support, encouragement and more than anything else- Human Element. The voice enables a consumer to feel, relate, experience and visualize a favorable personification of the brand in his mind together with a sensitive human resource team promoting the brand. About 64% of customers pursue relationships with the brands by shared values and relatable identity as a result of particular feeling or opinion about it – a feeling that drives their buying decisions. They differentiate between brands with emotions and experiences instead of price point and product features. Therefore a brand’s success and its strong growth in the competitive market can be attributed to the right creative message with impressive relatable voicetalent.
Branding is based on value, respect and connecting relationships with the consumers. It does not happen overnight rather it is built by taking consistent approach across every consumer interaction with the brand. They should be made to feel happy and cared with what they get. The Brand Voice conveys that the brand values its customers who drive the business forward and getting ahead in competition market. About 80% of available return is a function of the creative and marketable brand voice. Virgin America is known for its friendly and reliable customer service and its voice constantly builds the brand.
Brand voice can be categorized as friendly, professional, service oriented, authoritative, promotional, conversational or informative. The major task is to choose the correct brand voice that makes sense to the brand objectives and resonates with the target consumers or subscribers who expect a certain brand voice and brand personality when they use the brand content.
It is an imperative to maintain a consistent brand voice that helps the brand image become recognized on multiple channels i.e. publishing blog articles or social media posts, in the same manner. The brand voice makes the personality of the brand stand out in every aspect, for the consumers experience it in entirety. The brand voice epitomizes the overall brand prersonality, therefore the following prominent objectives of a brand should be determined in order to engage a correct voice of brand.
What my brand stands for?
What problems does my brand solve?
Who are my ideal customers and what promises my brand makes to them?
Why do my customers trust me?
What does my brand makes my customers feel?
If my brand was a person, what would his personality be like?
Consumer may connect with a brand from ‘not connected at all’ to ‘loyal brand advocate’. The need is to spread positive energy through the correct brand voice and engage with the audiences in an innovative way.
A.Nikhat Jafri
India
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Voicing your Brand 