Three Tips for Finding your Brand’s Voice

Three Tips for Finding Your Brand’s Voice

Thinking back to the last time I was at the South Florida International Auto Show in Miami Beach, FL. I’m struck by the similarities between the car show and determining your brand’s voice – specifically for the social media content you’re producing.

Brand Voice Explained

Brand voice refers to the distinct personality, tone, and communication style a brand adopts to connect with its target audience. It encompasses a unique combination of language, vocabulary, and messaging that reflects the brand’s values, mission, and overall identity. A well-defined brand voice helps establish consistency and builds recognition, allowing customers to identify and resonate with the brand on a deeper level. Whether it’s friendly and conversational, authoritative and professional, or quirky and playful, a brand voice shapes how the brand expresses itself across various channels, including marketing materials, social media, customer service interactions, and beyond. It plays a crucial role in building brand loyalty, attracting the right audience, and creating a cohesive and memorable brand experience.

Your Content Paints a Picture of Your Brand’s Voice

Comparing car brands, it dawned on me that the obvious differences between each brand’s beautiful car models bore a striking resemblance to how your content paints a picture of your brand. I’ll elaborate on these with three examples of finding your brand’s voice:

1. Corporate: Luxurious and Established

The luxury brands like Mercedes, Ferrari, and Maserati had leggy models wearing black and grey, hair perfectly coiffed and dressed to the nines. They had lounges with comfortable seating, big screens, and candles on the tables for ambiance. There was no doubt; they knew their target audience was established folks who could afford something that said: “I’ve made it.”

2. Casual: Fun and Flirty

Honda, Mini Cooper, and Scion were the complete opposite. Their models were fun and flirty, wearing younger, hipper clothing (think Chuck Taylor All Stars and tees), and their lounges had plush seating, vibrant colors, club music, music videos, and video games. They were clearly looking to attract a younger demographic, perhaps those looking for something a bit sportier.

3. Adventurous: Cutting-Edge and Outside the Box

Jeep’s brand voice is adventurous, rugged, and freedom-loving. They evoke a sense of exploration, outdoor lifestyle, and off-road capabilities. Their messaging often portrays Jeep owners as daring and adventurous individuals who seek thrilling experiences and enjoy the freedom of exploring the great outdoors. Jeep appeals to those who value versatility, ruggedness, and a sense of adventure in their vehicles.

Though each brand nailed it, and the gathered audience made that clear, they were all very different in representing their respective brands. The same holds true for you when you produce and share content. These examples showcase how different car brands adopt distinct voices to connect with their target audience and communicate their unique brand identity.

Find Your Brand Voice

Your social media content says as much about you as it does about your audience. If your tone is casual and laid-back, does that represent your brand? And if so, then does that represent the audience you’re trying to reach? If your tone and voice aren’t appealing to the people you’re trying to reach, it’s time to change it up. Though it’s important that your approach to content curation and creation be as unique as your brand, it’s also important not to stray from your brand’s image.

Let your corporate culture be your guide. For example, writing in a more casual tone doesn’t mean your brand isn’t professional. You can use words like “you” and “I” more than “we,” and it’s perfectly acceptable. It doesn’t make your brand any less credible. As long as your content is authentic to your brand, your professionalism will shine through, and you’ll be on the road to success.

Has your brand been able to find its voice? Is your content more corporate or casual? What advice would you offer a brand looking to create content in its voice?  Need help finding your brand’s voice? Reach out. I’d love to help you.