How Your Brand Voice Completes and Elevates Your Brand Identity

null null
By 36creative
Brand Strategy

When you think of your brand, you want it to be a powerhouse, right? To resonate with your audience and make an impact. The secret to making that happen is all in your brand voice.

Let’s picture this: a high-end fashion label with a sleek, sophisticated tone in all their messaging. They use posh and exclusive wording that fits their personality and elevates their brand’s perceived value. By talking the talk, it’s going to help convince their audience that they can walk the walk. That’s the power of a brand voice. It’s not just about the words you choose; it’s how you bring them to life with personality and emotion. This is your ticket to standing out from the crowd and building absolute trust with your audience.

In this article, we’re diving into how nailing your brand voice isn’t just an add-on; it’s a game-changer. It’s what fills out and lifts your brand identity, giving you that edge to make a lasting impression. Let’s get into how you can do just that.

Defining Your Brand Voice

A consistent strategy for conveying your personality in writing is the first step to defining your brand voice. Finding that sweet spot in your tone is vital – it brings your brand’s values and personality to life. Think of it like crafting a story where your tone sets the scene. It should fit snugly with your brand story, weaving together a narrative that aligns your personality with the problem you exist to solve. This isn’t just about sounding good; it’s about striking a resonant chord.

Aligning Your Brand Voice With Your Target Audience

To hit the mark with your brand voice, ensuring it vibes with your target audience is crucial. This means diving deep to grasp what your audience is about – their wishes, attitudes, and even the specific language they use. When you truly understand your audience, you can tailor your brand voice to echo their style and language.

Think of it as detective work. You’ll want to dig into some serious market research to gather all the details on your audience’s demographics, lifestyle, and how they communicate. With this intel, you can shape your brand voice to mirror their tone. It also lets you create content that meets their needs, dreams, and challenges. Doing that right means more than just sounding “cool” – creating an authentic, meaningful connection. This stuff doesn’t just make your brand stand out; it builds trust, cements loyalty, and sets you up for lasting success.

Creating Consistency Across All Communication Channels

Creating a unified brand experience means ensuring your brand voice is consistent across all communication channels. This consistency is key to maintaining a solid brand image and ensuring your message connects with your audience. Let’s break down the four essential steps to deliver that consistency:

  • Define Your Brand Tone: Think about how this voice should adapt to different channels and situations while keeping its core characteristics intact. This foundation is critical for all your communication.
  • Develop Brand Guidelines: A comprehensive set of guidelines outlines how your brand voice should be expressed, regardless of the channel. A centralized document – or an interactive online guide – ensures everyone’s on the same page with the latest brand directives.
  • Train Your Team: Your team must get the brand voice. Offer training and resources so everyone from marketing to customer service can confidently embody this voice. Consistency starts with a team fully aligned with your brand’s essence.
  • Monitor and Adapt: Keep a close eye on all your communication channels. Are they reflecting your brand voice as intended? Be ready to tweak and adjust to keep your brand voice consistent and relevant, ensuring it always resonates with your audience.

By following these steps, you can create a cohesive and impactful brand presence that resonates across all platforms, strengthening your brand identity and deepening your connection with your audience.

Differentiating Your Brand From Competitors

Want to step out of your competitors’ shadow and shine in the marketplace? The key is to highlight what makes your brand unique. It’s about pinpointing and showcasing that special something that sets you apart. This isn’t just about grabbing the spotlight; it’s about creating a connection that resonates with your audience emotionally. When you forge this kind of bond, you’re not just another choice but their go-to option. By focusing on what makes your brand distinct, you’re making a statement and building a loyal community that prefers you over anyone else in the game.

Unique Selling Proposition

Getting the lowdown on your Unique Selling Proposition (USP) and how you talk about it is crucial to stand out from the crowd. Your USP is that special something – a unique benefit, feature, or value – you bring to the table that no one else does. It answers every customer’s question: “Why should I pick you?”

Identifying Your USP

Kick things off by digging into what makes your brand stand out. It could be anything from a groundbreaking product feature, top-notch service, or a fresh way of tackling issues to your company’s core values and mission. Say, for example, you’re the only one offering an eco-friendly option in a field that’s not so green – boom, that might be your USP right there.

Articulating Your USP

Got your USP? Great. Now, you need a plan for how you talk about it. You want to get your USP across in a clear and relatable way. It should stick in the minds of your audience, like a promise from your brand that sums up what you’re all about.

Integrating USP into Brand Strategy

And it’s not just about having a slick line for your marketing. Your USP should be threaded through everything you do – from how you develop your products to how you chat with customers. Every time someone interacts with your brand, they should get a feel of your USP. That’s how you build not just recognition but also real loyalty.

So, your USP isn’t just a feature; it’s the heartbeat of your brand. It makes your audience consider you another option and their preferred choice. When creating your brand voice, your audience must feel that heartbeat in every word you choose.

Target Audience Alignment and Competitive Analysis

Stepping up your game and distinguishing your brand from the rest isn’t just about knowing your audience but also sizing up the competition. Start with a deep dive into your target audience’s world – their demographics, what ticks their boxes (psychographics), and what they want and value. But here’s the kicker: don’t stop there. Roll up your sleeves and dive into some competitive research, too. See what the other players in the field are doing – and then figure out how you’ll do it differently.

This mix of understanding your audience and keeping an eye on your rivals is crucial. Why? Because it gives you the intel to shape a brand voice that’s not just another echo in the market. It’s about crafting a personality for your brand that’s as unique as your USP – something that makes your audience sit up and think, “This brand is just like me.”

So, when you’re aligning your brand voice, it’s not just about hitting the right emotional chords with your audience. It’s also about ensuring that your brand stands out with its distinct flavor in a sea of the same. This combo of deep audience connection and a standout brand personality puts miles between you and your competitors.

Emotional Brand Connection

Next, we must discuss making a real, heart-to-heart connection with your audience. It’s more than just pushing a product or service; it’s about building a deeper relationship. This kind of bond comes from getting the emotional needs and desires that drive your customers. The brands that get this right are where customers feel seen and understood – like someone’s finally speaking their language.

Understanding Emotional Drivers

To kickstart this connection, zero in on what emotionally drives your audience. Are they looking for comfort, a sense of achievement, maybe feeling part of something bigger? Uncovering these drivers means going beyond basic demographics and tapping into their feelings and dreams.

Crafting a Relatable Brand Voice

Remember how we chatted about putting some soul into your brand voice? Well, it’s crucial for this part. Your brand voice needs to respond to your audience’s emotions. It’s not just about the message but the feel of it. The way you talk, the words you choose, and the stories you share should resonate with what your audience is feeling and aspiring to.

Building Emotional Experiences

Think about how your brand can create experiences that stir up genuine emotions. Maybe it’s through building a community, offering personalized experiences, or sharing stories that reflect common values. If you’re all about being green, share real stories of people living eco-friendly lives. It’s about making your audience feel part of something that matters to them.

Maybe it’s getting repetitive, but the key takeaway for most of this article is that creating a great brand voice is about understanding your believers on a deeper level and speaking straight to their hearts. This kind of genuine, emotional connection turns customers into loyal fans.

Infusing Personality and Emotion Into Your Brand Voice

Your brand’s voice is more than just the words you choose; it’s the heartbeat of your brand’s identity. Infusing this voice with personality and emotion is essential to resonate with your audience truly. Here are some practical tips to help you inject real character and feeling into your brand voice, ensuring it’s heard, felt, and remembered.

Get to Know Your Brand’s Character

Start by asking, “If my brand was a person, who would it be?” Is it the life of the party, a wise mentor, an adventurous trailblazer? This exercise helps shape a voice that’s not just words on a page but a living, breathing personality.

Speak Like Your Audience

Tune into how your audience communicates. Are they formal, casual, full of slang, or straight to the point? Adapting your brand voice to mirror your audience’s way of talking creates a sense of familiarity and relatability.

Tell Stories that Resonate

Everyone loves a good story. Share narratives that your audience can see themselves in. Whether it’s customer success stories, behind-the-scenes glimpses, or your brand’s journey, make it something they can connect with emotionally. Take it one step further. Share a brand story that explains how your brand was created by someone solving a problem your audience relates to. Show them you get them because you’re one of them.

Use Emotion Wisely

Emotions are powerful, but they need to be genuine and appropriate. If you’re trying to be humorous, ensure it’s in good taste. If you’re going for inspirational, keep it uplifting, not preachy.

Feedback Loop

Keep an ear out for how your audience is responding. Are they engaging more when you post certain types of content? Use these insights to refine your approach and keep your brand voice evolving with your audience.

Empathy is Your Superpower

Always put yourself in your audience’s shoes. Understanding their challenges, joys, and pain points allows you to craft a voice that speaks to and likes them.

Following these tips, you can infuse your brand voice with the personality and emotion that attracts attention and creates a lasting bond with your audience. Remember, it’s all about being genuine and relatable – that’s what turns a brand into a beloved part of your audience’s daily life.

Measuring the Impact of Your Brand Voice on Brand Identity

So, you’ve got this standout brand voice, but how do you know if it’s making waves? Measuring its impact is crucial to see if it connects with your audience and shapes your brand identity. Here’s how you can gauge the effectiveness of your brand voice:

  1. Customer Surveys and Feedback: The real deal comes straight from the source – your customers. Tap into surveys, feedback forms, and direct interviews to understand how your audience perceives your brand voice. Are you hitting the mark or missing the beat in expressing your brand’s values and personality?
  2. Social Media Analytics: Dive into the social media pool. Keep an eye on mentions, likes, shares, and all that good stuff. Social listening tools are your best friends here, helping you track how your audience interacts with your brand voice. Sentiment analysis can also give you a deeper dive into their emotions and attitudes towards your brand.
  3. Website Analytics: Your website is like a goldmine of insights. Analyze user behavior metrics – time spent, bounce rate, conversion rates – to see if your brand voice resonates with your visitors.
  4. Brand Awareness Studies: Want to know if you’re sticking in people’s minds? Conduct brand recognition and recall studies using online surveys or focus groups. This can tell you if your brand voice makes the lasting impression you aim for.
  5. Sales and Conversion Tracking: The proof is in the pudding – or in this case, the sales. Keep tabs on your sales and conversions before and after you’ve put your brand voice out there. This is a solid indicator of whether your voice is turning heads and opening wallets.
  6. Competitor Comparison: Don’t forget to peek at what the other guys are doing. Comparing your performance against competitors can tell you whether your brand voice is a standout feature in your market.

Continuous Evaluation and Adaptation

It’s important to remember that measuring the impact of your brand voice is not a one-time activity. Regular evaluation and willingness to adapt based on insights and market trends are crucial for maintaining a solid and relevant brand identity. By continuously monitoring and refining your brand voice, you can ensure that it remains a powerful tool in building and sustaining your brand’s unique identity in a competitive marketplace.


Let’s pause for a second and take in the incredible journey you’ve been on, shaping and fine-tuning your brand voice. Major props to you for understanding the importance of standing out in a crowded market space – that’s no small feat! But hey, remember, this isn’t just a one-and-done deal. The real magic of a killer brand voice unfolds over time. It’s all about understanding ever-shifting market trends and learning on the fly from what works and what doesn’t. Keep your finger on how your audience reacts to your marketing efforts, and be ready to switch gears when needed. 

Your brand voice is more than a bunch of words – it’s one of the main ways of establishing a charismatic, authentic brand. Your brand voice might be the main thing that makes your audience click with you and stick around for the long haul.

Thirsty for more?

Hey you!

Did you say SHOPIFY?! We can help with that.