Why is brand voice important?
Your brand voice tells everyone who you are and what you stand for. You’ll engage clients that are attracted to your brand, and over time you’ll build a solid relationship with them. In their eyes, your brand will become recognisable and reliable and, as long as you remain true to it, you’ll foster their confidence.
But a word of warning: stay consistent (sorry, two words). To keep with the analogy above, if all of a sudden, you change the way you communicate —maybe you start conversing in rap — your friends and relatives would be sightly confused. “What’s happened to my Daniel?” or “what’ve you done wi’ me best mate?” You might look the same, but your communication style would really make people take a step back and, well, wonder.
Let us explain. Let’s say your brand comes across as serious and down to earth (definitely not us then!), but you decide to lighten things up a bit and start sharing humorous memes that are unrelated to your business. You’ll turn off your prospects and utterly baffle your current clients.
Take Greta Thunberg. Like her or loathe her, her brand voice is tough, combative and outspoken to the point of impertinence (ooh, nice word, there). She really wouldn’t come across the same, or indeed, have the same impact if her brand voice was gentle, caring and charming.