Your Brand’s Voice and Personality: The Key to Real Connections

     
     

Published: February 27, 2017

While people don’t mind interacting with machines in many situations, when it comes to choosing where to spend their money they often prefer the feeling that they are interacting with real people. How can your company convey that human quality when the actual interaction is happening with a machine? The answer lies in your brand’s voice and personality.

Defining Your Brand’s Personality

Part of developing a marketing strategy involves determining who you want your brand to be. In the same way that you will develop a buyer persona, you need to create a similar counterpart for your company if you want to make lasting connections with your audience. When creating content for your audience, it is this personality that you want to shine through, and your content creators will be more effective if you take the time to specify a few character traits.

 What Makes Up a Personality

Luckily, we’re not creating AI beings that need to pass as humans here. We’re just looking to hit a few major points that people will respond to when consuming your content:
  • Voice. This is the consistent arrangement of ideas and words that make your communications seem more cohesive. If that definition is confusing, here are some examples of qualities that might describe your voice: helpful, approachable, informative, authoritative.

  • Tone. This is similar to voice in that it’s all about how your readers perceive your content. Tone has more to do with the overall feeling of your content. Is it light and funny? Is it scientific and clear? Is it very professional or written for laypeople?

  • Vocabulary. The words you choose will have a big impact on your readers’ perceptions. If you use a lot of jargon and lingo, you might alienate outsiders. On the other hand, you might also build credibility with those in the industry, too. If you are trying to communicate with a highly educated group, simplistic language might get boring. If you need to reach a broad swath of the population, fancy words and terminology will be a major turnoff. Know who you need to reach, and choose your words correctly.

  • Mood. While human moods change frequently, you want your brand’s mood to stay fairly consistent across your content. From quiet professionalism to deep contemplation to positive and cheery, a steady mood will help people feel like your content unites your brand.
Stay Focused on Your Readers

Even while you are defining what your brand’s personality is—an inherently selfish project—you still must keep your fingers on the pulse of your consumers. You may wish to create a personality that is light, funny, and helpful but if that’s not what will resonate with your readers then it will not be effective. It can sometimes be a tricky balancing act between being authentic and giving your readers what they want. In the end, you are the expert at being you and also at serving your customers. Taking the time to define where these two meet will keep everyone in your organization on the same page so your customers stay connected.


Categories: Branding
Tags: Branding, Brand Personality, Voice, Tone


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