It’s not about being different, it’s about being distinctive

By Amos Unkovich

In a highly competitive market, brands have to make a strong impact with their branding and marketing to attract their target audience before other businesses. This is where a unique and distinct brand voice matters. It can play a critical role in your branding strategy and help the consumers connect with your brand on an emotional level as well. 

Think of some of the biggest brands in the world, like Coca-Cola and Nike. While they have robust visual identity designs that are now recognised worldwide, the companies have also focused on building an engaging brand voice. Nike’s inspirational and confident brand voice always has a positive impact on its customers and is one reason they remain so loyal to the brand. 

To build a distinctive brand voice, these are a few steps that you can follow:

Find Out Where Your Audience Is

This is basically about knowing which platform the consumer uses to look for products or services and buy them. Young adults usually prefer to explore products and services online or on social media. So if that is your target audience, you should engage with them through blogs, websites, or social media platforms like Facebook and Instagram. 

According to a report, around 90% of millennials search for products online and are influenced by users’ content. If your consumers are in the age demographic of 25 to 40 years, you will most likely find them online. Once you know where your audience is found, you can create a unique brand voice for that platform or channel to appeal to your target customer. 

Research Your Industry

Your brand voice should be suitable for the industry or match the nature of your business. For instance, if you are working in entertainment or have a fashion brand, then you can pick a brand voice that is friendly and relaxed. Otherwise, if your business is in construction or banking, you need to focus on building a serious and clear-cut tone. 

Look at Dove, for example. They came up with the Real Beauty’ campaign to appeal to young girls and women everywhere. With a genuine, encouraging, and soft brand voice, the company conveyed to its consumers that it was a brand that believed its idea of beauty was different. 

By researching your industry, you will be able to focus on building an appropriate brand voice that is distinctive and connects with the audience instantly. 

Brainstorm Three Words to Define It 

If you want your brand voice to reach out to people everywhere, you have to be able to describe it in three words first. So think about what comes to mind when you describe your brand. If you can think of traits like powerful, authentic, and fun, then these are the words that you can use to build your impressive brand voice. 

The content you create and how you communicate with your audience can be in a tone of voice that shows these qualities. 

Wrapping Up 

These are the most important steps that can help you create a distinctive brand voice. If you try and follow them, you can develop a brand voice that matches your brand identity and sends the right message to the consumers.