With the rise of social media, it has been greatly impacting the way a brand speaks. Social media becomes a place where a two way communication takes place between the brand and its audience. It explores how non-physical relationship can be done through what we called as Brand’s Voice.

Brand voice is the tone set by the brand when it communicates with the targeted audience. It is the way we could share the company’s values and motivations. It is strongly connected to the overall image that the brand is trying to portray. A brand’s voice is determined by the chosen style of communication; whether you want it to be serious or even funny. Just like a person, a brand can also be personified and further would be a huge advantage if you could align it with yourself. The main point here is that whatever the communication style or whichever channel the brand chooses, a brand would be successful if it makes the audience want to engage in, connect with, and most importantly believes in what the brand promises to do.

To acquire a successful brand tone of voice, a brand would definitely need to have a consistent ‘language’ across all brand touch points. We need to apply it to all our marketing materials through different mediums, regular visuals and verbal reinforcements with consistency. These will then allow the brand to gain a higher recognition and tap into the audience’s memory.

For example, if your brand’s vibe is fun and your branding use contrasting colours pink and yellow, you would not want to have your business card in black and white.

With the fact that fashion industry is one red market ocean, brands are worth to use its voice to stand out in the market. This voice should speaks the brand distinctively as it sounds like a person or your company and it should constantly reinforcing the promise you are offering in a language that suits your core audience.

Ultimately, the chosen tone of voice should be able to tap into the daily life of the audience in which they can relate to. It is not a one-night work to craft an authentic brand tone of voice, but it is worth to put an extra thought into it, since if it is done right it could become the business most valuable asset and become a one strong competitive advantage. It is the brand’s DNA, your true essence and overall, it is the strategic core of your marketing.

So, without your physical brand presence, would your audience know that the message is coming from you?

Let’s take a look into Gillette, as a strong brand that uses its brand voice to connect with their customers with their own tagline ‘The best a man can get’ and ‘The best a man can be’.

https://www.youtube.com/watch?v=koPmuEyP3a0&t=2s