Your Brand’s Voice: Why it’s Necessary and What Words Have to Do With It

“By creating and establishing your voice, you humanize your brand. You bring a level of depth and personality to it that people naturally crave.”

A lot goes into making a brand, and even more goes into that brand making it. With so many competitors out there, finding a way to stand out is absolutely necessary for steady success. But when you’re one among dozens, hundreds, or even thousands of businesses like yours, how do you stand out from the crowd?

While your product itself can be unique, clients or consumers aren’t always going to see it that way. The way in which you present your brand as a whole—in other words, your brand’s particular voice—is perhaps one of the most important factors in making them see your brand for what it is: a notch above the rest.

Think of it this way. Voices make a difference. From raised voices shouting opinions to whispers that travel like wildfire, the influence that voices have is nearly boundless. Our voices bring the abstract to life by painting pictures with words and giving substance to ideas floating in our heads. Without our voice, we lose the ability to capture the attention of others, to engage with them.

Brands need that voice, too, in order to make a connection with their audience and to be heard over the others competing for attention. Because of this, carefully crafting that voice is vital to your brand’s success. By creating and establishing your voice, you humanize your brand. You bring a level of depth and personality to it that people naturally crave. 

Good copywriting is central to building your brand’s voice. It could be a simple product description or a detailed story of your mission—every aspect representing your brand needs quality copy. People are consuming the content you put out, and they’re more likely to hang around if what they’re reading is engaging and different from what they’ve encountered before. Good copy not only sells, but it keeps people coming back for more.

It’s not just about quality writing when it comes to copy, however. It also needs to be consistent. Find an approach that works for your brand’s vision, and stick with it. Maybe you want to take a more formal approach, or perhaps a casual-type fits your purpose. Establish a tone, and don’t stray from it. It is important to know your audience, your consumers, your clients. Anticipate what they’re looking for and meet those expectations. In doing this, you set your brand up to be the preemptive answer to their questions and needs.

While quality products or content can do this too, it is safer to assume that your customers and clients are also looking elsewhere, considering others that may hold many similarities to yours in their eyes. Your opportunity to stand out lies in how you present and sell your brand—which is done through relatable copy used throughout multiple media platforms, from your website to your Facebook page.

Words are a common ground. They have the ability to capture the essence of your product or content and relay it to others in an understandable and compelling way. Through crafting persuasive copy, using a tone that your audience grows to be familiar with, you encourage a unique relationship with your brand that cannot be accomplished through any other avenue—and most importantly, cannot be found with any other brand. Incorporating quality, cohesive copy into your brand requires excellent writing skills, knowledge of your brand, and a level of empathy. After all, the aim is to speak to people, to craft words that resonate with them. 

Use your voice. Create a space with your copy that invites others in and compels them to ask for more. Breed interest and familiarity. Separate yourself from others trying to accomplish the same thing as you by bringing the individuality that your brand already possesses to the forefront. 

Your voice is your own—loud or quiet, witty or serious, casual or formal. Capture it with words, and let it define who your brand is and what you bring to the table.