Guide
Brand voice
How to create and amplify brand voice with examples
Brand voice is the distinct personality and emotion conveyed through a brand's communications: essentially how a brand "speaks" to its audience. Important elements of brand voice include tone, messaging, and communication style.
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What is brand voice?
Brand voice is the distinct brand personality and emotion conveyed through a brand's communications: essentially how a brand "speaks" to its audience. Important elements of brand voice include tone, messaging, and communication style.
Why does brand voice matter?
Brand voice matters because it can shape the way that audiences think and interact with your brand. Establishing a brand voice helps to build awareness for customers, differentiate your brand from others, establish brand trust, and build brand loyalty. Other benefits of brand voice include:
Customer trust and loyalty
By building a brand voice, a brand can also build emotional connections with its audience, making brands feel more human and relatable. This can strengthen long-term customer relationships as well.
Market differentiation
A distinct brand voice can help set brands apart from competitors, creating memorable brand experiences that also help make products and services more recognizable.
Business performance
By establishing a brand voice and, in turn, increasing brand recognition, a brand can improve its marketing effectiveness, enhance customer engagement, and drive higher conversion rates.
What is the difference between brand voice and brand tone?
A brand voice is more of an umbrella for the brand personality, whereas the brand tone is how that voice is used in various situations. Where a brand voice is the general ethos that communicates a brand identity and fundamental brand values, the tone of voice used for that ethos can shift or adapt depending on the communication needed.
How to create a strong brand voice
Creating a strong brand voice begins with knowing your brand—at the core of any brand voice is a brand identity, its mission, and the brand values that drive the organization. Your communication style can vary on any number of reasons, but it should be unique to your brand. To begin establishing a strong brand voice, consider the following steps:
1. Define your brand’s foundation
Start by establishing your brand’s mission statement and core values. Who is the audience you’re trying to reach, and what are the most important details you need to communicate to them? What makes your brand different? What are the personality traits that make your brand unique?
2. Identify your customer base
When thinking about your brand voice, think about who you want to communicate with. Consider establishing a buyer persona.
3. Create a brand voice chart
Begin by choosing the key characteristics you want to explore, as well as the characteristics that you don’t. For example, you may want to state that your brand is “funny” but not “blue,” or “helpful” but not “infantilizing.” This will help you create a unique brand voice.
4. Consider voices within your industry
Looking to competitors can be a tricky task to navigate. While it’s helpful to get a sense of how competitors are speaking to their audiences, ensure that your brand is not copying or trying to replicate another brand’s voice.
5. Create an implementation plan
Ensure that the people working for your brand know what the brand voice is. Create content examples and regularly check for consistency in any brand content, including blog posts, social media posts, and more. Ensuring that your content marketing is aligned to your brand voice and that it resonates with customers is paramount.
Brand voice examples
Case Study
When Mary Ruth, a vitamin brand, wanted to reach new customers and consolidate messaging, they worked with HAQM Ads to create a full-funnel media blitz with the hopes of driving awareness and conversions. To do so, the brand leaned into its ethos, creating an exciting, alcohol-free mocktail using the brand’s liquid vitamins. The brand used HAQM DSP, HAQM Live, and Streaming TV ads to bring the campaign to life, but the ethos behind it drove the campaign, leaning into the brand’s vegan, non-GMO, and health-conscious principles to guide a fun approach to reaching customers.
Case Study
When Hippeas started advertising on HAQM in 2017, it aimed to “change snacking for the better.” Soon after they started selling, they wanted to work on increasing awareness of the brand. By using sponsored ads, display ads, and video ads on HAQM DSP, Hippeas worked to spread its mission and message far and wide, communicating the personality of the brand alongside individual ASINs.
Case Study
When Unilever brand Comfort wanted to increase visibility and sales, the brand worked with HAQM Ads to run a campaign around Ramadan—a pivotal cultural and media consumption period in the United Arab Emirates and Saudi Arabia. In an attempt to reach new-to-brand customers, Comfort launched a full-funnel campaign with a variety of ads, but specifically, a branded HAQM Fresh bag. The campaign helped secure the number one new-release spot in HAQM’s health category, as well as a 19% rise in units sold.
Amplifying brand voice with HAQM Ads
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