How to Choose the Perfect Voice for Your Brand

Your brand's voice isn't just what you say; it's how you say it. It's the invisible handshake that either seals the deal or sends customers running. Think of the chirpy optimism of Duolingo, the irreverent humour of Wendy's, or the calming reassurance of Headspace. Each brand's voice is distinct, memorable and perfectly aligned with their target audience.

In this blog, we'll walk you through everything you need to know to discover, define and leverage a brand voice that resonates. By the end, you'll be equipped to craft a voice that not only attracts the right customers but also builds lasting relationships.

The Power of Brand Voice: Why It's More Than Just Words

Brand voice is the personality and emotion infused into your communication. It's the difference between a clinical product description and a story that makes you feel something. A strong brand voice does more than convey information; it:

Builds trust: A consistent voice makes your brand trustworthy and authentic. As Forbes notes in their article on brand consistency, "Consistency is key to building trust with consumers."

Creates connection: People are drawn to brands that speak their language and share their values. Research shows that consumers are more likely to purchase from brands they feel connected to.

Drives differentiation: A unique voice helps you stand out in a crowded marketplace. According to a study by Lucidpress, consistent brand presentation can increase revenue by up to 23%.

Think of Apple's "Think Different" campaign or Nike's "Just Do It" slogan. These simple phrases encapsulate entire brand philosophies and have become synonymous with their respective companies.

Uncovering Your Brand's DNA: Defining Your Core Values

Before you can find the voice that best represents your brand, you need to know who you are as a brand. Here are some questions to get you started:

Mission: Why does your brand exist? What problem(s) are you solving?

Vision: Where do you want to be in the future? What impact do you hope to make?

Values: What principles guide your decisions and actions?

Your answers to these questions will form the foundation of your brand voice. For example, if you value sustainability, your voice might be earthy and conscientious. If you value innovation, your voice might be bold and future-focused. As Simon Sinek famously said, "People don't buy what you do. They buy why you do it."

Speaking Your Audience's Language: Finding Your Voice's Tone

Once you know your values, you can start to explore different tones of voice. Here's a quick overview:

Friendly: Warm, approachable, conversational. Think of Ben & Jerry's.

Authoritative: Knowledgeable, confident, trustworthy. Think of The New York Times.

Playful: Humorous, witty, and fun. Think of Old Spice.

Inspiring: Uplifting, motivational, and aspirational. Think of Nike.

The tone you choose should resonate with your target audience. Consider their age, interests, and pain points. A younger audience might appreciate a playful tone, while a professional audience might prefer a more authoritative tone. HubSpot's comprehensive guide to creating your brand voice provides excellent insights on matching tone to the audience.

Beyond the Buzzwords: Crafting a Unique Vocabulary

Word choice is a powerful tool for shaping brand voice. Create a "brand dictionary" of words and phrases that align with your values and tone. For example, a sustainable brand might use words like "eco-friendly," "ethical," and "regenerative."

Avoid generic buzzwords and clichés. Instead, opt for language that feels fresh, authentic, and uniquely yours.

From Script to Screen: Implementing Your Brand Voice

Consistency is key when it comes to a brand's voice. Make sure your voice is reflected in everything you do, from your website copy to your social media posts to your customer service interactions.

Create a style guide to help your team maintain a consistent voice across all channels. This guide should include:

Your brand's core values and mission statement

Your chosen tone of voice

Examples of effective language

A glossary of approved terms and phrases

Regularly review and update your style guide to ensure it remains relevant and effective.

Measuring the Magic: Tracking the Impact of Your Brand Voice

How do you know your brand's voice is working? Here are a few metrics to track:

Social media engagement: Are people liking, sharing, and commenting on your posts?

Customer feedback: What are people saying about your brand online and in person?

Brand sentiment analysis: Are people generally positive, negative, or neutral about your brand? (Tools like Brandwatch can help with this.)

By tracking these metrics, you can see what's resonating with your audience and make adjustments as needed.

Choosing the Right Voice Actor: A Crucial Step

Your brand voice is not just about the words you use; it's also about how those words are delivered. Choosing the right voice actor is essential for ensuring that your brand's message is conveyed in a way that resonates with your audience.

A professional voice actor can bring your brand's voice to life, adding depth, emotion, and personality to your communications. They can help you connect with your audience on a deeper level, creating a lasting impression that sets you apart from the competition.

Wayne Evans is a fantastic example of a brand’s voice that has been very successful for Go Compare. Wayne’s depiction of Gio Compario quickly became synonymous with the comparison website. His memorable voice and humorous appeal makes the brand extremely recognisable.

How to Find the Perfect Voice for Your Project with OutSpoken

With OutSpoken, you can find the perfect voice for your project in two ways, both free of charge:

1. Utilise Our Fully Managed Service:

Reach out to our friendly team with your project brief and any additional information

One of our experienced agents will review your requirements and provide tailored voice-over suggestions.

When you choose the artist you want to work with, we discuss and agree on the fee.

The agent will coordinate with your chosen artist to organise and oversee the recording process.

2. Browse Voices or Post a Free Casting:

Explore our extensive list of voices, each with detailed information, demos, and samples to help you assess their tone and capabilities.

If you find a voice you like, you can either invite them to a private casting or directly hire them from their profile.

Should you decide to post a casting, simply fill out the form and provide details about your project.

You'll receive email notifications when new auditions are submitted.

Once you've found the perfect voice, award the job to the artist and start collaborating on your project. When you're satisfied with the final product, we'll release the funds and pay the artist.

Ready to discover your brand's voice? Visit OutSpoken for expert guidance and support. We'll help you craft a voice that truly speaks to your audience and sets your brand apart.

Ready to Hire a Voice Artist?

Enquire Now

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June 27th at 12:00am