Brand Voice FAQs

 

What is a brand voice?

A brand is not just a logo and tagline – every brand has their own persona with a voice to match. Every time a business posts, responds, launches, connects, thanks, or highlights, they are exercising their brand voice.

A brand voice needs to be strong and consistent on all social media platforms. Inconsistent behavior makes for a bad experience, which results in decreased followers and audience.

How do you establish a brand voice on social media?

To establish a brand voice, start by brainstorming about the brand’s personality. What adjectives would you use to describe it? What is the tone? What is the vibe?

Businesses should write like they talk. Avoid jargon or sensational headlines that make your brand sound fake or inauthentic. Consumers should know what company they are talking to whether online or on the phone.

Why is a company’s brand voice important?

A company’s brand voice is extremely impactful – it can help build trust within an audience and boost sales.

A caring and friendly tone can prompt an open line of communication, encouraging users to reply to posts or ask questions. This appealing tone of voice can also be used to highlight work and events successfully, without giving off a disingenuous or entitled vibe.

What is brand strength?

Brand strength, or brand equity, measures how valuable a brand is to its customers. Positive brand strength occurs when consumers respect the brand and think highly of the products or services. Negative brand strength occurs when consumers have a negative opinion or had a bad experience.

How to measure brand awareness?

Measuring brand awareness can be done a few different ways, depending on which makes the most sense for your business. By looking at social media insights, brands can view impression, click, and reach metrics to see how many users have viewed your content. Brands can also use Google Trends to track mentions of their brand name, products, and services. Or simply go straight to the source and use focus groups or surveys to measure general brand awareness within a population.

What is brand positioning?

Brand positioning refers to the conceptual place a brand occupies in the minds of consumers. It involves how consumers perceive the brand as being different from industry competitors and the benefits related to the brand and its products or services. This strategy allows brands to help take control over their reputation and brand image.

What are the types of brand positioning?

There are a variety of different brand positioning strategies, including value-based, quality-based, competitor-based, price-based, customer service based, or benefit-based. All of these strategies allow brands to highlight the aspects of their business that differentiate themselves from competitors and work to put them at a higher position in consumer minds. For example, price-based brand positioning means brands can position their products and services as the most affordable option on the market.

What is real-time digital marketing?

Real-time digital marketing occurs when brands quickly react to breaking news or current events. Real-time marketing is usually reserved for topics or news that would be relevant or interesting to the brand’s audience. This allows brands to take advantage of the current situation in an effect to connect with users and market their products and services that might relate to the current happenings. Despite being published on the spot, brands should always ensure their real-time digital marketing efforts are consistent with their brand voice and values.