This Chapter:




By Mark Brinn
In this chapter we cover humanizing your brand through unique communication styles and voice. This chapter provides insights on understanding brand personality, identifying target audiences, aligning brand voice with the brand's mission, and maintaining consistent communication across all platforms.

The Human Touch in Branding

Branding isn’t just about colors, logos, and imagery. It’s about building a connection, fostering a relationship with your audience. Just like in any relationship, the way you communicate, your ‘voice’, plays a crucial role.

Brand Voice: More than Words

Let’s again imagine your brand as a person. How does it talk? What language(s) is it fluent in? What dialect does it use? Does it have an accent? Is it formal or casual?

Your brand voice is the human touch in your communication. It’s not just about what you say, but how you say it. It’s about expressing your brand’s personality and making your audience feel like they’re interacting with a human, not a faceless corporation.

Know Your Audience

In order to do this effectively, you must understand your audience. You need to speak their language, share their values, and resonate with their experiences. This doesn’t mean you should mimic them, but rather reflect a genuine understanding and empathy towards them.

Align with Your Brand Mission and Values

Your brand voice should be in sync with your purpose. If your brand stands for innovation, your voice should reflect that with a forward-thinking, energetic tone. If your brand values tradition, your voice might be more formal and respectful.

Brand Personality

Brand personality is a big deal. It’s like the soul of your brand. It’s what makes your brand’s voice unique, genuine, and relatable.

Think of your favorite brands. They might be fun, serious, adventurous, or reliable. These characteristics? That’s their brand personality.

Ben & Jerry’s: The ice cream brand’s personality is fun, quirky, and socially conscious. Their flavor names alone are enough to communicate a sense of fun and whimsy (who wouldn’t want to try “Chunky Monkey” or “Cherry Garcia”?), but they also take a strong stance on social issues, which they communicate through their website, social media, and even their product packaging.

Dove: Dove’s brand personality is inclusive, empowering, and nurturing. They convey this through their “Real Beauty” campaign, which challenges beauty standards and advocates for body positivity and self-esteem. Their empathetic and uplifting voice shines through in all their communications.

Mailchimp: In the world of tech, Mailchimp stands out with a brand personality that’s approachable, friendly, and helpful. Their branding and voice aim to simplify workplace communication, reflecting the company’s goal to make work life simpler, more pleasant, and more productive.

Defining Your Brand’s Personality

So, how do you figure out your brand’s personality? Well, it’s not as hard as it seems. Here are a few steps to get you started:

  • Reflect on your brand: Think about your brand’s mission, values, and goals. If your brand was a person, how would it act? How would it talk? How would it treat others?
  • Know your audience: Understand who your customers are. What do they like? What do they value? Your brand personality should resonate with them.
  • Analyze your competition: Look at what other brands in your industry are doing. How do they present themselves? What can you do differently to stand out?
  • Define your brand traits: Pick a few traits that best describe your brand. Are you creative? Dependable? Exciting? Remember, these traits should align with your Purpose and Speciality.

Consistency is Key

Once you’ve defined your brand personality, stick to it. Be consistent. Your brand personality should be the same across all your communication channels. Whether it’s your website, social media, or customer service, your brand voice should be consistent.

Remember, your brand personality isn’t just about what you say, it’s about how you say it. It’s about the tone and style of your communication.

So, go ahead. Define your brand personality. Make it unique. Make it human. Make it you.

Wendy’s: A Quirky Redhead with a Unique Voice

In the crowded world of fast food, it’s tough to stand out. But one brand, Wendy’s, has managed to do just that. How? By developing a unique, engaging brand voice that resonates with its audience. Let’s dive into this case study to see how Wendy’s makes it work.

Understanding the Audience

Wendy’s knows its audience well. They’re young, they’re active on social media, and they appreciate a good laugh. Wendy’s took these insights and used them to inform its brand voice.

Defining the Brand Voice

Wendy’s brand voice is distinctive, sassy, and humorous. It’s not afraid to poke fun at itself or its competitors. This voice is evident across all its communication channels, from its social media posts to its advertising campaigns.

Aligning Voice with Brand Values

Wendy’s brand voice isn’t just for laughs. It aligns with the brand’s values of quality and authenticity. Wendy’s prides itself on using fresh, never frozen beef. Its sassy voice reinforces this commitment to quality, differentiating Wendy’s from competitors.

Engaging the Audience

Wendy’s unique brand voice isn’t just about standing out. It’s about engaging with its audience. Wendy’s uses its voice to create memorable content that resonates with its audience and sparks conversation.

In this crowded market, Wendy’s has used its distinctive voice to stand out and engage its audience. It’s a testament to the power of a strong, consistent brand voice.

The Power of Voice in Branding

Let’s get this straight – your brand voice ain’t just about words. It’s about the personality your brand projects in its communication. It’s about connecting with your audience on a human level.

So, now that you’ve got your brand’s voice figured out, what should you say?

In the next chapter Story we’ll delve into the art of crafting a compelling brand narrative.

Think of your brand story as a movie. Your brand is the main character, and your audience is the audience. What journey will you take them on? How will you make them feel?

Let’s dive into the world of brand storytelling.

Share this Article:
Seraphinite AcceleratorOptimized by Seraphinite Accelerator
Turns on site high speed to be attractive for people and search engines.