A Brand Voice is the tone of voice used on a marketing website or in marketing material when referring to a brand. It is usually created by the marketing department and is influenced by the brand personality. Brand voice is used to make the brand more individual and to make it stand out from competitors. It can also be used to differentiate between different brands in the same category. For example, if two companies produce dog food, one with a fun brand personality might have a brand voice that is youthful and energetic, whereas another with a more serious brand personality might have a more serious and authoritative brand voice. Brand voice can be created using text such as slogans, straplines, and imagery, as well as through the use of tone of voice in advertising.In order to create an effective brand voice, the marketing department usually identifies a few key phrases that represent the brand and its personality. These are often referred to as "key words" and are used consistently when referring to the brand. This will help consumers to connect the words with the brand, making it easier for them to remember.
For example, if a particular brand's key words include "cool", "young", and "fun", then these words will be used consistently on their marketing material in order to promote this brand personality.Key words are usually chosen based on the brand personality that has been decided by the marketing department, although sometimes they are chosen based on consumer research. If a product is aimed at a certain demographic, then brand voice may be chosen based on how this demographic responds to certain phrases. For example, teenagers are more likely to respond positively to words like "cool", "fun", and "hip" compared to older generations. Therefore, if the product is aimed at teenagers, then brand voice may be created using these words, whereas if the product is aimed at an older generation, then brand voice may be created using different key words.Brand voice is often created using key words, slogans and straplines. Slogans are short and memorable phrases that are designed to capture the spirit of the brand. They can be used in advertising to create an instant association with the brand, as well as when designing products by the company.
