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A fully developed brand voice is a fixed aspect of your brand identity and it is an essential part of strategic development in every aspect of your business. Brand voice is the personality, the overall essence, of your brand. This is what will animate the personality, narratives, and stories that drive your brand. Developing a distinctive, powerful, and consistent brand voice is what will allow your brand to carve out a memorable space within your market and industry.
Leveraging brand voice into a successful content and/or communication strategy is what will allow you to develop consistent and effective messaging across the various channels of operation your brand manages. Brand voice creates consistency across the ‘brand experience’. It will influence copywriting/communication, marketing, sales, and broader business strategies.
In keeping with the analogy of ‘voice’ as it relates to communication and content strategy we can think in terms of volume. Your brand voice should have a fully developed range of communication that can quite literally shout your brand identity, mission, and unique value proposition (UVP) from the rooftops, take your audience on a collective journey or experience, and seamlessly transition into something that feels like one-on-one dialogue.
All should collectively speak to the needs and values of your target audience. The wider the range of ‘volume’ your brand voice commands, the more opportunity you have to engage your audience in a conversation that shapes the way your brand is received from a macro, meso, and micro perspective.
Consider A Macro, Meso, & Micro Based Approach To Communication Strategy & Development
Macro-Level Brand Voice (Making An Impression)
This is your brand promise, social proof, innovative positioning, consistency in messaging, and purpose driven content and marketing.
This utilization of brand voice is about maximizing the impact of your brand’s impression to the fullest. When we consider the macro perspective, your brand’s voice is the general impression you want your potential audience to have, these are the major impressions and takeaways you want people to leave with when they interact with your brand.
Meso-Level Brand Voice (Getting To Know You)
Here is where storytelling, relatability, cultural relevances, participation in market trends, and interactive experiences and user journeys take place.
It serves as a bridge between your long-term brand strategy (macro-level) and your immediate attention grabbing tactics (micro-level). These are the versatile and adaptable elements of how you leverage your brand voice at the campaign level to utilize new narratives, interactive marketing, thematic campaigns, cause marketing, event-driven campaigns, research papers, and industry leadership/influencer integration as well as user generated content (UGC).
Maintaining a strong brand voice communication strategy is essential at this stage. It will help you keep these more creative, explorative, substantive, and playful aspects of your marketing and wider communication strategy consistent and in line with the evergreen aspects of your brand identity and goals. This is particularly true when we outsource our creative to external teams.
Micro-Level Brand Voice (Do I Have Your Attention?)
This is where your brand leverages emotional appeal, attention grabbing headlines, visual impact, unique phrasing or slogans, and the omnipresent call-to-action (CTA).
From the micro perspective your brand voice is what carries the details of your brand and mission while utilizing more short-term, tactical elements that are designed to grab immediate action, spark curiosity, or action. They are crucial for engaging audiences in split second decisions, such as opening an ad, landing page, or social media post.
Here communication may be limited by character count, ad space, and meta-data descriptions. That is what makes developing this aspect of brand voice so important! Here you have the opportunity to utilize evergreen aspects of your brand voice and communication strategy and to explore emerging cultural and taxonomy trends in your space.
Strategy Considerations
Create Clear Guidelines for Adaptability Within Consistency
While brand voice is a fixed aspect of your brand identity the tone can be adjusted to fit a wide variety of contexts and campaigns. It can even be adapted to accommodate industry trends and changes in consumer tastes and behaviors.
Adaptability within consistency ensures a brand maintains its core identity while remaining flexible to engage effectively across different contexts, platforms, groups, and industry trends. By balancing these elements, a brand can stay relevant, relatable, and impactful without compromising its unique personality. Mastering this approach strengthens audience connections, builds trust, and drives long-term success across all communication channels.
When Adaptability Within Consistency Pushes Limits Of Core Identity… Take Note
Ideally, brands aren’t ever pushing up against the limits of their core identity, at least not on a regular basis. Unless you are deliberately exploring market reaction to subtle or even radical changes in brand identity, pushing your content, communication, and marketing strategy past adaptability within consistency will create inconsistencies in the perception around your brand.
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