Service & Phase: Brand
Brand Phase Chapter 6: Brand Messaging
Deliverable: Brand Voice
Before you really dig into your brand messaging, you need to determine who your brand is. That’s the core of your brand voice. Discovering your business’s personality and perspective, then using that voice as the bedrock of all of your communications. Having (and using) a brand voice promotes consistency in your messaging, helping customers recognize you, and ultimately building trust and loyalty. Having a strong, consistent brand voice is an essential branding tool that gives your marketing (and your business) a long-term boost.
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Grow Your Business with a Defined Brand Voice
Did you know?
- Businesses that maintain a high level of brand consistency (driven by a unified brand voice) across every channel have an average revenue increase of 23%.
- Consumers are willing to pay up to 16% more for products and services from brands they trust and feel a connection with.
- Businesses with high brand consistency (think voice, visuals, and messaging) are seen as having 3-4x the visibility of those with weak consistency.
- Consistency in language and tone used in marketing can boost the recall of ads by over 15%.
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Key Outcomes from Having a Brand Voice
Your marketing efforts become much more effective when your brand tone of voice is consistent. It’s the cornerstone of your brand messaging and the key to growing your business:
Instant Brand Recognition
Having a well-defined brand voice is like your business’s fingerprint. When you consistently use your voice across your marketing, your audience will immediately know it’s you. It helps cut through the noise and makes you stand out against your competition.
Boost Your Revenue
Creating authentic connections with your customers through a unifying message and brand voice leads to increased trust and loyalty (and more future purchases). Consistent messaging also cuts down on wasted marketing budgets, leading to a higher ROI.
Create Brand Advocates
Having a strong, documented brand voice means every touchpoint, from customer service experiences to ad copy, speaks with the same personality. This lets the customer know exactly what they’ll get at any time, creating trust and making it easy for customers to tell others exactly what your business is all about.
Why is Brand Voice important?
A well-defined, consistently used brand voice boosts your business beyond the generic. Here are the top reasons a unified brand voice is vital for successful marketing:
- Stand Out From the Crowd: Products and services can be similar, but your brand voice is a unique asset that can’t be copied and pasted. Your voice defines your personality and positioning (whether you’re the expert, the challenger, or the guide), setting you apart from everyone else.
- Be Authentic: Consumers (and your future customers) value authenticity. Having a consistent, genuine brand voice makes your business feel less like a faceless, generic corporation and more like a trustworthy, recognizable friend.
- Stay Top of Mind: When you use your brand voice across all of your customers’ touchpoints (from social media to ads to emails), you’re constantly reinforcing your brand messaging, which helps customers remember you—especially when they’re ready to make a purchase.
- Create Connections: Your brand voice encapsulates your business’s emotional benefit. If your voice resonates with your audience’s values (whether it’s motivational or witty), you create lasting bonds with them.
- Make Financial Sense: The connections you make develop into long-term customer loyalty and repeat purchases. Those loyal customers then become word-of-mouth advocates for your business, creating another wave of soon-to-be customers.
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Improve Your Brand Voice is Part of Our Proven Process
Service & Phase: Brand
Brand Phase Chapter 6: Brand Messaging
Deliverable: Brand Voice
Defining your brand voice is an essential step in your marketing strategy and a vital part of our Brand services. It drives sustainable growth and makes your business unforgettable.
01 | The Purpose of Your Brand Voice
Developing your brand voice is one of the most important steps of your brand messaging (especially when it comes to consistency). Our team works with you to determine your ideal voice to keep you in the mind of your customers and win their long-term trust and loyalty.
Key outcomes:
- Brand differentiation and recognition
- Customer loyalty and brand advocacy
- Streamlined marketing messaging
- Higher marketing ROI
- Long-term revenue growth
02 | The Process of Improving Your Brand Voice
The BRJ team uses our vast industry knowledge and intensive research to develop a brand voice that strikes the perfect chord with your audience. Once it’s perfectly honed, we use this voice as the thread that connects your brand messaging across your business, making you instantly recognizable to your customers and instilling trust in your brand.
Develop & grow:
- Deep research into your business and customers
- Determine what tone to strike for impact
- Develop your unified brand voice
- Build your messaging across touchpoints
- Implement and deliver results
03 | Brand Voice Application
Once we’ve crafted your ideal brand voice, we use your voice to unify your communications across your business, wherever your customers may find you. Seeing your consistent messaging at every touchpoint reinforces your branding and keeps you top of mind when it’s time to purchase.
Your brand voice improves customer loyalty and engagement
Having a defined brand voice is critically important when it comes to your marketing. It’s one of the most essential tools for connecting with your audience for long-term growth:
Develop Your Personality
Using ample industry knowledge and a heap of award-winning creativity, we’ll define and distill what makes your business unique and turn that into a brand voice that perfectly encapsulates your company’s personality and perspective.
Go Beyond the Generic
Many of your competitors are not using a consistent, unified brand voice to tell their customers exactly who they are. When you are recognizable as you, you suddenly stand out from the crowd and start creating authentic connections with your customers.
Loyalty That Turns to Growth
Consistently using your brand voice in your messaging instills trust in your customers that keeps them coming back for more. They’ll become loyal customers who keep talking about you with friends and family, leading to waves of growth as time goes on.
52
Consumers who feel an emotional connection to a brand (facilitated by a strong, consistent voice) are 52% more valuable than those who are simply satisfied.
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88% of consumers say that authenticity is important when deciding which brands they like and support.
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About 90% of consumers expect brands to give a consistent experience across all platforms.
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Explore more of our award-winning branding services, ready to help your business elevate your brand image and accomplish your long-term business goals.
- Brand Discovery Session
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- BRJ Co-Founder Collaboration
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- Brand Audit
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- Brand Purpose: The “WHY”
- Brand Archetype
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- Visual Brand Language System
- Online Tool Map: Brand Section
- Alternative Domain Research
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09 | Execution & Assets
- Pass Approval
- Organization & Delivery
- Brand Rollout Asset
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- Brand Asset Management System (BAM)
- Brand Activation Toolkit
- The Brand Guide
- Brand Foundations
- Messaging Guidelines
- Visual Identity Guidelines
- Brand Application & Activation
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Explore more of our award-winning content services, ready to help your business elevate your brand image and accomplish your long-term business goals.
01 | Content Discovery
- Content Discovery Session
- Content Blueprint & Roadmap
- Dedicated Content Strategist
- “Content Discovery Tour & Interviews”
02 | Content Research
- Content Audit
- Content Research
- Content Gap Analysis
- Trend Analysis & Content Opportunities
- Content Creative Brief
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04 | Creation & Editing
- Level Specific Content
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05 | Implementation
- Content File Library
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- “Build Discovery Tour”
- Octopus Sitemap Strategy
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05 | Page Layout
- Page Layout Strategy
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06 | Online Tools
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- Online Tool Map: Build Section
- Setup, Integration & Testing
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07 | Content Implementation
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09 | Automation & Optimization
- Automation Checklist
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10 | Launch
- Pass Approval
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01 | Review & Training
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02 | Post-Live Online Tools
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04 | Intro to Grow
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05 | Rollout
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Explore more of our award-winning grow services, ready to help your business elevate your brand image and accomplish your long-term business goals.
- Grow Discovery Session
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- Grow Blueprint & Roadmap
- BRJ Co-Founder Grow Collaboration
- “Grow Discovery Tour”
02 | Grow Research
- Growth Audit
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03 | Strategy & Setup
- Account Access
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04 | Security, Accessibility, and Speed
- Website Security Checklist
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- Blogs, Website Content, Pages
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- Thought Leadership
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- Leadership Personal Branding in Grow
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- Email Marketing Automation
- Social Media Strategy
- Newsletter Email Marketing
- Influencer & Partner Marketing
- Digital Marketing & Advertising
- Content Marketing
Meet Your Brand Voice Experts
Experiencing long-term growth means finding a voice that resonates. The Big Red Jelly Brand team specializes in developing a powerful, authentic brand voice that emotionally connects with your ideal customers. We use our extensive expertise in brand messaging to meet your growth goals by ensuring your voice builds trust and recognition, increasing your revenue, and keeping your growth going for the long haul.
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Why Choose the Big Red Jelly Team for Your Brand Voice Creation Needs?
The Big Red Jelly Brand team are experts in branding knowledge, especially when it comes to developing your unique marketing personality. We’re ready to help you achieve your greatest growth by discovering your authentic brand voice, then amplifying that consistent voice across your marketing. Our in-house, award-winning team will create messaging that makes your business instantly recognizable and deeply trustworthy, leading to long-lasting growth.
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Learn how to improve your brand voice
Why Brand Experience Is The New Competitive Advantage
Who is this for? Brands and companies who are looking to make a change their brand management, increase average purchase price, and build relationships with their ideal customers. What we're…
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5 FAQs About Brand Voice
What is brand voice, and what’s the difference between brand voice and tone?
You can define “brand voice” as the consistent, deliberate personality and perspective your brand uses in all communications. It describes who your brand is (think authoritative, humorous, casual, or sophisticated). It should remain the same regardless of the message or channel.
Brand tone of voice is the attitude applied to the voice based on the specific situation, audience, or message. While the voice remains the same, the brand tone changes (a “humorous” voice can use a “serious” tone for a customer complaint or an “excited” tone for a new product launch).
Why is having a defined brand voice important for effective marketing?
A defined brand voice is critical because it builds recognition and trust. It helps the audience immediately identify your brand, even if the logo isn’t present. This consistency in voice builds brand loyalty and drives differentiation.
What are some distinct brand voice examples?
Understanding brand voice is easiest when looking at successful examples that demonstrate a clear, defined personality. These are some of the most recognizable:
Old Spice: Humorous, Absurd, Satirical
Dove: Nurturing, Authentic, Encouraging
Harley-Davidson: Rebellious, Rugged, Freedom-Focused
What are the key elements that define a brand voice?
A brand voice is defined by four main elements and should be documented within your brand voice guidelines:
- Character/Persona: The core personality (think The Expert, The Mentor, The Best Friend).
- Tone: The general attitude (humorous, formal, playful).
- Vocabulary/Lexicon: The specific words you use (“Awesome,” “Exclusive,” “Disrupt”).
- Purpose/Intention: What you intend the communication to achieve (to educate, inspire, or entertain).
How do you create a brand voice that resonates with your target audience?
Creating the right brand voice involves strategic research, not just guessing:
- Identify Your Audience: Know how your ideal customer speaks, what language they use, and what their values are. Your voice should mirror the aspirational aspects of your audience.
- Define Your Brand Values: Your voice should authentically reflect your core company values (if a value is “Transparency,” the voice would be direct and open).
- Analyze Competitors: Identify the voices of successful and unsuccessful competitors to make sure your chosen voice either fills a gap or offers an alternative.
Defining your brand voice builds recognition and trust.
Contact our brand voice experts today to grow your business.
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