Your Brand Voice Matters – Here’s Why | Aker Ink

You have a unique way of communicating. Your voice is different from anyone else’s – and you tell your personal story best. The same should be said for your business. A business’s brand voice is a critical aspect of its public-facing persona. It is: How your company communicates with its…

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Your Brand Voice Matters – Here’s Why

You have a unique way of communicating. Your voice is different from anyone else’s – and you tell your personal story best. The same should be said for your business.

A business’s brand voice is a critical aspect of its public-facing persona. It is:

Whether your brand voice is authoritative and formal or casual and warm, a strong brand voice should reverberate across your marketing communications.

Without a consistent brand voice, your company can easily end up with a disconnected assortment of voices and tones in the content you’re distributing. It not only confuses audiences, but it can derail business goals or alienate potential leads.

An excellent example for an unforgettable brand voice is Coca Cola. Their brand voice can be described as friendly, easygoing and fun. This is reflected in their “Share a Coke” campaign. It can also be clearly heard in their brand slogan between 2009 and 2015, “Open happiness.” Coca Cola’s brand voice immediately elicits warm and fuzzy feelings (quickly followed by an intense sugar rush) that is memorable and reinforced each time you see a Coca Cola ad, a billboard, or even cherry-red bottles lined up at the store.

How to Find Your Brand Voice

Discovering your company’s voice isn’t as hard as one might assume (and it gets even easier when you partner with a marketing firm well-versed in anything brand related!). These questions can guide you.

In order to fully understand the brand voice discovery process, let’s pretend you’ve started a vegan ice cream truck company. You have perfected your creative flavors, you’ve secured a fleet of hybrid, tricked-out ice cream trucks and you’ve identified some neighborhoods where you think you’ll be especially successful. You’re mainly marketing through your website, social media and coverage in local food publications – you need a robust brand voice to spread your message in the best way possible.

In order to discover your brand voice, you ask yourself the questions above, and draft up the following guideline:

Core Identity:

Target Audience:

Internal Perception:

How to Amplify Your Brand Voice

When you have a good idea for who you are as a company, your brand voice will emerge naturally. Then, document your verbal identity as part of your brand guidelines. Getting it down on paper will seamlessly communicate your brand voice to writers, marketers, freelancers or other content creators, and ensure messaging is consistent across all platforms.

If we continue the vegan ice cream truck example from above, the verbal identity aspect of your brand guidelines might include:

When it comes to brand voice, the more detail the better. It’s a critical part of your brand and deserves some time and thought. Once you’re comfortable with your brand voice and it aligns with your company’s goals, developing a strong content strategy and messaging framework becomes much easier.

It can be advantageous to disseminate the core components of your brand voice and coordinating messaging framework through company-wide or departmental presentations, depending on the size of your organization. This allows for an open discussion about the brand voice and how to amplify it in day-to-day communications. It’s an invaluable resource for sales, customer service, HR and other public-facing teams.

The marketing and creative professionals at Aker Ink help companies hone their brand voice – and we’re always eager to dive into the branding process. It can be challenging, but we know it’s absolutely necessary and ultimately rewarding. Sometimes an outside perspective is exactly what your company needs to get your brand voice on key.

By Aker Ink | 2025-11-17T15:41:58-07:00 November 11th, 2019 | Branding, Content | Comments Off on Your Brand Voice Matters – Here’s Why