Your brand won't have listeners if you don't have the right voice!

The problem with most brands is that they stand on a street corner shouting, "Buy our stuff, buy our stuff," But what they don’t get is that there are a million other brands out there selling the same thing and yelling the same thing — some even louder.

As Jeff Walker puts it, “If brands want to be heard, they need to add value and build relationships with their customers. Instead of screaming for attention, grab their attention by giving value before you even think about asking for a sale.”

Every business, whether it's a new startup or a well-established firm, needs a unique tone of voice to stand out from the crowd. While developing this unique brand voice may not be the first thing businesses think about, it's crucial for establishing a distinct identity.

As I mentioned earlier, in a room full of people, only those who connect with you will truly listen, even if you speak in a monotone. These individuals are drawn to you not because they see you, but because they hear you and remember your voice.

To truly understand the impact of a strong brand voice, let’s explore its core components.

What is a Brand’s voice?

If you already know what a brand’s voice is, feel free to skip ahead. But for those who are still with us, let’s break it down.

A brand’s voice is the tone you use to talk to your audience. It’s crafted based on who your brand's target audience is and who you want to connect with. It’s what helps you stand out from the crowd. It’s not the traits of the founder, nor is it the brand’s personality — though it’s definitely a part of it. Your brand’s personality includes the visual, verbal, and even physical? vibes that set the tone for your brand.

Now, let’s get into why this voice really matters.

Why is having a Tone of Voice Important?

If you were to scream in the middle of a concert with thousands of people around, how many do you think would hear you? Hardly anyone, and those who do would likely give you an annoyed glance. But if you were on stage at your own concert, even a mere whisper into the mic would have everyone listening. They’re there to hear you because they understand and relate to you. That’s exactly the difference a unique tone of voice can make for your brand.

Shouting over the noise is ineffective; instead, commanding attention requires a unique voice that resonates with the audience. This is precisely the role of a strong brand voice.

Let’s test this theory. What comes to mind when you hear “I’m Lovin’ It"? McDonald’s, correct? This is because you’ve heard it so many times that your brain has likely become FAMILIAR with that voice.

The presence or absence of a FAMILIAR voice can be the difference between merely being seen and actually being remembered. Let's delve deeper into understanding the nuances behind this familiarity.

Why is it important for your consumer to become Familiar with your brand’s voice?

It is rightly stated that “People buy with emotion and justify with logic.” In an article by sales coach Jack Frisby, he cites neuroscientist Antonio Damasio, who studied people whose limbic systems—the emotional centers of the brain—were damaged. Despite having a normal neocortex, or rational brain, these individuals found it almost impossible to make decisions. Damasio’s research revealed that emotions are central to human decision-making.

The reality is that people often use logic after the purchase to justify decisions they’ve already made emotionally. Since they believe they make rational decisions, they can’t admit that their choices were emotionally driven, so they justify them logically. The conclusion is clear: decisions begin with emotion. We feel first, then we think.

Even if emotions aren’t the sole factor in our buying habits, our subconscious naturally seeks comfort, and familiarity breeds comfort, which in turn drives loyalty. While a product may initially attract customers, a consistent brand voice fosters a deeper relationship. It’s the linguistic element that transforms a product into a trusted companion. When people are emotionally familiar with your brand, it’s easier for your brand to stick in their minds. But here lies the challenge: your product alone won’t immediately create the necessary familiarity between your consumer and your brand. You need a personality, a voice that resonates with both your brand and your consumer.

Who are these Familiar Personalities?

If I asked you to describe your personality, how many adjectives, nouns, and verbs would it take for you to do it properly? Now, if I asked you to describe yourself by naming the celebrity/character you resonate with the most, how long would it take? Just a second, right?

In a society so heavily influenced by what people see on their screens, it’s no surprise that it’s easier to connect with those on-screen personalities than with anyone or anything else. Your consumer base already has a built-in familiarity with one of these people. They know their name, recognize their voice, and can picture their face. This living, breathing persona covers all aspects of your brand’s personality—visual, verbal, and physical. All you have to do is figure out who this person is and take the fast track to higher sales.

Since your audience is already familiar with these faces, they’re eager to listen to what they have to say. They trust these on-screen personalities because of the connection they’ve already established, and that trust extends to anything they endorse.

For instance, if I follow a celebrity because they have the same skin issues as I do, I’ll immediately trust them when they talk about a product that helped them heal—and I’ll probably go out and buy it for myself.

How to Find These Familiar Faces (Celebrities/Influencers)

To find the right celebrity for your brand, you need to be well-acquainted with your consumer base or target audience. If you’re not yet familiar with them, follow these simple steps:

1. Consider your product and determine what kind of people would be interested in it.
2. Reflect on your brand’s core values and identify the types of people who share those values.
3. Think about the keywords that define your brand and research the kinds of people who search for these keywords.

Assuming you already know your audience, here are a few steps to help you find the perfect voice for your brand:

1. What celebrities or characters does your target audience enjoy?
2. What specific qualities or attributes about these celebrities resonate with your audience?
3. Would the celebrity actually use your product?

If you still find it challenging to identify the perfect face for your brand after following these steps, consider reaching out to agencies like Tring, which specialize in celebrities. When a knowledgeable agency assists you, it’s not just about finding the right celebrity—it’s about finding the celebrity that’s right for you and your brand. A strong connection between a brand and a consumer is the golden recipe for being remembered, and celebrities are the master chefs who whip up those unforgettable dishes.