June 6, 2023

How to Develop and Embody Your Brand Voice

In the world of luxury service providers, delivering an unparalleled experience to clients is paramount. The quality of services and their impact on clients’ lives is a source of pride. However, one crucial aspect that often goes overlooked is the significance of the brand voice.

Identifying Your Brand Voice

Before diving into the development process, it’s essential to identify your brand voice. Start by reflecting on what your brand stands for and what sets it apart. Consider your brand’s personality and the values it embodies.

To effectively understand and communicate your brand’s essence, explore the concept of archetypes. Archetypes are universal symbols and patterns representing various personalities. Utilizing archetypes will help you establish a deeper connection with your audience. For comprehensive tips on developing a brand strategy, refer to our guide.

There are twelve main brand archetypes, including the Innocent, Explorer, Sage, Hero, Outlaw, Magician, Regular Guy/Girl, Lover, Jester, Caregiver, Creator, and Ruler.

For instance, Apple’s brand voice embodies the Creator archetype. The Creator archetype is known for its innovation, vision, and boundary-pushing nature. Apple consistently focuses on creativity, design, and technological advancements in its messaging. This clear and consistent brand voice instantly resonates with their audience.

Crafting Your Brand Voice

Once you have identified your brand’s personality and archetypes, it’s time to craft your brand voice. Your brand voice should reflect your values, personality, and tone. Consistency is key across all your marketing channels and messaging.

To ensure a consistent brand voice, consider developing a brand voice chart. This chart outlines the different elements, including tone, language, and personality traits. By utilizing this guide for all marketing efforts, your brand voice will always be on-point.

For example, let’s consider a luxury wellness brand’s brand voice chart:

Tone: Supportive, Compassionate, and Professional

Language: Conversational, Empathetic, and Clear

Personality Traits: Nurturing, Holistic, and Purposeful

Your brand voice chart should be tailored to your brand’s unique personality and values. It serves as a reference point to maintain consistency across all channels.

Implementing Your Brand Voice

After identifying and crafting your brand voice, it’s time to implement it across all your marketing channels. Your brand voice should be present in all your messaging, ranging from your website to your social media posts.

To ensure consistency across channels, consider creating content pillars. Content pillars define the main themes or topics that your brand focuses on, guiding content creation and maintaining relevance. (Refer to our guide on different styles of social media content for additional tips.)

For example, a luxury wellness brand’s content pillars may include:

  1. Holistic Wellness
  2. Mind-Body Connection
  3. Self-Care
  4. Sustainability

These content pillars should align with your brand voice and values, driving content creation and maintaining messaging consistency.

Examples of Successful Brand Voices

Numerous brands have successfully developed and embodied a clear brand voice. Nike is a prime example, embodying the Hero archetype. They empower athletes to surpass their limits and achieve their goals through powerful and inspiring messaging.

Dove’s Real Beauty campaign is another notable example, representing the Caregiver archetype. They promote body positivity and self-love with supportive and empathetic messaging.

The Innocent archetype is often associated with brands like Coca-Cola, which employs a friendly and cheerful tone to promote simple pleasures. The Explorer archetype is embodied by brands like Red Bull, utilizing bold and adventurous messaging to promote their high-energy drinks. The Caregiver archetype resonates with brands like Johnson & Johnson, employing a nurturing and compassionate tone to promote their baby products.

When developing your brand voice, it’s crucial to consider your brand archetype and how it influences your messaging. By understanding your archetype and its embodied traits, you can create an authentic, consistent, and engaging brand voice.

Establishing a strong brand voice is essential for luxury service providers aiming to establish authority in their field. Your brand voice should reflect your unique personality, values, and expertise, directly connecting with your target audience. By dedicating time to craft a brand voice and messaging strategy, you can build trust, credibility, and loyalty, setting yourself apart from industry competitors. So, invest in developing a brand voice that genuinely represents who you are and what you stand for—your brand’s success depends on it.