Today, people recognize brands by their tone of voice not just by their logo or colors. Even sound has become an essential element of brand identity.
Imagine your brand sends a message, posts a tweet, or launches a campaign without even showing its name. Your audience will still know it’s you.
- According to a study by the University of Leicester, brands that use music aligned with their identity are 96% more likely to be remembered compared to those that don’t.
- And a 2020 study by Ipsos showed that sonic assets increase ad effectiveness by 3.44 times compared to ads that rely on visuals alone.
But what exactly is a sonic or voice identity?
Simply put, it’s your style of speaking.
The tone, the words, the dialect—even knowing when to speak and when to stay silent.
Let’s start building it step-by-step:
- Know who you are
Before choosing your tone, you need to define your brand personality.
Are you formal? Ambitious? Luxurious? Simple?
Your voice identity should reflect the essence of your brand—not be something artificial or forced.
Example: A luxury brand can’t speak in a random or sarcastic tone. And the opposite is true too.
- Know your audience
Who are you talking to? If you're addressing young people, you won’t use the same language you’d use with a corporate executive.
The better you understand your audience, the more naturally you’ll speak their language but in your own unique voice.
Ask yourself:
- How old is your audience?
- What are their interests?
- What tone makes them feel comfortable and engaged?
- Choose your tone and define your voice character
Do you want your brand voice to be:
- Friendly and kind?
- Smart and witty?
- Professional and formal?
- Playful and humorous?
It’s okay to blend tones, but make sure you have one consistent core tone that helps people recognize you every time.
- Use your own vocabulary
Your brand should have a mini dictionary—words and phrases you use consistently.
A specific way of saying things.
For example, instead of saying "Buy now," you might say "Take it with you" or "Grab it before it’s gone" if your tone is playful.
Even how you greet, say goodbye, or apologize should match your brand’s voice.
- Create a voice guide
You need an internal document that outlines your voice rules. It should include:
- How to write headlines
- Preferred types of phrases
- What to avoid
- Examples of do’s and don’ts
This guide ensures consistent communication across teams—whether it’s social media, customer service, or marketing.
Be consistent… but not rigid
Consistency in voice is key, but some flexibility is healthy depending on the platform.
Your tone on Twitter (X) can be more casual than in an email, for example.
The point is: your tone should always be recognizable, without straying from your core personality.
And finally… why does voice identity matter?
Because voice builds relationships.
People connect with a certain tone, grow attached to it, and trust it.
A strong voice identity makes people feel like they know you, not just your product.
So if you want to build a memorable brand…
Start with your voice and let it speak for you before it speaks about you.
Want to stand out with a unique brand voice that everyone recognizes? Contact us !