{"id":52,"date":"2019-11-14T07:59:53","date_gmt":"2019-11-14T07:59:53","guid":{"rendered":"https:\/\/spritzsf.com\/spritzbits\/?p=52"},"modified":"2021-03-18T12:54:02","modified_gmt":"2021-03-18T12:54:02","slug":"what-does-your-brand-sound-like","status":"publish","type":"post","link":"https:\/\/spritzsf.com\/spritzbits\/what-does-your-brand-sound-like\/","title":{"rendered":"What Does Your Brand Sound Like?"},"content":{"rendered":"<p style=\"font-weight: 400;\">By Laurie Jo Miller Farr<\/p>\n<h3 style=\"text-align: center;\">Building the Right Tone of Voice<\/h3>\n<p>Can you name the companies you most admire and the products or services that you love? Some people will say Apple, others may say Nike or Coca-Cola. These brands are typically named as the most popular and successful at connecting with customers.<\/p>\n<p>Therefore it\u2019s smartphones, sneakers or soda, these popular brands have a strong, defining identity\u2014a personality that widely appeals to people. These brands each possess a tone of voice that\u2019s relatable, authentic and consistent. And all three of these traits are essential to building a customer relationship that lasts.<\/p>\n<h3>The Goldilocks Principle<\/h3>\n<p>Nobody loves a robot. Algorithms and artificial intelligence are just that&#8230;artificial. To create a tone of voice for your <a href=\"https:\/\/spritzsf.com\/spritzbits\/ive-got-a-logo-so-why-do-i-need-a-brand\/\">brand<\/a> that is relatable and will engage people, remember that humanizing the brand is of utmost importance. Speak and write conversationally and you\u2019ll be on track.<\/p>\n<p>To get the tone just right, apply the Goldilocks effect derived from the 19th century British fairy tale. Remember? Goldilocks was a little girl who stumbled upon a cottage in the woods where one bowl of porridge was too hot, a second was too cold and a third was just right. The beds upstairs were too hard, too soft and just right. The Goldilocks principle suggests that basic things should fall within certain margins, as opposed to reaching for extremes.<\/p>\n<p>Apply this principle to your brand voice. Consider these three advertisement wording examples for a residential real estate agent promoting their open house viewings:<\/p>\n<ul style=\"list-style-type: none;\">\n<li style=\"padding: 5px 0px;\"><strong>Too formal:<\/strong> <i>We wish to inform you of a new listing currently available.<\/i><\/li>\n<li style=\"padding: 5px 0px;\"><strong>Too pushy:<\/strong> <i>Just listed! Must see to appreciate! This one will go fast.<\/i><\/li>\n<li style=\"padding: 5px 0px;\"><strong>Just right:<\/strong> <i>A house is not a home until you make it your own. This could be the one.<\/i><\/li>\n<\/ul>\n<h3>For Authenticity, Avoid Jargon<\/h3>\n<p>Go beyond the tagline. An authentic, conversational tone of voice that\u2019s free of industry jargon goes hand-in-hand with a brand voice that\u2019s humanized and relatable.<\/p>\n<p>Take Apple, for example. They didn\u2019t just tell us to \u201cThink Different,\u201d they delivered a different look and feel across their product line.<\/p>\n<p>When Nike says \u201cJust Do It,\u201d we know they\u2019re inspiring movement, even if it\u2019s not a marathon. The people behind the brand are encouraging us to get up off the couch and get some exercise in the fresh air.<\/p>\n<p>The brand voice of <a href=\"https:\/\/en.wikipedia.org\/wiki\/Coca-Cola\">Coca-Cola<\/a> is naturally friendly and fun-loving. For 130 years, the beverage has managed to sound as effervescent as the bubbles inside the bottle, adjusting and adapting its tone of voice with each passing generation.<\/p>\n<h3>Digitally Speaking, Words Matter<\/h3>\n<p>Online, one of your key goals is the search authority. Offline, a key objective is customer loyalty. Especially when combined with relatability and authenticity, consistency stimulates loyalty.<\/p>\n<p>Ask yourself, if your logo didn\u2019t appear beside your content, would anyone be able to identify it as yours? If a customer came across messaging on different social media channels, would the consistent branding voice come through loud and clear?<\/p>\n<h3>Just Add <a href=\"https:\/\/spritzsf.com\/\">Spritz<\/a><\/h3>\n<p>Let\u2019s talk about your brand voice. Experienced copywriters at Spritz are ready to help you craft a relatable, authentic, consistent voice that genuinely and consistently expresses your brand\u2019s personality.<\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 52px; top: 1.2px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Can you name the companies you most admire and the products or services that you love? Some people will say Apple, others may say Nike or Coca-Cola.<\/p>\n","protected":false},"author":1,"featured_media":116,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[10],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Branding | Brand Identity | Organization Branding | Spritzsf<\/title>\n<meta name=\"description\" content=\"Branding involves a wide range of fundamental concepts. 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