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The Role of Brand Voice in Your Positioning Strategy
Your positioning strategy defines what you say—your brand voice defines how you say it. While positioning tells customers what makes you different, your voice makes that difference memorable and human. A strong brand voice builds trust, attracts your target tribe, and humanizes your brand. Yet many businesses treat voice as an afterthought, missing a critical opportunity to reinforce their positioning. This guide explains why brand voice matters, how to define it using four key dimensions, shares examples of brands that use voice effectively, and shows you how to create a brand voice chart for your team. You'll also learn how AI tools can help refine and maintain consistency across all your communications.
The Role of Brand Voice in Your Positioning Strategy
Introduction: Your Strategy is What You Say, Your Voice is How You Say It
Positioning without voice is like a great speech delivered in monotone—the message is there, but it doesn't resonate. Your brand voice is what brings your positioning to life, making it memorable, relatable, and human.
Why Brand Voice is Not Just 'Fluff'
It Builds Trust and Recognition
Consistent voice creates familiarity. When customers recognize your voice across channels, they trust you more. It's like recognizing a friend's voice on the phone—familiarity breeds trust.
It Attracts Your Target Tribe
Your voice attracts people who resonate with it. A playful voice attracts playful customers. A professional voice attracts professional customers. Your voice acts as a filter, attracting the right people.
It Humanizes Your Brand
In a world of corporate speak, a distinct voice makes your brand feel human. Customers connect with humans, not faceless corporations. Your voice is how you show your personality.
How to Define Your Brand Voice: The 4 Dimensions
Character/Persona
Who is your brand as a person? Are you a helpful mentor, a witty friend, a serious expert? Define your brand's personality.
Tone
How do you express that personality? Tone can vary by context—supportive in customer service, confident in marketing, empathetic in difficult situations.
Language
What words do you use? Technical jargon or simple language? Formal or casual? Your word choices reflect your voice.
Purpose
Why do you communicate? What's your goal? Understanding your communication purpose helps maintain voice consistency.
Examples: How Top Brands Use Voice to Reinforce Positioning
Innocent Drinks: Playful, witty, conversational—their voice reinforces their positioning as the fun, approachable healthy option.
Mailchimp: Friendly, helpful, slightly quirky—their voice supports their positioning as the approachable email marketing tool for small businesses.
Creating a Brand Voice Chart for Your Team
Document your voice in a simple chart:
- Do: Words/phrases to use
- Don't: Words/phrases to avoid
- Examples: Sample copy that embodies your voice
- Context Guidelines: How voice adapts by channel/context
How AI Tools Can Help Refine and Maintain Your Brand Voice
AI tools can:
- Analyze existing content to identify your current voice
- Generate content that matches your defined voice
- Check consistency across all communications
- Suggest improvements while maintaining voice
Conclusion: Making Your Brand Unforgettable
Your brand voice is what makes your positioning memorable. Define it clearly, document it thoroughly, and maintain it consistently. When positioning and voice work together, you create a brand that customers remember and choose.
Ready to define your brand voice? Build your complete brand strategy with Branding5.