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: Presenting Your Brand to Consumers

Brand Building Series

Did you know that when it comes to the relative impact of communication, spoken words account for just 7 per cent, tone of voice accounts for 38 per cent, while your image and body language account for a whopping 55 per cent?! Take public speaking for example. Sure, you might literally be the expert on a topic, but despite your wealth of knowledge, you won’t come across as an expert at all if you just stand there, hunched over whispering facts and figures. Similarly, building a valuable brand relies heavily on imagery and tone of voice.

If you have been following our Brand Building article series, by this stage you now understand the value of a strong brand, how to establish your brand’s purpose, as well as defining what is unique to your brand to differentiate your offering from the competition. The next step in building an iconic brand is to translate this knowledge of who you are into an image and voice that speaks to your target audience. In this article, we analyse a few examples from industry leaders and unpack the power of brand imagery, brand personality and tone of voice.

What Do You Want Your Brand to Look Like?

An experienced brand strategist will package up your purpose, core vision and strengths and then articulate and communicate this information through your brand imagery. Brand imagery is not just a single symbol, but instead encompasses the whole aesthetic that’s represented by your brand – your brand name, logo, slogan, font, colour palette, shapes and styling. A brand is the promise of an experience, and each of these visual elements are strategically crafted to complement each other and communicate this ‘promise’.  A 2019 report found that bad brand aesthetics caused 52 per cent of consumers NOT to buy from a company, so it is clearly an area that businesses can’t afford to go wrong.

Let’s look at the luxury bed linen brand Sheridan for example.  Here we have the homepage as well as an outdoor ad. Notice on both the identical logo, the same font, as well as achieving a consistent look-and-feel through use of space and colour palette. The aesthetics imply the brand is timeless, majestic, expensive and somewhat ‘artistic’ due to the formal high-fashion font style, the high production quality of photography, the likeness of the sheets to the slopes of a mountain and the subtle painted flower petals on the web

Consider the Characteristics of Your Brand Personality

As Amazon CEO and current Richest-Man-Alive Jeff Bezos once said, “Your brand is what other people say about you when you’re not in the room”. Consider how people might describe you, what three adjectives would they use to best describe your brand personality, are you sleek, confident and stylish? Fun, creative and cheeky? Or bold, mighty and innovative? Does a particular shape, animal or plant come to mind when you think of these characteristics?

Achieve Clarity Through Colour

Research has found that consumers opt for immediately recognisable brands when making purchase decisions, and according to Forbes Magazine, colour improves brand recognition by up to 80 per cent. What better example of this can there be than the iconic Tiffany & Co blue. This signature colour delightfully wraps every facet of the business - from the physical shopfront through to the website, social media, all advertising, the actual products and, most famously, their packaging.

Colours have connotations linked to them, so it’s worth looking into what these are when choosing the colours for your brand identity. When you consider your company’s characteristics, which colours spring to mind? See our article  The Power of Colour in Marketing  for more on how the use of colour can be leveraged to improve brand perception and ROI.

Find Your Voice

Tone of voice in branding can be described as the flavour added to words that imply certain brand characteristics. Much like imagery, the tone of voice laced into copywriting is kept consistent across sales copy, social media posts, website copy and even Radio media and TV media scripts. To demonstrate this best, let’s revisit the Tiffany & Co brand and compare the tone of voice used to another jewellery brand with a substantially different target market.

With the first image, we see a Tiffany & Co social media post, which uses a tone of voice that alludes to the formal, aspirational, high-fashion brand. It uses “New Return to Tiffany® designs” to suggest a ‘collection’, along with the use of the words ‘iconic’ and ‘reimagine’ which sound posh and grand. Any consumers out there who themselves use language like this (or wish they did) are more likely to connect personally with this content.

Conversely, the Lovisa social media post shown right is clearly written towards a younger, more budget-conscious audience. It uses casual, fun, high-energy language such as “TREND ALERT” written in capitals and the phrase “arm candy”. Again, it uses the language that its target audience uses, in order to resonate with them on a personal level. Notice even the call-to-actions used are vastly different – Lovisa pushes more aggressively for sales with “tap to shop now” while Tiffany & Co takes a more conservative approach by inviting its target audience to “Discover more”.

In Summary

Brand imagery and tone of voice connects who you are (purpose, strengths) to who they are (target audience). In order to maximise brand recognition and brand awareness in the marketplace, your brand imagery and tone of voice needs to be used consistently throughout your website, social media channels, email marketing templates, in your store, on your packaging and at all the various points where you engage with your customer. Follow us on Facebook and LinkedIn so you don’t miss our next article, Brand Building: How to Devise a Content Strategy That Fits Every Time.

Need an experienced brand strategist? See for yourself the impact of a valuable brand by reaching out to our team.


About the author

Deep See Marketing

Deep See Marketing

Cathryn Irvine is a marketing specialist and the founder of Deep See Marketing. With experience ranging from Telco to retail and digital to direct marketing, Cath's creative foundation has delivered significant revenue return for her clients.

Cath is also certified in digital marketing and Google analytics