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.