John Lewis
What is brand voice?
Brand voice is the language and writing style used to communicate the personality of your brand, its values, identity and place within the market.
Why is brand voice important?
While brand voice is just one part of your brand, it’s equally as important as your visuals, social media, marketing materials and product packaging – essentially, it’s the literary equivalent of your visual identity – and all should work together in harmony to communicate your product or service effectively to your audience.
How do I decide on a brand voice that’s right for my business?
There are lots of different styles of brand voice that have been adopted by different organisations and these have become even more diverse and varied over time. Some organisations like to take a more corporate or professional approach while others prefer an informal conversational style to reach their audience. The important thing is recognising what’s right for your business.
For example, if you’re in the healthcare, finance or defence industries, taking a more light-hearted approach isn’t really going to be appropriate when you need to gain the trust and confidence of those counting on you. We take a look at some examples below of brands who got it right.
Coca-Cola
While Coca-Cola may have updated their visual identity several times throughout a century (and more) of trading, their brand voice hasn’t really changed. That’s because they have stayed true to their mission and values. By being consistent in their brand voice and talking to their customers in a way which evokes happiness, this is just what they spread when people are sharing and enjoy their product.
John Lewis
Established in 1864, the first John Lewis department store opened on London’s Oxford Street. This longstanding brand has proved itself as a company shoppers can trust for quality and its success continues today. With the royal seal of approval from HRH Queen Elizabeth II in 2008, John Lewis will always be recognised as a British brand whose values have remained at the forefront since it was founded. The company mantra “Never knowingly undersold.”, further instils this ideology, as does their brand voice. Combined with their simple but recognisable graphic logo, John Lewis use simple language to create a confident, informative and trustworthy brand voice accessible to their diverse customer demographic.
Innocent
Taking a more personal approach to their brand voice are smoothie makers, Innocent. Their conversational way of communicating with their customers is simple, factual, fun and full of stacks of personality. This is the story of a company who have not forgotten their roots and whose humble beginnings remain evident in their simple style of marketing.
If you’re a start-up looking to develop an effective brand voice get in touch with our team today. Perhaps you’re already up and running and just need a bit of fresh thinking? You can call us on 01600 891525 or email info@limegreenmarketing.co.uk.
This week the LimeGreen team have been joined by Beatrice Smith from Monmouth Comprehensive School. Beatrice has been spending time with us and learning all about digital marketing as part of her work experience placement.
With less than six weeks until Christmas, now is the time we start to see seasonal adverts creeping into the schedule so we asked Beatrice to put together some of her favourite festive campaigns.
My Favourite Christmas Adverts
By Beatrice Smith.
John Lewis: The Long Wait – 2011
John Lewis is renowned for its tear jerking adverts and this one is no different. The advert itself appeals to me because of the simplicity of the piece. It brings out emotion that’s hard to explain. You feel almost bad for assuming that the young boy’s interests were selfish ones when actually, all of the impatient glaring at the clock was only him willing the time to go quicker, in order for him to give a present to his parents on Christmas Day.
Sainsbury’s: Christmas is for Sharing – 2014
Sainsbury’s definitely did a good job in attracting my attention with this advert. As 2014 was the 100th anniversary of the spontaneous truce that took place along parts of the western front, during World War I, the brand decided to mark the occasion. Showing how the two countries were able to put the fighting behind them for one day to mark a time of peace and goodwill to all men reminds people of what Christmas is truly about.
Coca-Cola: Holidays Are Coming – Annual
The Coca-Cola Christmas advert will always stand out to me because it’s always shown in the same format. Although they may change elements of it, the majority of the time, the advert has the same classic theme. As soon the Coco-Cola advert comes on, no matter what room of the house you’re in, you know Christmas is on its way – “Holidays are coming!”
Irn-Bru: The Snowman – 2007
As a child the story of The Snowman was a popular at Christmas time, and even more so after the animated film release. The music “Walking in The Air” is instantly recognisable and makes you think of Christmas, so it’s clever that Irn-Bru have used a parody of this to promote their product. Re-working a childhood classic brings back many memories and emotions.
John Lewis: The Bear and the Hare – 2013
This advert is a particularly memorable one, due to the kind nature of the animals. The alarm clock is an endearing gift, that doesn’t just display a material value, but something truly thoughtful. Without it the bear would not be able to wake up and enjoy the Christmas moments with the other animals, making memories which are a gift themselves.
I think all of these adverts appeal to my age group as they play to our emotional side and we are able to connect with them on a deeper level. The music chosen for each Christmas advert helps create a big impact. Whether it’s to instantly grab your attention or simply to help tell a story, music makes a strong visual advert even more memorable. This is why adverts such as ‘The Snowman’ and ‘The Long Wait’ are such massive hits.