Brands That Nail Identity and Voice

by | Apr 6, 2019 | Uncategorized

Businesses spend a lot of time and money crafting the perfect brand. From the size of the logo to the lean of the font, branding is a crucial piece for helping consumers understand who you are, what you do, and your company culture. Most businesses believe that your brand is your logo and once that’s done, the work of branding is also done.

Unfortunately, there’s more to it than a cute image or fun silhouette. A solid logo is a great first step, but, if your website content doesn’t align with your brand, it could look unprofessional, or, perhaps worse, like your business is posing and not living up to the brand expectations.
When you begin the journey of crafting a brand that identifies what your business is, the visual impact leads the way, but you need to ensure all the other things that make up your business align with that identity.

Most businesses understand that visually – colors and fonts should match across websites, merchandise, and storefronts. Few consider how the voice of their content writing can cement a brand identity. Without a strong voice, your content won’t grab user attention – and that means high bounce rates and low traffic. Align your voice with your brand, and watch engagement soar.

Brands That Know Their Voice

The perfect brand isn’t something you can pull out of your pocket. It takes time and a bit of research. Check out some companies that know what they are doing when it comes to brand identity and voice.

  • REI Co-op. REI’s logo is simple, but anyone who likes outdoor activities will recognize the silhouette of an evergreen next to mountain tops. That simplicity is reflected in their website content as well. Though the content clearly explains their merchandise, it does so in a way that also exhibits the company’s enthusiasm for nature. Beyond just their voice, they put their money where their mouth is when it comes to company culture – they close their stores not just on Thanksgiving but on Black Friday as well.
  • The Verge. Playing with lingo that is both professional-tech and pop-culture in-the-know, the online e-zine, The Verge lets its readers know who they are, and not just by the futuristic font of their logo. The language of the written content speaks to their identity, too. Explaining that “There’s simply too much to read, watch, hear, and play,” The Verge offers to be your “tour guide.” Both the offering and the simple explanation of why their entertainment section exists fits in with their overall aesthetic and brand.
  • The New Yorker. From the top-hatted icon to the curve of the font, readers immediately recognize The New Yorker’s brand. Along with that, The New Yorker has decades of professional content writing (though more print content) to align with their brand. If you look at their website content, however, they do a great job creating a voice that is both traditional – it works with older readers, and new, to correspond with their digital presence.

Know Who You Are to Create the Perfect Brand

You may notice when you look through these sites something consistent – voice is part of knowing who you are as a company – regardless of your logo. It’s an important first step in creating a brand – know who you are. Don’t use Back to the Future references if your audience is mostly millennials. Save that for the Gen Xers. If you like old-school styles, make sure to pair that aesthetic with a modern vibe. Otherwise, you risk looking old, not old-school.

Get the Help You Need

All this comes of understanding what you do and how you want the world to see you by creating the perfect brand image. Once you have a strong idea of that, you’ll need content that reflects it. If that sounds like a mystery to you, don’t worry – it’s not to us. Work with a team of professional content writers who have the skills to see who you are and write with that identity in mind. Better Content Matters is that team. With writers who have experience across industries and a knack for transitioning our written voice to suit client needs, we’re the ones to call for better content writing.

Alisa Hummell

Alisa Hummell

Alisa Hummell began her career teaching at Northern Michigan University but found she missed putting pen to paper. She began Better Content Matters with Christie Moll and Kimberlee Henry. Together, they were dedicated to covering a gap in marketing to include boutique writing services that helped clients with their SEO while crafting language that spoke to people – and not just bots. In the wake of AI, that need has grown ever more important.