The cadence of cash: How Voice sets the stage for premium pricing

“$60 on a water bottle?”

“You spent how much?!” I said to my friend, my mouth falling to the ground quicker than a Looney Tunes character.

My friend chuckled while admiring their new fluoro ceramic H2O holder.

Oh em gee. Madness?

Perhaps.

But let’s admit, we’ve all been there. 

Just last week, I was ogling the same candy-coloured bottles. (I have a secret love of Disney, so I was eyeing off the lilac purple Eeyore version.)

Spending that much on a vessel to hold something we’re lucky enough to have (almost) free.

Doesn’t make sense, right?

That’s goooooood marketing.

You might think it’s the colours and visual bits and bobs of a brand’s marketing that make you take out your credit card.

But what truly makes people love a brand?

How a brand communicates.

Did you guess which brand of water bottle my friend bought?

Yup. frank green. frank green has excellent messaging surrounding innovative design, sustainability, and eco-conscious products. But the way they communicate their message—their brand voice—is on point.

So, what exactly is brand voice?

Brand voice is made up of three things:

  • the words you use,
  • the tone of the words,
  • the cadence of your words.

But, why bother with brand voice?

Well, people buy from people.

It’s the words a brand uses that make a brand feel like a real person, not a company.

Brand voice is about being recognisable. (Even if your logo and brand colours were to go M.I.A on your website.)

Here’s where it gets interesting.

The tone of your brand voice can change depending on the situation. For example, the tone you use might be more serious when discussing important topics, and more light-hearted when sharing fun updates.

But the foundation or personality of your voice remains the same.

For example, I like to think my brand personality is like a workplace bestie. The work friend you can have a laugh with, but also turn to for genuine advice and support. My brand personality is all about making sure everyone feels heard and valued. But I don’t take myself too seriously.

But my tone in how I communicate my personality would change depending on the topic. If I mucked up and need to apologise to a client, I’ll still be conversational and casual in my writing.

But, my tone will be a tad more serious, all while maintaining my approachable nature.

For example: “Gahh, I seriously stuffed up there, thank you for being so patient while I sort out the issue.”

Vs.

A buttoned-up brand voice: “We regret the error and appreciate your patience as we resolve the situation.”

How can you start to identify your brand’s voice?

Begin by reflecting on your brand’s core values and mission.

Consider the personality traits you want your brand to embody and how you want your audience to feel when they interact with your brand.

Then, think about how you communicate with friends – that natural, authentic interaction is a good starting point.

Your brand’s voice should be just as genuine. (Particularly if you’re a personal brand.)

Why does voice matter?

A consistent, strong brand voice helps people recognise and connect with your brand.

It builds trust and makes your brand memorable.

Your brand voice isn’t just about standing out. Your brand voice could be the difference between being just another choice and being the preferred choice.

If you need a bit of help identifying, honing, or capturing your brand’s voice, contact me, and we can help you become the frank green of your industry.

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