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Brand Voice and Loyalty

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Brand Voice and Loyalty
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Loyalty Truth is proud to share good thinking from selected guest authors, in this case Gary Frederick, a relationship marketing veteran. It’s a pleasure to share Gary’s thoughts here on brand voice here and we hope to have more contributions from him in the future.


We’ll leave the light on for you.”   Tom Bodette’s voice practically waltzes through your  head as he deadpans that folksy Motel 6 line.  How about “They’re Gr-r-reat!”  Tony the Tiger has been saying that since today’s boomers were kids.

These familiar examples share something that’s essential to building strong brand loyalty.  It’s called Brand Voice.  That style of speaking and writing that connects brands to consumers and becomes as familiar and endearing as a best friend’s comfort or a relative’s quirky habits.  Voice represents a company’s personality, and it will often influence whether you want to hang out with it or walk the other way.

Some companies have a great Voice.  Others don’t.  Those that have a great one are more likely to get rewarded with long-term customer relationships, more referrals, and more word of mouth.  Much like people, it’s just more pleasant to associate with brands you like.  There are so many brands on the dance card today, consumers can be fussy.  Think about just the telecom category — AT&T, Verizon, Sprint, T-Mobile.  Each conjures up its own qualities that attract or repel customers.  Brands need to fully hone and articulate their Voice —  with a style and personality that pleases and dialog that is recognizable even if the brand is never mentioned.

Brand Voice is about choice of words, nuances in usage, a turn of a phrase.  It applies to both consumers and employees alike.  A great brand Voice engages, encourages two-way dialog and mirrors what the brand stands for, such as unmatched service, great value, or pride in its employees.  It is the same no matter where you encounter it — online or offline, from a customer service rep or in an ad.  Consistency is key.  Think of Southwest Airlines, Zappos, and Nike.  All different, but each with a consistently clear brand voice.  And yes, great consumer loyalty.

Whether speaking to prospects, new customers or old friends, the Voice influences not only how people think about a brand but whether they want to be with it.  So, cultivate it, nurture it, express it.  Be consistent with it.  A great brand Voice can sometimes bond a customer for life.  Tony the Tiger can attest to that.


Editors Note: Gary Frederick is a digital and relationship marketing specialist with years of experience serving Fortune 100 clients. He can be found on Twitter @gary_frederick and he posts his thoughts on relationship and loyalty marketing at his blog theloyaltyspot.com.

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