There’s more to a brand than just logos or taglines. It’s not a strategy, it’s not messaging but an identity constructed through strategy, communication and customer experience. Today’s modern consumers gravitate toward brands that feel genuine and reliable. That relationship begins with two fundamental concepts: Brand Voice and Brand Story. Integrated with a coherent brand strategy, these components – in themselves a minority of all the components we cataloged, obviously contribute to more robust growth, greater loyalty and increased saliency in the market.

What Is a Brand Strategy?

A brand strategy is a long-term plan that dictates how the public views your business. It informs everything from messaging to visual identity and customer touch points. Instead of throwing things at the wall to see what sticks, you employ strategy to communicate strategically and help develop your position in the market.

Key goals of brand strategy

• Define yourself as a brand.
• Make an emotional connection with the customer.
• Be consistent in your communication on all channels.
• Win and retain customer trust and preference over your competition.
• Support sustainable business growth.
  

A strategic approach saves time and money because you spend with purpose, not in hope.

Why Your Brand Voice Matters

Brand voice is your conversational personality in writing and speaking. It’s the way your brand “speaks” to the audience. The right voice gives power to your message and makes it clear and memorable.

Advantages of developing brand voice.

• Builds trust through consistency.
• Shows authenticity and brand values.
• Aids in your customers instantly identify your communication.
• Boosts conversions on any channel you’re marketing on.
• Enhances story-telling to be more dynamic and personal.
  

How to define your brand voice

• Defining your brand voice
• You need to define your brand personality (fun, expert, bold, caring).
• Understand the taste of your audience.
• Select the language and tone that fits your purpose.
• Develop voice guidelines for your team to follow.
  

One children’s learning brand speaks in a friendly, playful voice. A finance brand utilizes a confident, expert tone.

What a Strong Brand Story Is

Behind every strong brand is a great story. A brand story is your why you exist and why you do what makes you different. It creates an emotional connection with your business for customers..

Elements of a compelling brand story

• Components of a great brand story
• Your solution’s root problem.
• The mission driving your work.
• Those you serve or communities you help.
• The good you do in customers’ lives.
  

Why brand story influences growth

• People buy emotions before products.
• It’s easier to remember stories than facts.
• It generates the loyalty and trust that transcends pricing.
• It turns customers into advocates.

Your story is not your success. It’s how you help your customers succeed.

Brand Voice or Brand Story – What’s the Difference?

Both are necessary, but serve different functions in communication and perception.

Brand Voice	Brand Story
Tone and style of communication	Brand significance and background
Used continuously in all content	Worn in messaging to symbolize of mission and journey
Focuses on how you speak	Focuses on why you exist
Defines personality and expression	Defines purpose and value
Changes a bit with modes but mostly constant.	legacy brand long-term foundation of the few that remains

In short:

• Brand Voice = How you sound
• Brand Story = Why you talk

When they collaborate, the message is strong and customers know who you are.

How Brand Strategy is the Key to Business Growth

A brand with no purpose gets forgotten easily. With a strategy, your brand has magnetic attraction to the right audience. People trust you more quickly because your message is clear.

Direct growth impacts

• Higher customer loyalty and referrals
• Increased brand recall and recognition
• Better engagement on digital channels
• Easier differentiation from competitors
• Can charge convenience fees because people see value behind what they are selling

When people trust the name of your brand their purchase decision is easy

How to improve your brand strategy

Use this action checklist to begin improving your branding:

Discover your identity

• The first item is for you to articulate your mission, vision and values
• Don’t ever study what your audience needs and wants..
• Draw your unique strengths and positioning on a map..
  

Build messaging that aligns

• Specify the main attributes of your brand voice.
• Build a brand narrative around purpose.
• It’s best to use plain, conversational language throughout.

Optimize for customer experience

• Maximize for best customer experience Keep messaging the same across web, social and offline touchpoints.
• Cut noise, make sure the focus is on value..
• Reduce distractions to keep attention on value.
• 24 Use schema markups and structured formatting for SEO.

Test and tweak

• Experiment with types of messaging to find something that resonates
• Update guidelines alongside your brand
• Brand strategy is never complete.
  

Brand strategy is never complete. It grows and strengthens as your business expands.

TDF Thought

Luck does not make a great brand. It works through clarity, consistency and communication that seems authentic. Your brand voice shows personality. Your brand story shows purpose. Combined, they get your business trusted and selected quicker.