Find Your Brand Voice because it's More Than Just a Logo

You know, one of the most frequent questions we at Scott Aussie Tourism Marketing get from our clients is, “How do we create something attention-grabbing? Something memorable for our brand?” Think about the big players: you can usually tell it’s their ad before you even see the logo. How? They’ve nailed their brand voice.

Now, when I bring this up, I usually get one of two reactions: either “That’s just for Coca-Cola and Apple with their mega-budgets,” or “That’s some woo-woo, touchy-feely stuff.” That’s just rubbish. Your brand voice is just as important as your logo, maybe even more so. I like to think of it this way: Your brand is what people say about you when you’re not in the room. And trust me, you want those conversations to be good!

Having a clear brand voice is like giving your business a personality, and in the tourism and hospitality game, that’s gold. You’re not just hawking slightly better widgets; you’re selling experiences, memories. It’s not just beds and tours, it’s crafting the moments that people remember. Just like you choose your friends based on their vibe, your customers choose you for the same reason. It’s worth bearing in mind that even AI can help with this process, for more information on this see How AI is Personalising the Tourism and Hospitality Experience.

A consistent brand voice builds trust, builds that connection. It makes people feel like they know you, even before they’ve met you. And in today’s crowded marketplace, that means cutting through the noise and planting yourself firmly in their minds.

So, this isn’t just for the big guys; it’s crucial for businesses of every size, and it doesn’t need to break the bank. Trust me on this: a strong brand voice translates into more bookings, fiercely loyal customers, and powerful word-of-mouth. Some studies show brand consistency leading to an average revenue increase of 23%. That’s nothing to sneeze at!

So, how do we find your brand’s unique voice?

Let’s unpack the process:

Look Inward: Brand Soul-Searching Time! What truly drives your business? What values are absolutely non-negotiable? If you’re running an agritourism spot, it might be sustainability. In the luxury game, it might be that white-glove, exclusive experience. Dig into your brand story: what’s your quirky origin story? Maybe it’s the family history of the farm, a local legend. Every tourism business has a story to tell, so make yours memorable! Then, brainstorm those key personality attributes. If your brand was a person, who would they be? Warm? Sophisticated? Down-to-earth?
- Pro-Tip: Make a list of words that describe your brand – and then a list of words it isn’t. This contrast can be surprisingly clarifying.
Audience Empathy: Speak Their Language: You need to understand your ideal customer inside and out. As we’ve discussed before, that’s about creating your ideal customer persona. Really get into their heads. What motivates them? What are their biggest frustrations? Think about it: you don’t talk to your grandmother the same way you talk to your mates, right? Same with your marketing. You have a core identity, but you tailor your message to your audience.
- Are you formal or informal? Humorous or serious? Jargon or plain language? Imagine chatting with your ideal guest – what would that sound like, naturally? A voice that resonates leads to higher engagement and repeat business.
Competitive Landscape: Stand Out, Don’t Echo: What are your competitors saying? How are they saying it? Scour their websites, their social media. If you can get away with it, call their customer service line (discreetly, of course!). Once you’ve done this, the key is differentiation. Don’t copy them. Find your unique angle. If everyone else is shouting “luxury,” could your niche be “understated elegance” or “rustic charm?” Be distinctly you.
- What’s the one thing you offer that no one else can? That’s your sweet spot.
Define Your Voice Attributes: Your Brand’s DNA: This is where you create your guidelines, your cheat sheet. All your marketing – videos, print, whatever – needs to measure up against these descriptions. “Friendly and approachable” or “Expert and authoritative,” or “Sophisticated and refined.” Formalise these attributes, share them with your team (or stick them to your monitor if it’s just you), and refer back to them constantly. I’m telling you, even a marketing department of one can go off-brand on a whim.
- Here’s a quick exercise: Pick three of your existing marketing pieces. Do they really reflect your defined voice attributes? If not, rewrite them.
Bring Your Voice to Life (Everywhere!): From your website copy (that “About Us” section is crucial! you can find out more in the post Crafting a Killer “About Us” Page) to your social media (forget bland captions; inject personality!). Let your voice shine through everything, including your customer service. Seriously, I can’t tell you how many times I’ve been blown away by the fantastic customer service at a tiny business. Compare that to the soul-crushing experience of navigating a telecom’s automated system. Worlds apart!
Measure and Evolve: How do you know it’s working? Track your website bounce rate, social engagement, customer sentiment. Monitor brand mentions online. If you are still unsure, reach out to Scott Aussie Tourism Marketing today! We can help you measure results.