A brand is like a person, with its own voice and tone. In order to establish your brand and have it stand out against other similar brands, a useful tactic is to focus on how your brand sounds and the wording that is used. Guest speaker Kayla Stuckart, who works in communications and content creation with a West Coast elementary district school board would work with a completely different brand voice than someone like the content creator for Taco Bell. Some words that could be used to describe the type of voice Kayla wants to have could be, lively, kind, and young whereas Taco Bell’s brand tone might be more casual, trendy, and funny. In the article “How to Craft Brand Messaging Your Target Audience Will Love” the author Rebecca Riserbato explains that “according to research from Bergische Univer
sity, brands produce similar feelings as the ones we feel when we like someone. So, we actually feel similarly about brands as we do about people.” Taco Bell, for example, is marketing toward a very specific type of person. This is someone, likely male, who is on a budget, wants quick food, does not care much about health, and possibly plays video games or something like that. Taco Bell would analyze the tone of this type of person and try to emulate it in their advertising. Taco Bell does exactly this. They are an example of a brand that nailed the brand voice and tone very well.
