Imagine if the Geico gecko appeared in a video on social wearing a cowboy hat and singing like an old-time crooner. Disconcerting, right? The fact that he’s a lizard notwithstanding, the gecko is a recognized character with a distinctive and engaging persona (and little resemblance to a country crooner). As the brand voice of Geico, gecko Martin is present in all aspects of their marketing communications — and has forged a strong connection with customers and audiences.
Personality knocks: Enter your brand voice
A business’ brand voice is the unique personality curated to nurture a company’s relationship with its target audience. Your brand voice needs to be authentic to you and your business in order to successfully communicate with prospects and customers.
While the gecko is an unusual choice, it’s particularly effective because he infuses charisma into the (rather dry) insurance industry.
Consider the following to develop a credible brand voice that is authentic to you and your company.
Is your business approach spirited and playful? Cultivate a lighthearted, informal voice on your website and social presence. If you’re a sole proprietor, communicate in the first person and utilize live video to develop a direct connection with your audience. In contrast, if you lead a large organization, convey authority with a corporate voice. For a humanistic or heart-centered company (a health coach, therapist or yoga teacher, for example), encourage connection with a voice that’s open, accepting and gentle. “Write, speak and share as the real you.”
Shed the spurs, cowboy: Consistency is key for your brand voice
Want to build brand recognition for your business? A unified approach to tone, style and messaging is essential. Your brand voice should be specific to your company, consistent with company values, and evident across all communications channels — online and offline. Gecko Martin checks all three boxes.
While the term brand voice implies the spoken word, it also encompasses visual imagery, style, tone, and use of language on your website, and wherever your business is present online … including:
- Social channels: Take a hard look at the visual flair of your videos/reels and images, the writing style of your posts, the highlights in your bio, as well as how you engage with others.
- Website copy: Is your voice first-person or business formal? Light and brief, or robust including industry-specific or technical content?
- Online user experience: Do the look and feel of your website, architecture and navigation, imagery, font styles and color choices feel consistent with your brand?
- Blog posts: Is your communication style business-formal or easy breezy? Are your posts primarily written content, image-rich, or video?
- Email newsletters: Are your email communications quick and chatty, or meaty and detailed? Do you email subscribers on a regular cadence, or ad hoc as inspiration strikes — and does that cadence ring true to your brand voice?
- Support pages, FAQ and resources: If you include support content, do you use video or written copy? Is it brief and informal, or comprehensive and detailed? Does the presentation style of your support content echo your brand voice?
Geico does a masterful job infusing their brand voice on their website. Gecko Martin’s image resides on the footer with his gaze directed at the visitor. While much of the content is strictly functional, the presence of their iconic character adds personality and builds connection.
Be a trusted guide, not just a social animal
Don’t lead your visitors astray. In this era of social first, it’s important to remember that your business’ brand does not start and end with Instagram. It’s easy to get caught up on social because of the immediate gratification it can provide. Capitalize on a prospect’s social interest and encourage deeper exploration and engagement, such as a how-to guide download or related blog article.
And avoid the “chameleon effect” by ensuring that the destination feels natural and guides the user in a helpful manner.
