Is your business putting its best brand forward?
A strong, consistent brand voice isn’t just a creative, “nice-to-have” option — it’s a necessity in today’s competitive landscape, no matter the size or type of company you have.
“Branding makes your digital marketing more recognizable, trusted, and effective — ultimately improving customer acquisition, retention, and growth,” said Mat Threadgill, founder of The Threadgill Agency, a digital marketing agency that specializes in strategy, content marketing, web development, and more.
Indeed, businesses with well-defined brand strategies can expect revenue growth of 10-20%, as reported by Harvard Business Review.
However, many businesses haven’t invested the time or resources into creating and refining their brand. It’s incredibly easy (and common) for brand voice to get lost along the way, especially as businesses grow and evolve while adding more content platforms — like email and social channels — to their messaging and marketing mix.
Whether you’re considering a complete company rebrand or simply refining your messaging, your brand significantly influences how well your digital marketing connects, converts, and retains customers.
So, if your company’s digital marketing isn’t performing as well as you’d prefer, your brand voice could be the problem — and the solution.
Here’s how to find your brand voice — and why it matters for rebrands.
What Is Rebranding — and Why Do It?
Let’s start with the basics: What does rebranding mean?
All rebrands involve updating how a company presents itself to the world in some way — and not just visually. Because a brand is ultimately akin to the essence of a company, rebrands can encompass not only how a business appears to consumers but also how it connects with them emotionally.
This process might include a new logo, as well as an updated website, campaign and messaging strategy, brand voice, and more.
So, why rebrand?
Here are a few signs it may be time for a rebrand:
- You’ve outgrown your original brand.
- Your audience or offerings have evolved.
- You’re not standing out from competitors.
- Your digital marketing feels inconsistent or ineffective.
In all these cases, rebranding is more than a facelift — it’s a strategic business move that can lead to higher conversion rates, stronger customer loyalty, and improved ROI.
A report by Lucidpress found that consistent brand presentation across all platforms increases revenue by up to 23%.
What a Brand Voice Is — and Why It Matters
In short, a brand voice is how a company’s distinctive personality is conveyed through all communication channels, whether that’s a website, ads, emails, social media, and beyond.
It’s how a brand expresses its identity and values through language, style, and tone — all of which shape how target audiences perceive a brand.
Why brand voice matters
A strong brand voice can boost digital performance by:
- Building awareness and recognition: A consistent brand voice builds awareness and recognition among target audiences. This can likewise translate to more impactful impressions and better click-through rates (CTR) — and, ultimately, better conversion rates.
- Creating brand differentiation and positioning: It’s important to stand out from the crowd, especially if you’re investing money in digital marketing. “Users are served thousands of ads a day, so you must capture attention and also position your brand correctly to engage the target audience,” said Threadgill.
- Generating trust and credibility: Clear, consistent messaging increases credibility — and continues to build affinity and trust among consumers while leading to better CTR and conversion rates. “When the trust level is high, digital marketing is more effective,” said Threadgill.
- Driving loyalty: People continue to return to brands that offer consistency and reliability and that feel familiar and aligned with their values. “Acquiring a customer in a competitive market is hard, so a solid lifetime value (LTV) of a customer will give you much better returns,” said Threadgill. “They can also help spread the word and provide positive reviews.”
For inspiration, here are a few iconic brand voice examples:
- Nike: Starting with the iconic “Just Do It” slogan, Nike’s voice is motivational and inspiring, encouraging grit, determination, courage, and resilience.
- Coca-Cola: The ubiquitous beverage brand celebrates happy moments and good times with a positive, friendly tone.
- Disney: The magic of Disney is maintained through a brand voice that’s imaginative, entertaining, and family-friendly, all meant to evoke a sense of both kid-like wonder and comforting nostalgia.
- Apple: Watch any Apple commercial or piece of digital content, and what immediately comes through is simplicity and confidence, reflecting the brand’s emphasis on forward-thinking innovation and sleek design.
How to Rebrand Your Company
To successfully rebrand your company, both clarity and intention are necessary. It is also essential to define your brand voice and use it as a north star for the rebrand.
Here are a few steps to consider:
- Revisit your mission and audience: Before beginning the process, make sure you are clear on your purpose and who you’re trying to reach. Your brand voice should speak directly to your target audience in a relatable and trustworthy manner.
- Conduct a brand audit: Evaluate what’s currently working and what’s not. During this step, make sure to identify the gaps between how your brand sounds now — and how you want it to sound.
- Develop brand guidelines: These guidelines should include your brand voice — and how it impacts tone as well as language dos and don’ts. It should also include visual representations of your brand, like logo variations, color palettes, and how your brand should show up.
- Roll the rebrand out everywhere: With new and comprehensive brand guidelines to guide the way, it’s important to make sure the rebrand is reflected everywhere — from website copy to social posts, paid ads, email campaigns, scripts, and more. While this task can feel daunting, it’s essential to building consistency, recognition, and trust.
Use Rebranding to Drive Results
A rebrand isn’t just about the visual aesthetics. When done well, it can sharpen brand differentiation and positioning — two things that directly impact your marketing ROI in digital advertising.
At The Threadgill Agency, we help businesses rebrand in a way that elevates every aspect of their digital presence. From brand voice development and refinement to execution across SEO, content marketing, paid media, and analytics — we make sure your brand not only looks great but that performs even better.
Let’s craft a brand voice — and a rebrand for your business — that makes every dollar of your digital marketing go further. Learn more here.