Ways You Can Use Your Brand's Voice in CPG Marketing

POSTED BY Greg Keating ON Nov 10, 2021 10:00:21 AM

Woman using a megaphone.

You've defined your CPG brand voice by using adjectives, asking yourself questions, and even imagining that your brand was a celebrity that best embodied the brand's persona. Now, how can you use that distinctive brand voice in your CPG marketing?

Create a Character

Some of the best social media posts and content marketing is told through stories, and those stories need characters that can demonstrate and embody the brand voice you are going for. Characters can be played by real people, or they can be cartoons. Or, in the case of Oreo, quirky cookies that move and talk and make jokes and do other funny things. 


Sorry bout it (@kurvykween_anji) #oreo #oreocookies #oreotok #amiextra

@original sound - Small busines product reviewer

Your characters should have the same descriptive traits as your brand to best represent the brand in content and social media pages.

Find an Influencer

Remember that exercise to find a celebrity that embodies your brand's voice? Well, you could hire that celebrity or a similar but lesser-known one if price is an issue to represent your brand in content and online. For some social media platforms, like TikTok, finding at least one influencer to talk about your brand is essential, but it is a good strategy for any content. 

Not only will the influencer be able to draw from their own followers to increase yours, but there are fewer more effective ways to demonstrate a brand voice than by using a famous voice that embodies it.

Curate User-Generated Content

As you create more content and increase your followers on social media, you will find that some of your followers have nailed your brand voice and may create content of their own that you can use for your own marketing purposes. Some of the Oreo content referenced above is user-generated, for example.

As you build up this user-generated content, you will find that it can be carefully curated for your brand's use. Another advantage to user-generated content is that it will create loyalty among users, and when they see you showcasing this type of content, it will lead to even more of it in the future. 

Shopping at a store.

Hire Content Writers That Can Emulate Your Brand Voice

Written content is an essential vehicle for brand voice consistency, so you need to pick content writer(s) that emulate your brand voice to help articulate who you are as a brand. The more you can share the traits of your brand voice with your content writers, the more they can help you get your brand voice out there in a consistent and helpful way. You can do this by sharing your unique descriptors with writers and by looking for content that has the kind of voice you are looking for, and seeking to hire those writers or other writers with a similar style. 

Want to learn more? Check out our Resources to evolve your CPG brand!

Hangar12 can keep you up-to-date on all the latest trends in GPG marketing. Subscribe to our blog for more articles about brand voice and other CPG marketing trends. 

Topics cpg

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