What Is Your Company's Voice?
Brand voice is the purposeful, consistent expression of a brand through words and prose styles that engage and motivate.
The voice of your brand is usually the first impression your business will offer to customers. The way you speak and interact with your audience is vital to connecting with them and creating the results that you are aiming for. The consistency of that voice is also essential. If in one post you are very analytical and informative and then in the next you are cracking jokes and being quirky, your audience will become confused. They will have a hard time understanding the aim of your business and what your brand is trying to accomplish. When confused, their first response may be to seek out something else. Don’t let your customers walk into the open arms of your competition!
Unless, of course, losing potential clients is part of your branding strategy? No? I didn’t think so.
Begin by deciding what voice to use for our company/brand and then develop processes to ensure that it is consistent. We compiled a step-by-step guide to help you get started.
Step 1 – Define
If your company had a human-like personality, what would it be like? Write down three main characteristics of that personality. Examples of this could be - Passionate, Quirky, and Authentic. There are endless combinations of descriptions, but it is up to you to decide which best suits your company. Then expand upon those three characteristics. Here is an example of that below.
• Passionate – expressive, enthusiastic, heartfelt, action-oriented
• Quirky – irreverent, unexpected, contrarian
• Authentic – genuine, trustworthy, engaging, direct
Not only should what you’ve written reflect your chosen brand personality, all of the interactions with your audience should demonstrate this strategy. Consider your social media posts, visuals (post photos, logo, ads, marketing, etc.), blogs, and other day to day communications. You will want this to be consistent throughout everything that your company name is connected to.
Step 2 – Differentiate
Take a look at your competition. If their company voice had a personality, what would be their three characteristics? How do yours compare? It is best to stand out and be different than your competition. If you find that the two voices are similar, reevaluate and adjust. When you sound and look the same as your competition, what that tells your customers is that your services are the same. This prevents you from standing out and communicating that what you have to offer is so much more. You need to come across as special and unique in your chosen field.
Step 3 –Listen and Engage
Once you have established what your company’s voice is, then take the time to listen. Listen to your customers and their responses to your interactions with them. Are they analytical and precise or are they more conversational and casual? Take notes from these interactions and get to know your audience. Engage regularly with them so that you know how to connect to your customer base and strategize as needed.
If you are not sure how to build your company’s voice and need advice, the staff at Deluge Digital Marketing is skilled in developing your online brand and reputation and would be happy to show you how to find your voice.