When it comes to speaking up and speaking out about your brand a strong and steady voice is key. Your brand voice is what tells consumers exactly who you are and what you stand for with each post, tweet, story, highlight and product (or service) offering. If you want to stand out in your niche, you should have an established brand voice early in the conception process of your business model as it could lead into many brand design decisions. Your voice speaks volumes about your business… literally.
What is a brand voice?
Simply put, your brand voice is how you convey your business's messages to consumers. It is the character and sentiment you put into all of your company communications, from social media posts to email marketing and holiday media. Your brand voice should be consistent and true to the definition of your brand with every interaction. This means that your company should exude your brand voice with the top-down approach, and it should be the guiding light in the way you approach all aspects of your business interactions. Pro Tip: All of your employees should understand and use your brand voice in any (and all!) client interaction.
How do I define a brand voice?
Establishing your brand voice should be part of the groundwork to your initial marketing plan at the beginning stages of your company’s creation, but if you’re already established, it’s not impossible to define a brand voice later on in the game. Brand voice is about what you envision for your company based on your ideal client base. When creating your brand voice consider your audience, your tone, your language and your overall purpose. These four pillars create the foundation of who you are and who you want to reach in your respective niche.
Let’s break it down…
Your audience is everything
Every piece of your plan, product, service and content should be created with your ideal client in mind. Your audience matters to your bottom line, so, speak directly to the people you want to attract.
Consider these questions:
· What does my ideal client look like?
· What matters to my ideal client?
· Who can benefit from my products or services?
Your tone matters
Your tone will most likely come from the industry in which you are selling your products or services. Understand that your tone is just as important as your voice. The difference? Your voice is what you tell your audience, while your tone is the emotional influence you give to your voice and your message.
Ask yourself what tone you are trying to convey.
Is my goal to be...
· Happy and lighthearted?
Sometimes your tone can be a variety of emotions or change based on the circumstance and content message goals. Establish your tone early so that it stays consistent throughout.
Your language speaks for you
How you send out your message is subconsciously important to your target audience. What you say matters more than ever. Choose language that resonates with your ideal client base. Pro tip: come up with a branded list of keywords that you use throughout your messaging. Use these are strong guidelines when creating your content and messaging. Don’t overuse the same words, but instead, use their synonyms to convey the same message in your branded language.
Your purpose converts
Now that you’ve got your words down pat and your tone is toeing the line on perfection while reaching out to your ideal audience, conversion needs to take place. You can give the most wonderful messages all day, via social, email marketing, website copy, blog post or whatever other form of communication you use, but if you don’t provide a purpose, what’s the point? Honestly though, your messaging needs to turn your potential client base into brand enthusiasts (hello, growth goals). When creating your marketing strategy, above ALL else, make sure each piece has a purpose.
Ask yourself what each piece is trying to accomplish by reflecting on questions like:
· Am I using this to instruct my ideal client on something?
· Am I using fun posts for the sole purpose of entertainment?
· What is my call to action on this piece?
· Is my purpose loud and clear?
Whether you’re new to the world of marketing or consider yourself an aficionado, establishing your personal brand voice can feel taxing. The good news? I would love to help you turn your company’s vision in a brand voice that matches your goals. Reach out to me today and let’s chat. Together we can turn your dreams into a brand blossoming reality.