How to Strengthen Your Brand’s Voice
The biggest flaw we see in marketing is a brand that isn’t consistent. If you’re not careful, you can end up with a random assortment of voices and tones with the content across your marketing that doesn’t provide a consistent picture of your brand. People want a brand they know and trust. The more they trust, the more they will want to do business with that brand. Basically, it needs a consistent, unwavering personality.
An example of a great brand voice is Nike. You know exactly what they stand for, what they represent, the tone, and the identity they convey, all from just seeing the Nike swoosh logo. They have constantly said and executed the same voice for 50 years.
If you have never established your brand’s voice, let’s do that first. Here are four questions you should ask to help identify your brand. From there you can create a brand voice.
- What are your company values? Research shows customers are more likely to purchase from a business that shares similar values to them. (How will your audience identify with you and your values?)
- What type of information are your clients seeking? Consider launching a fictional character study to uncover buying tactics your customers are using. (Educational, entertaining, or current trends?)
- What sets your business apart from your competition?
- If your brand were a person, how would you describe its personality to someone?
You should narrow down your answers to a sentence or two. As an example let’s say you own a frisbee company. For question three you wrote down “Our frisbees go farther and are more durable.” From there, you should break down those sentences into a word or two. So we can narrow it down to “great and strong.” Then taking those broken down words, let’s narrow it down to three or four words to give your brand as a whole a personality. For the frisbee company, we got:
Now define each one further. How do these characteristics show up in audience communication? How do they come across in the kind of content you’re creating? Let’s continue this example:
Tough – durable, strong, direct, powerful
Energetic – enthusiastic, action-oriented, active, lively
Skillful – competent, talented, adept, qualified
Using Your Brand’s Voice Through Content
You now have a brand voice. You can take this and drive it home through content.
To determine what content will resonate with your audience, ask yourself a few questions:
- What customer issues can you help solve through content?
- Does your audience have a need that is not being met by your industry?
You can then create unique content that will be impactful and used in conjunction with your voice. This will allow you to get content delivered the RIGHT way, via newsletters, videos, social media, brochures, advertisements, etc.
For example, you could post a social media story and ask your audience to show off their skills using one of your frisbees and you’ll share them. The audience in this case wants to show off their skills and the content fits your brand — tough, energetic, and skillful, all while growing your audience.
You now have a powerful tool that can play a big role in growing your business.