What Is Your Brand Voice?
Defining and identifying your brand voice may not be right at the top of your to-do list but it should be. This is one of those overlooked tasks that helps correlate marketing efforts across the board. However, it also creates consistency and builds trust with audience members. If your brand voice is strong and legitimate, then your audience members are likely to recognize it even without your logo and other marketing materials. Believe it or not, this is crucial to effective marketing. It is part of what makes certain brands household names while others are soon forgotten. Identifying and communicating your brand voice is about positioning your company in the marketplace as an industry expert and establishing your authority.
What It Is
Your brand voice is your company tone. It is communicated in everything about your company. This includes marketing material and social media. Any communication put out by your company either strengthens or diminished your brand voice. Your brand voice can be found in something as complicated as your sales funnel or as simple as a call to action in a blog post. Your brand voice should be defined in three words. These three important words should sum up your brand’s personality traits. If your brand were a person, how would you describe their three most powerful personality traits? These three descriptive words define your brand voice. You should be proud of them and they should be reinforced in all company communications.
Finding your brand voice is about consistent company behavior. The two most important behaviors to consumers on social media are honesty and friendliness. These consumers were specifically asked what they wanted from brands on social media. Think about it, friendliness and honesty. This means that consistent communication is hugely important. Growing companies unintentionally communicate multiple voices when they scale too quickly. This is often a result of uncollaborated efforts with freelancers and other agencies who have no viable stake in the company brand. Unfortunately, differing brand voices and inconsistent behaviors leave audience members feeling tricked, confused or just plain put off. This should be avoided at all costs, especially if you are early in building or identifying your company’s brand voice.
Voice Maintenance Through Engagement
Every communication or marketing effort reiterates your brand voice and it needs to be consistent. This includes all social media boards. Audience members and consumers often reach out on social media with questions and/or concerns. You probably already know that a response is important. However, it is vital to maintain voice consistency when engaging with people on social media and through other outlets. Consumers want to feel prioritized and respected, so your brand voice needs to communicate that with every interaction.
Defining your brand voice isn’t always easy but it is crucial to your company’s success. It helps ensure that your communications are clear and effective. If your messages don’t resonate with the audience, then they are useless. Reiterating your brand voice is about defining your company for the audience. It lets prospective clients know what is special about your company and why you are different from the competition. You may need to revise that voice over time as your company grows but your audience will appreciate it.