The voice of your brand allows customers to connect with you, regarding your brand as a personality that reflects their own interests. Keeping that voice consistent is crucial for making that meaningful impact, allowing your customers to bond with your persona.
Analyze Your Brand
Think about your brand’s identity. What traits could be easily applied to your brand? It helps to start with general ideas, slowly focusing on the specifics. Once you outline the basic traits, think about the smaller facets encompassed by them. Perhaps your brand is innovative. Maybe that makes it knowledgeable, cutting edge, and avant garde. Making an umbrella of traits will allow you to shape the details as you go.
Listen To What Your Customers Are Saying
Your brand voice should be half your brand, and half an echo of your customers. They need to be able to relate to your brand’s voice if you want your messaging to be effective. Look at their tweets, Facebook comments, and Instagram posts. How do they communicate the things that are important to them? What areas of their personal interests do you cater to? Research is undeniably vital when structuring a brand voice. Your customers need to be spoken to in their own language.
Develop a Persona
Think about common questions your customers frequently ask, and contemplate how your brand would answer them, as if your brand were its own entity. Envision your brand having a conversation with your customers. How would they become best friends? A consistent voice will not only improve communication – it will also build trust and familiarity.
While you’re developing this persona, it’s important to take note of what your competitors are doing. If there’s nothing to differentiate your persona from theirs, customers will fail to see its charm. You need to set yourself apart with a unique identity and use your strengths to appeal to your corner of the market. Sure, your competitors also provide customers with X – but your brand’s persona needs to let people know why they want your Y instead of the competitor’s X.
Engage Your Customers Exclusively In Brand Voice
In order to effectively engage your customers in your brand’s voice, you’ll need to develop a rock star social media team. Post an ad on Gumtree with some information about your brand, and familiarize all of your potential candidates with the ins and outs of your brand. It’s easy to quiz candidates in casual conversation in order to determine who feels the right passion and connection necessary for portraying your brand on the internet.
Update Gradually, But Frequently
Things will change, and that’s merely part of business. Your customer base will grow, and their interests will shift. A consistent brand voice will follow your customers into the future. As your brand continues to grow, make small adjustments to its voice. It’s better to stay current, making small changes over time, rather than abruptly dropping a new voice on everyone. Quick changes may alienate even the most loyal of customers. Implementing smaller steps over a longer period of time keeps everyone in the loop by allowing them to grow with you.
A consistent brand voice has a significant impact on everything from marketing to customer service. It’s something you can’t afford to go without, and it’s something that the modern consumer has come to expect. If you want your customers to hold you to a high esteem, show them that you hold them in that same esteem by tailoring your messaging to make them feel valued and understood.