Every brand needs to have a unique and original voice if it is to stand out from the hoard of brands currently flooding the market. For a brand’s voice to be considered effective and authentic, its target audience needs to find it engaging and compelling. If your brand doesn’t already have such a voice, here’s how you can get started with developing one
You can begin defining your brand voice by selecting three words that best describe the personality of your business and what you want your brand to stand for. For instance, if your brand is into beauty, your three words could be trendy, sophisticated, and powerful. If you are into financials, your three words could be reliable, friendly, and professional. The important thing is your three words represent attributes that your customers can relate with and desire from your business.
Chances are your brand isn’t the only one into your particular line of business. So how do you differentiate yourself from other brands in your niche? You can begin by first reviewing the tone and attitude of your competitors. You can then choose to emulate the best of them or try walking your own path. For instance, if every other brand in your niche is about being formal and professional, you can try a more open, hip and informal approach to appeal to a different and perhaps younger demographic.
Every business is aimed at a particular demographic, that is to say there’s usually something that a business’ targeted customers all have in common. You should be able to build brand affinity with your voice by appealing to your audience and what they are comfortable with or what they like. And the only way you can accomplish this is by listening to your audience and communicating with them in the manner they are most comfortable with. For instance, you probably wouldn’t want to sound like a free spirited youth if trying to communicate with professionals from an older demographic
The current market environment doesn’t favour the timid. Your brand voice should be bold and capable of inspiring your audience. You can develop a bold voice by speaking directly to your audience with action verbs and short phrases. This will enable you engage your audience and hold on to their attention. But be careful not to appear like you are trying too hard because customers may find that off-putting. For instance, a business insurance provider can make use of a conversational tone that shows customers how important insurance can be for their business, but the tone shouldn’t be too pushy or aggressive as this might push away customers instead of drawing them in.
Because customer needs are always changing, your brand’s voice should be willing to evolve and adapt to suit the times. This will help keep pace with your audience and enable your brand to be able to effectively communicate across new channels. For instance, an old brand whose voice can’t effectively communicate on social media in the current market is most likely to fade into obscurity and become irrelevant.