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Have you ever noticed how the same words can have a completely different impact depending on how you say them? This is simply because it’s not what people say that makes a difference, but how they say them and this is true for companies, just as much as it is for people.
Starting out as a new entrepreneur it’s easy to get caught up in what we like to call the shiny things like how a logo looks or how attractive your website is, which is important but it’s also crucial to think about your personality and voice too as the tone of voice thanks to the rise of social media is becoming particularly significant in branding. Your brand voice is what you say. Your brand tone is the how you say it.
So how do you choose the right brand voice and tone for your venture? If you’ve been at a loss or struggling to find your brand tone of voice, there's no need to panic. These tips will help to simplify the process and set you on the right track.
Understanding Brand Tone of Voice
Your brand voice is the unique personality your brand adopts when communicating and connecting with your audience. Some brands are playful and fun, like McDonald's when it connects with its young audiences. Other brands sound like forward-thinking innovators in everything they do, like Apple and Elon Musk's Tesla.
Creating a brand voice and tone is one of the ways businesses can differentiate themselves from the ocean of competition. With the right tone of voice, you set yourself apart as being more relatable. This means your audience can connect with you on a deeper level and build a sense of affection with your company.
Brand voice and tone is increasingly important because there’s so much competition from similar brands. It’s hard to stand out in the crowd based on your visual appeal and product features alone.
You need to build a relationship with your audience, and to do that, you need to communicate with a consistent and authentic voice and one that will become more familiar to your target audience over time.
According to one study, 40 percent described brand personality as crucial, and around 32 percent said memorable storytelling was important. Both of these things flow out of your voice.
How to Create Your Brand Voice
Regardless of whether you’re actively creating your brand voice, your brand already has a specific personality, and it’s something your audience is going to judge you on. With that in mind it’s crucial to start leveraging your brand voice in a way that’s beneficial to your brand.
Here are some steps to help you do that.
1 - Analyse your Current Voice
If you’ve already started posting on social media, publishing blog posts, or creating copy for your website, then you’re already using a certain voice. Read through some of your content, sales, and marketing assets and ask yourself how you would describe your voice.
If you notice that your voice is inconsistent, make a list of the specific elements you like about different tones. What kind of things do you want to carry forward into your official brand voice?
Don’t be hesitant or apprehensive to check out your competition for some inspiration too. There may well be elements of other people’s voices you’d like to include in yours.
2 - Know Your Audience
Next, ensure you’re familiar with your target audience as ultimately, your voice should be similar to the voice of the specific group of customers you're seeking to attract. This will make it easier for your brand to connect with customers.
Speaking the same language as your audience makes you seem more authentic and relatable. Pay close attention to the words your customers use when they’re talking about your brand. Make a list of common terms that come up when people are talking about your company, product, or service.
3 - Choose Your Personality
Lastly, think about the kind of personality you want to project to your target audience in your tone of voice. Every brand voice should be concise and easy to understand. Speaking in the language your audience uses is important, but you need your own unique injection too.
Are you going to be playful, friendly, and informal, or sophisticated and professional? Are you the kind of company that uses emojis, or are you more likely to present yourself as a traditional business, with plenty of formal speech?
If you have a team create brand guidelines that will guide your team on how to use your businesses voice when they communicate. Once you have these guidelines, you can begin to implement them in everything you do and track your customer’s responses. In this way, you can ensure and build on improving your brand voice over time.
By| womenwhoslay @womenwhoslay
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