Your company's brand voice is already out there - whether you realize it or not. Every time customers interact with your business, they form an opinion of your brand. You may think you have control over your brand's voice, but the truth is that your customers have been dictating it since day one. A simple phrase to keep in mind about your brand is, "Your brand is what your customers say about you when you're not in the room." As a small business owner, I know what people say about other small businesses, and it's powerful. Word of mouth is your best ROI for organically growing your business. So if you're not intentional about developing and managing your brand voice, you could miss out on critical opportunities to connect with your customers. Luckily, there are some simple steps you can take to get started. Here's a quick overview of what you need to know about branding for your company.
Many think creating a brand voice is a creative exercise. They envision a team of copywriters and marketers sitting around a conference table, brainstorming words that best describe the company's values. But the truth is that your brand voice already exists, and the best place to find your voice is inside your company. Your employees are an ideal place to start. After all, they're the ones who interact with your customers daily. Pay attention to the way they speak when they're representing the company. Do they use a lot of industry lingo? Or do they keep things simple and easy to understand? Their language will give you a good indication of what kind of voice your brand should have.
Your customers are another valuable resource. Look at the reviews they've left for your business on sites like Google, Yelp, Trust Pilot, and Facebook. Do they use formal or informal language? What kind of tone do their reviews have? Serious? Playful? Supportive? Your brand voice is how your customers perceive you. It's the result of everything you've said and done up to this point, and it's the message that's already out there.
What if I don't like what my brand voice is saying?
If you're unhappy with your brand voice, it might be time for a change. But take heed; a drastic change can confuse or alienate your customer base. If you decide to change, do it slowly and deliberately. Pay attention to how your customers react and make adjustments as needed. Just remember that a sudden or drastic change can be off-putting to your customers. So if you want to change your brand voice, do it slowly and incrementally. And pay close attention to how your customers react; if they don't respond well to the changes, back off or adjust accordingly.
To make the transition easier, consider who your target market is and what language they use. Speak their language. Another way to think about it is this: What would that person say if your business was a person? This thought exercise can help you start to nail down the specific words and phrases you want to use in your marketing materials.
Your brand voice should be reflected in everything you do, from the copy on your website to the way you interact with customers on social media. It should be consistent across all channels. And while it's important to stay true to your core values, don't be afraid to experiment a little bit and have some fun with it! After all, your brand voice is an extension of your personality, so inject some of yourself into it.
Developing a strong brand voice is essential for any business, but finding the right one is not always easy. The best place to start is by looking inside your company and at your existing clients. Then, once you've nailed down the specific words and phrases you want to use, make sure your brand voice is reflected in everything you do. Getting input from your employees and clients will get the buy-in to make the transition stick. Your brand is your personality and why people buy from you instead of your competitors. Make sure it's a personality you want to present to the world!
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