Helping your customers recognize your brand and hear your voice can be difficult. Developing a consistent voice for your brand is an important first step for small and large businesses alike. It’s just as important as designing a logo or brand image; it’s one of many elements people will associate with your company name and helps them understand what you do and why you do it. It’s easy to fall into the trap of using an inconsistent voice with a random variety of tones, which portrays an inconsistent picture of your brand. Not to fear – we’re here to help you figure this out! Follow these guidelines to help you develop the voice of your business and give your customers exactly what they’re looking for, and more:
What Does “The Voice” of a Business Even Mean?
Before you start thinking about the voice of your business, you should probably understand exactly what that means. The voice of your business, or brand voice, is a consistent and meaningful expression of your brand or business through words and other assets that inspire and capture an audience. Those assets could be your logo, imagery, language, and prose styles. Your voice should be unique to your brand and different from that of your competitors. The tone of your brand voice should be about how you say what you say, not necessarily what you’re saying. Take your mission statement along with some other key elements, like the culture of your business and what makes your business unique, to help define your voice. If you’re looking for more ways to help determine the voice of your business and how to convey it, we know a pretty rad business that can help (it’s us!).
Know Your Audience
Here at Aspen Grove Marketing, we’re constantly thinking about our clients’ audiences. Who are your customers? Why are they interested in your business and your values? How can your voice match your customers’ needs and expectations? What sets your business apart from the competition? These questions are essential when deciding how to develop the voice of your business. Anticipating your audience’s wants, needs, and expectations is vital to maintaining a successful business strategy. Knowing your target audience and how they want to hear from you will help you create consistent messaging and develop the voice of your business.
What’s Your Message and How To Express It
Your business should have a clear and concise message about what you do and why you do it; sometimes it’s called your elevator pitch. Well-crafted messages help your audience understand what you do and remember you. Developing your message and conveying it with a consistent voice will give your company a leg up. Express what’s true, unique, or downright amazing about your business in order to connect with your customers.
After you determine what your message is and why your clients should care, then it’s time to think about how to express it. Your tone, approach, and medium are three important aspects that will help determine how your message is conveyed to your audience.
Keeping your tone consistent is key – for example, using the same pronouns over and over again, like “customers” or “you”. Approach can be an important way in which you develop the voice of your business – for example, differentiating your voice in a surprising place, like the subject line of an email newsletter, or a “thank you” page on your website. And then there’s medium, which is the form in which you are displaying your message. It’s important for your voice to remain consistent across every medium you’re using, like blogs, social media or podcasts.
Determine the Tone
Setting your tone of voice is a key element for developing the voice of your business. Do you want to make your tone funny, serious, or witty? A great way to determine the tone of your business is to first ask yourself, “If my business were a person, who would it be?” We love asking this question and have gotten every response from Einstein to John Wayne! Here are some helpful tips to determine your tone of voice:
- Describe your brand voice in three words: this takes us back to the “if your brand was a person” question. Describe that person in three words. For example, if our brand were a person, it would be Adam Sandler. Three words to describe him: Quirky, Humorous, and Heartfelt.
- Take those words and define them further. How do these words reflect in the content you’re creating?
- From there, utilize those words and their definitions when creating your content. Why is your brand quirky, and how can you showcase that?
Making Your Values and Vision Straightforward
Nothing is more frustrating than visiting a website, reading through the entire “about me” section, and leaving confused about what a business actually does. Don’t leave your customers scratching their heads; be straightforward about your business’s values and vision. Ask yourself how your values and vision, communicated through your voice, can become what your customers visualize when they hear the name of your business.
Why Developing the Voice of Your Business Is important
- It helps your brand be more memorable. There should be some element of your business’s voice that sticks with people – whether you consistently use slang, hashtags, or great imagery, your brand’s voice should be memorable.
- It helps your business connect with your audience. When they know and recognize a strong voice coming from a business, they will feel like they ‘know’ you and want to ‘hang out’ with you more. Social media and the larger digital marketing landscape are not a one-way monologue where you’re talking at a customer, but rather a conversation in which the customer wants to know and identify who they’re talking with.
- Your voice furthers your brand by giving it another element for customers to connect with.
Examples of Great Business Voices
Some companies really hit the nail on the head when it comes to defining their voice. Here are a few of our favorites:
- Netflix’s social media game is strong! They aren’t afraid to tap into topics like password breakups, binge watching, and they always write posts with major personality. Check out this hilarious, albeit a bit creepy, Tweet that went practically viral:
- Wendy’s has one of the funniest Twitter accounts out there, but they also aren’t afraid to push the envelope. Take this Tweet for example, where they make it very clear what makes them stand out from their competitors:
- Free People knows that their customers love their clothes, but they also know how to tap into their audience’s lifestyle. This Instagram post really speaks to what’s important to the customer (living a free and easygoing life in comfortable clothes) through the photo alone! Hint: your voice can be more than just words! Imagery is an excellent way to capture your audience and create a voice that’s memorable to your brand.
When it comes to finding ways to develop the voice of your business, we believe it’s important to be true to your brand and connect with your customers – find your voice and be consistent. By utilizing the guidelines we’ve laid out above, you can work to create the best possible voice for your company. If you need help defining your voice as a business, reach out! Aspen Grove Marketing employs some of the most talented and intuitive writers and communicators in Northern Colorado, and together we can develop the voice of your business!