In today’s era of digital everything, having your brand’s voice consistent across all platforms is more important than ever. The world is changing, and customers feel like they are in good hands when a company has a clear and consistent tone of voice across all of their communications. There is also a massive flow of companies who have just recently needed to build an online presence, so a distinct and developed message is necessary to make your brand be remembered above the rest.
Consistent Brand Persona
If your audience can tell it’s you from just your text– without logos or images around– you have successfully built a consistent brand persona. Having personality behind posts and updates builds an emotional connection between the company and its customers. If customers feel like you care about them and care about their problems, they are much more likely to engage with your company and ask for help, going to you for the solutions they need. And knowing that they can expect success will bring back customers again and again. This trust can be built through a consistent tone of voice. For example, across email communications, website updates, and all types of social media posts. A tone that varies between content might work. Facebook is used for connecting with long time customers, while Instagram is being used to bring in new or younger customers. Overall consistency is still important across these different outreach goals.
Analyzing your audience is the first step to developing your brand. Look outward at what people interested in your topics want and need; create an audience persona of their interests, hobbies, and difficulties. Then you can look inward and make sure your company culture directly caters towards helping your customers. How you communicate with your audience, like the brand’s word choice and how the business places important words, directly shows the company’s values and personality.
How people make a choice
People choose companies with the same values and passions as them, so it is important to have clearly defined values revolving around why the company was made, who you were made to help, and who you are standing up for in the foreground of all your actions. This, along with a clear mission statement, can lead to a solid brand persona– who your brand would be if it was a person. For example, Skype feels that they are a big group hug around all their customers. From here you can finally craft your tone of voice: is this company traditional or progressive? Exclusive or accessible? Corporate or friendly? Serious or funny? Understated or bold? Familiar or disruptive? Successful brand strategies are often empathetic towards all their customers, and find the right balance between casual and professional. An overly casual tone of voice can give users a first impression of limited experience, but too professional of a tone can feel harsh and cold.
Getting a big group of content writers to write in the same tone of voice can be tough, too. When creating content, it’s good to have set tone of voice guidelines for all team members. This guideline can refer to, with tips and writing samples about how pieces should sound. Wix, a popular website building tool, decided on 7 phrases to define their voice. For instance, clear and concise but not dull, tech-savvy but not technical, and tell but don’t sell. Other examples; professional but not corporate, informative but not overwhelming, inspiring but not over promising, and fun but not silly. This group of balanced adjectives has worked for them. One of their competitors, Squarespace, has very different brand guidelines on their website. Squarespace’s brand guidelines are just a list of about three good things their writers should do, and a much longer list of what not to do. Both of these companies are very successful despite almost opposite brand strategies, but you can tell that the two companies leave users with different feelings.
Crafting your brand’s tone of voice to reflect your company’s mission, culture, values, and passions will create an unforgettable experience for customers, making them want to keep coming back. Making your audience feel at home through consistency behind this tone of voice is key to standing out among competitors.
Marketing Relevance can help you with creating a brand that will increase ROI and leads to your website. Contact us today or call 847-259-7312 to get the process started.