BlogThe Importance of Creating a Brand Voice

April 4, 2018

When you implement digital marketing into your business strategy there are so many different things to remember and different marketing areas to focus on.  Most companies dish out a lot of money to create brand awareness for their business so anyone can easily recognize them. Plenty of companies do everything they can to ensure that their products or services are promoted on all popular channels.  But one big mistake that most companies make is to fail to create a brand voice.

What is your brand voice?

Your brand voice is the way you say things, talk about things and the way people talk about you.  Your brand voice is one of the most important parts of your brand since it communicates your values, beliefs, principles, and way of doing things to the audience.  Your audience also recognizes your business through your brand voice.

Why is a brand voice so important?

Your brand voice sets the tone for online marketing and can even set the tone for your company vibe. When your brand voice is out of tune your business image can easily sustain damage.  According to statistics, 81% of Facebook audiences will stop following your business or un-like your page if your brand voice isn’t steady. It is also true that 97% of e-mail marketing content is immediately marked as spam because the brand voice in e-mails is too generic or if the voice isn’t stable.

Why it is so hard to create a perfect brand voice

Creating a brand voice for your business is kind of like creating characteristics for a fictional book character.  The audiences immediately identify the fictional character and know what to expect from the character. The same goes for your business.  Your brand voice creates an identity for your company.

It is already hard enough to create an identity for a materialistic entity like a company but your brand voice should also be in tune with your customers.  The way you talk about your business and communicate with audiences should match the general vibe or preferred communication vibe of your audience with regards to age, gender, culture and more.  For example; the brand voice of business to business companies tends to be goal-oriented, focused and professional. The brand voice of business to consumer companies can be more focused on fun and adventure kind off the way Coke promotes to their audience.

Brand voices can also vary between business types within a specific sector.  Different company to consumer businesses will have different brand voices based on their services.  A good example is your local bank compared to a local fashion store. The bank will have a much more professional and business-like brand voice while fashion stores are much more focused on style, image and look great and can be a lot more casual with regards to content.

Tips to help you develop a unique brand voice

Creating a brand voice isn’t going to be easy but it is absolutely necessary if you want people to see your business as an individual identity.  The first thing you need to do is consider your services. Do you provide highly professional services such as accounting or are your services more casual of nature as in with accessories and gadgets?  The next thing to do is to consider your target audience. What are the age and marketing preferences of your target audience? Youths tend to prefer a casual approach where seniors prefer a professional approach.  With these factors in mind, you should be well on your way to creating a good brand voice that suits your business and audience perfectly.

The right brand voice makes it easier to engage customers and to capture their attention.  It might even be wise to use a professional digital marketing company to help you establish your brand voice so you can build your company on a solid foundation.

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