Having a distinctive brand voice for your business is essential to converting and keeping customers. It establishes a unique identity, helps build trust, and creates brand loyalty. Not sure what a brand voice is? Check out the first part of this series to learn more.
Ready to create a distinctive brand voice for your business? Follow these 6 essential steps:
1. Determine Your Values and Goals
Determining your business’ values and goals is a critical step to developing a strong brand voice. Having clear values and goals can guide decision-making, shape your company culture, and attract like-minded customers and employees.
Start by defining your values. These are the guiding principles that determine how your business operates and how you interact with stakeholders. What core values do you want your business to embody?
Next, envision what you want your business to accomplish long term. Where do you want to be in the next 5, 10, or even 20 years? This vision will serve as a guiding light for determining your values and goals.
At Simply Clear Marketing, we help clients assess the current state of their business by evaluating strengths, weaknesses, opportunities, and threats. This analysis identifies areas for improvement and what to focus on when setting goals.
When it comes to setting goals, we encourage people to get SMART by being Specific, Measurable, Achievable, Relevant, and Time-bound. SMART goals provide a framework for setting actionable objectives.
Then we help break down your long-term vision into smaller, manageable steps that can be measured and tracked. This ensures that your goals are aligned with your values and have a clear timeline for completion.
We often recommend that businesses and organizations involve key stakeholders, such as employees, customers, or donors, in this process because their input can provide valuable insights and different perspectives that enrich your decision-making.
It’s also important that you regularly review and assess your progress toward achieving your goals and living up to your values. That way you can make adjustments as needed, as well as address changing business trends and priorities.
2. Identify Your Target Audience
Who is your audience and what do they want? Understanding this will allow you to craft your overall brand voice and tailor messaging so it resonates with them effectively.
The Simply Clear Marketing team does this through several processes:
- Conducting market research. This can include gathering demographics such as age, gender, location, and income level, as well as psychographics such as interests, values, and behavior patterns.This data will provide insights into who your ideal customers are and what they need.
- Creating audience avatars: Once we’ve collected data from market research, we use it to create buyer avatars or personas. This is a fictional representation of your ideal customer, including details about their background, goals, challenges, and preferences. Creating detailed buyer avatars will help you understand your audience’s needs, motivations, and pain points.
- Analyzing existing customers. We look at clients’ existing customer base to identify common traits and characteristics. This includes analyzing data from your Customer Relationship Management (CRM) system to gain insights into who your current customers are and why they chose your brand.
- Using social media insights. Social media platforms provide valuable insights into the demographics and interests of your audience. We use the analytics tools on social media platforms to understand who is interacting with your brand, what content resonates with them, and how they engage with your brand.
- Seeking feedback and conducting surveys. We help clients engage with their audiences directly by seeking feedback and conducting surveys. This can be done through email, social media polls, or customer interviews. We craft questions to gather valuable information that will help you refine your target audience profiles.
3. Develop a Clear Brand Personality
Your brand personality draws on your business’ values and characteristics, enabling you to establish a unique and recognizable voice in the market. Here are some questions to think about when forming your brand personality:
- What sets your brand apart from competitors?
- What do you want your brand to represent?
- Is your brand sophisticated and elegant?
- Playful and adventurous?
- Professional and reliable?
Make sure to choose specific personality traits that align with your values and appeal to your target audience.
By developing a clear brand personality, you will have the foundational elements you need to develop your brand voice, including tone, language style, and key messaging points.
Your brand personality should also be consistently expressed through all verbal and visual elements, including your logo, color scheme, typography, and overall design. We will dive into the visual elements of brand development in our next free ebook!
At Simply Clear Marketing, we recommend establishing brand guidelines that include all of these components.
4. Craft a Unique Brand Voice Through Tone and Language
Your brand voice will use tone and language to shape how your audience perceives and interacts with your business. Keep your brand personality in mind when choosing an overall tone. Do you want to be friendly and conversational, or formal and authoritative?
You should also consider your industry and niche when selecting the kind of language you want to use to communicate with your customers. Different industries may require different approaches.
For example, a brand in the fashion industry might use more trendy and fashion-forward language, while a brand in the finance industry should opt for more professional and informative language.
Consistently using the same tone and language across all your communication channels will build brand recognition and trust.
It might be tempting to jump on the social media bandwagon when a new meme starts trending, but don’t do it! Stop. Think. Does it align with your brand values and brand voice?
However, that doesn’t mean your brand voice should be stagnant. You should regularly test and refine your communication efforts to ensure that they effectively resonate with your audience.
Pay attention to feedback and adjust your tone and language accordingly. Regularly assess and update your brand guidelines to keep up with evolving language trends and audience preferences.
5. Build Trust and Loyalty Through Authentic Communication
Authenticity is key to establishing a genuine connection with your target audience and creating brand loyalty. Here are some strategies for authentic communication:
- Be transparent. Share honest and accurate information about your products or services, pricing, and business practices. Avoid exaggerations or false claims. When customers feel that you are open and transparent, they are more likely to trust your brand.
- Show empathy. Understand your customers’ needs, challenges, and emotions, and communicate in a way that makes them feel heard. Show genuine concern for their satisfaction and make an effort to address their issues promptly. When customers feel understood and valued, they are more likely to trust and remain loyal to your brand.
- Use genuine language. Avoid using jargon or complex language that may alienate or confuse your audience. Instead, use clear and conversational terms that reflect your brand’s personality. Be relatable and use words that your target audience can understand.
- Encourage customer feedback. Actively seek feedback from your customers and value their opinions. Provide multiple channels for them to express their thoughts and suggestions, such as surveys, reviews, or social media platforms. Respond to feedback in a timely and respectful manner, showing your commitment to continuously improving your products or services based on customer insights.
Share stories and experiences. Share authentic stories and experiences that humanize your brand. Highlight real-life examples of how your products or services have made a positive impact on customers’ lives. Incorporate customer testimonials or case studies that showcase the value and authenticity of your brand.
6. Implement Your Brand Voice Across all Channels
As we touched on above, the first step to implementing your brand voice should be creating comprehensive brand guidelines that define your brand voice, including tone, language, and style preferences. These guidelines serve as a reference for your team and external partners, ensuring consistency in communication across all channels.
You can use them to educate your employees and stakeholders during the hiring process or in training sessions or meetings. This will enable everyone responsible for creating content to consistently maintain the brand voice in their respective roles.
Establish an approval process for all brand communications by having key people review and provide feedback on content before it’s published or distributed. This helps to catch any deviations from your brand voice and gives you time to make revisions.
Doing this ensures that your brand voice remains consistent and impactful across various marketing channels and touchpoints.
Case Study: Uta Birkmayer and Rocket Masterminds
Uta Birkmayer, an experienced life and career coach, reached out to Simply Clear Marketing to find more potential business professionals for her Mastermind groups. Rocket Masterminds and Rocket XBA give C-level leaders and managers the tools and support they need to succeed, both personally and professionally.
Our team developed a distinct brand voice and content plan for Uta’s personal LinkedIn account so she could attract, educate, and network with potential members for her Central Coast group. SCM has helped Uta get promising leads by telling her unique story through high-quality content that drew from her childhood in Germany and international career as an adult.
As you can see, a distinctive brand voice is essential for long-term success in today’s competitive business landscape.
Throughout this ebook, we have explored various strategies and techniques for developing a unique brand voice. But remember, cultivating a distinctive brand voice is an ongoing process. It requires continuous monitoring, analysis, and adaptation to align with evolving customer preferences and market trends.
We hope this free ebook has provided you with valuable insights and practical tips! Need help developing your brand voice? Contact the experts at Simply Clear Marketing.