Your business may have plenty of great things to say to customers, but if you don’t say it in a way that aligns with your brand, it may fall on deaf ears. American author Maya Angelou once said, “People don’t always remember what you say or even what you do, but they always remember how you made them feel.” Businesses do have the power to make their consumers feel a variety of emotions. If you want to make a positive and lasting connection with your target audience, make sure you’re accurately speaking your brand’s voice.
Understand your tone
Knowing exactly what your business’ tone and voice should sound like will set you on the right path to properly speaking your brand. If you’re not sure what your brand’s tone is, take a few moments to ask yourself some questions. Are you business to business, or business to consumer? B2B may have a more professional, no-nonsense tone, while B2C often has more wiggle room to sound relaxed and conversational.
Who is your company selling to? Taking into account a business’s target demographic will help define your brand’s tone. Take the headphone producer Skullcandy for instance. They sell headphones with graphic prints to younger audiences who align with counter-culture ideals. Their brand’s tone and voice is young, trendy, and always evolving, just like their consumers.
Adjust your voice accordingly for different marketing goals
Getting a better feel for your brand’s tone and voice is only part of the equation. Knowing your brand’s intentions will take you a step further. Your marketing goals will inform what your brand voice should sound like. Are you hoping to build brand awareness within social media circles? Your voice will probably need to sound more relatable, conversational, and fun. Do you want to gain your consumer’s trust through online reputation management? You’ll likely take a professional, courteous, and amicable voice in these instances.
Relate with relevancy
The best way to connect with audiences is to get on their level and see how your business can relate to them. What kinds of problems or dilemmas are they facing? What makes them laugh? What interests them? If your business services local customers, you can share articles and write blog posts about what’s going on in the community, and incorporate your business’ take on the matter, if applicable. If you’re a national brand, widen your scope and talk with your audiences about national news and happenings. Be sure to always keep your brand’s tone in mind, however.
If you want to take your brand voice to new levels, talk to the professionals at Leave Me On Hold.