In an age that is marked by brands that are savvy in every aspect, whether it is a company that sells salt or one that offers cutting-edge software, budgeting for content marketing is a given. While you too must add this to your marketing strategy, it is important to not just go through the motions. Only when you put in serious thought into your content marketing efforts will you be able to achieve measurable results.
One key area that you should pay attention to is brand voice. Why is this important? For a number of reasons. It sets your brand apart from its competitors, builds trust amongst your audience, creates a positive brand image and ensures that your voice is consistent across the board. If you don’t define your brand voice, it will create a noticeable disconnect. The content you create, as well the money you spend on it, will simply exist instead of creating an impact, generating leads or influencing purchase decisions.
To ensure that you are doing the best you can, craft the right brand voice first. Look into factors such as your target audience and your mission, define brand personality and product/service segment to arrive at a unique, appealing brand tonality.
Here are the few things you must keep in mind.
Start by answering fundamental questions
While you are trying to develop a brand voice, think of it as a person. This will help you give shape to the personality, and establish traits that the personality possesses.
Also think about the values of your business and answer questions such as:
- What was the idea behind setting up your business?
- How are you different from your competitors?
- What is your brand’s USP?
This will help you define a brand personality and voice that is true to your company. Depending on the product or service you sell, your brand tonality will be that of a guide, mentor, friend or a seasoned expert.
Tailor your voice to address your audience
When you are creating a brand voice, you need to know who your target audience is. If you don’t focus on this aspect, no matter how strong your communication is, there is bound to be a serious disconnect between you and your audience. So, whether you’re targeting children, teenagers, millennials or seniors, be sure to understand the communication they respond positively to. Focus on addressing their needs, demands and perspectives for maximum impact.
Be concise and clear
Next, take precautions so that all your communication is in line with the voice. In addition, regardless of the quality of your brand voice, you don’t want to use too much lingo, or technical jargon, as this can be alienating. Instead, walk the path that sits right in the middle and is clear, concise and relatable. Regardless of whether you are crafting information for a newsletter, emailer or social media post, your communication must be sharp, concise and true to the brand voice. Eliminate any language that is vague, ambiguous, offensive or that can be misconstrued.
Yes, the same message may not work on Facebook, Twitter and LinkedIn, but your overarching tone must be consistent throughout. One consistent voice, regardless of the medium, ensures that the recipient has no doubts about who you are and what you stand for. A fragmented voice is likely to confuse your audience, and won’t help you build brand image or brand recall as you intend to.
When working on your brand voice, be sure to keep these factors in mind. While it does involve spending a little extra time, it will go a long way in ensuring that your communication has the desired impact.
For a brand voice strategy and content marketing, get in touch with us!