I am a brand. Hear me roar.
Defining who you are as a brand can be difficult. Some brands are unsure of their identity, others know who they want to be and how they want to come across. Brands run into the most trouble, however, when it comes time to translate their ideas and mission statements into actual content. Let’s look at a couple of ways you can improve your brand voice.
Prioritize consistency across mediums.
You sound funny and lighthearted on your website but you’re serious and formal in your Facebook posts: why is that a problem? what’s the big deal? Well, when you present an inconsistent image to your clientele, it’s confusing and can make customers feel like they don’t know you or (even worse) don’t trust you. To prevent inconsistency, figure out how you want to be perceived and then breathe that voice into everything. For example, if your website is catchy and trendy, carry that tone over into your social media posts, replies to comments and emails, marketing materials, etc. Work hard to match and incorporate that “voice” throughout your brand.
Remember: the little things are the big things.
If someone posts a question about your product such as “does this product contain gluten?” you should be the first one responding, perhaps like this: “We are proud to be a gluten-free company.” Your replies to questions should be respectful, prompt, and informative. Never make a customer feel stupid or ignorant for simply asking questions. (That’s a surefire way to lose a customer.) Your customers should never feel tricked, embarrassed, or neglected. They should feel like your top priority, and it’s up to you to communicate that in your response’s timing and tone. It’s quite a powerful responsibility! Every brand must strive to maintain a voice that is kind.
You do you.
Lastly, try not to get too caught up in how everyone else is doing things. It’s great to glean wisdom from more experienced brands. But every brand is different, and every customer is different. What works for one brand may or may not work for another. Be true to yourself as a brand. Customers are attracted to brands that are confident and laser-focused. The less looking around you do, the more unique you will be. And the higher the chance you’ll offer something to your customers that your competition won’t! Being genuine is one of the most powerful things you can do to grow your brand voice.