Constructing your brand’s voice is an art form. The importance of establishing and cultivating your brand’s persona, its character, and its narrative cannot be overlooked when developing the marketing strategy for your brand. Your audience will take note of and become familiar with your brand’s voice, and you absolutely want your customers to enjoy their interactions with your brand and content.
Finding your brand’s voice is a journey. You not only have to decide how to convey your marketing messages but also how to share your personal belief in your brand’s product or service. The most popular brands create a distinct voice that represents their values along with what is being offered to consumers. More than half of all consumers regularly respond in surveys that their inclination to purchase or recommend a brand is based on the brand’s reputation even more so than on its actual product and service. When people becomes interested in and form a relationship with a brand through the way it communicates and is marketed, brand loyalty flourishes.
The content that supports brands on their social media domains is an incredibly vital aspect in shaping brand character. The power of social media as an agent of communication between consumer and brand must be utilized effectively to enhance brand voice and reputation. In this regard, Taco Bell’s Twitter feed is a thing of beauty – trust me, you will not regret reading some of Taco Bell’s interactions with the fast food company’s audience. Although Taco Bell may not offer the healthiest of menu options, the company uses its social media to interact with people and achieve a likability that is scrumptiously appealing. It also uses the platform to glean changing tastes of its consumers, as well as determine what items might be losing ground.
If you’re looking for a starting block to enrich your brand’s voice, this Mashable article suggests four tips that are solid foundational tactics for establishing brand voice: first, know who you’re talking to; consider your familiarity with the person on the receiving end; come up with a banned word list; and finally, when in doubt, err on the side of approachable and conversational. These four tactics are good general rules to consider when you’re developing your brand’s personality. Definitely have a read and define your own rules for creating the voice of your brand.
A brand with a strong, positive, and genuine voice will resonate with consumers and make them remember the quality of the message as well as your brand’s marketing finesse. Through your brand’s voice, your audience will be able to identify your brand among others and feel attached to its message. Consumers recognize and enjoy creativity and humor in brand interactions, so don’t be too timid to let your brand’s voice be vibrant.
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