Businesses work for years to develop the perceived tone, aesthetic, and personality of their organization. This may be known as the brand's “voice.” Before, during, and after investing time and effort into something as specific and important as a brand voice, business owners may want to make sure that it is effective and reaching their target audience. How do we evaluate the potency of this brand voice? And how can we make sure it’s being heard by the right people?
How Do You Identify a ‘Brand Voice’?
Vervology defines brand voice as the way in which a brand distinguishes itself from others and the personality it takes on while doing so. It is the organization’s unique way of communicating through the use of graphics, text, pictures, designs, etc. This may reach beyond marketing and reflect your customer service or internal communications strategy.
How To Make a Brand Voice Successful
Brands are all about creating connections with the target audience. How you create this relationship with your customers is greatly dependent on brand voice, particularly for the ever-important first impression. Successful brands can be viewed as an individual person with a recognizable personality that your target audience enjoys interacting with. Therefore, a successful brand is born through distinct style, personal messages and experiences, and engaging communication.
Elevating Brand Voice
Read the Room
It’s important to know what type of content your customers will react to — and what that reaction will be. Do an analysis of your audience to understand their values. This can be achieved through surveys and questionnaires, as well as data analysis of the demographics and psychographics of your target audiences.
Optimize Content For The Most Amount of People
While it remains important to personalize your messages to your target audience and keep it laser focused, it’s also necessary to keep these messages more open as well. It may seem like you’re actually trying to narrow your content matter, but in fact, it’s just the opposite. Messages should be relatable to your customers, but approachable enough that new customers feel welcome to join your community and the conversation.
Consistency is Key
The brand voice that you have worked so hard to develop should be spread across all of your business’s personas. This seems straightforward, but it can be tricky if there are different voices writing in their own personal style. In 2019, Lucidpress found that, on average, businesses can see revenue increases of 33% by presenting their brand in a consistent manner.
Anyone who communicates on behalf of your organization should have a firm grasp on what the brand voice is and be able to demonstrate this understanding. Inconsistency can be confusing to customers, as they are not sure what to expect from your brand during interactions. Then, your efforts may appear to be disjointed between communication methods.
Learn and Adapt
While you may plan ahead, your brand voice will likely change over time. That will often be dictated by your audience’s reactions and interactions with the brand. Changing interests and priorities among this group will warrant a revamp in the way you communicate your business. It is important to be open to this. Customers will always appreciate you being in-touch with their needs and wants.
A brand voice itself may seem abstract, but personalizing this concept, making it your own, and sharing it with your audience are key to successfully making your business’s voice heard.