Many successful brands are recognisable simply because they exhibit a clear, consistent personality and purpose across channels. It's their brand voice. For small businesses looking to develop a more recognisable brand, you need to think about your own brand voice.
This voice ought to be your own, and purposeful, deliberate and consistent across all channels. With eCommerce sales reaching new heights in 2021, it's highlighted the importance of a brand voice that is effective online. Building an interesting brand voice requires focus and commitment; here are a few key considerations if you're setting out to create yours.
Benefits of a strong brand voice
Your brand’s identity centers around its voice – the voice that provides customers a feel for your company's values, mission and personality. This voice will help humanise your brand and make it easier for customers to connect and relate with you on a more meaningful level. In competitive industries, it has never been more important to ensure you stand out and connect with your customers. Your brand voice is a great way to build this connection and differentiate yourself.
Having a regular voice across every offline and online channel can help build brand recognition which, ultimately, can result in increased loyalty and trust. For example, when a customer who typically only interacts together with your business on social media receives an e-mail from you, if the brand voice is consistent and recognisable, it's easier for them to identify it and trust that it's a legitimate email.
From your name and web site design, to your delivery and the platforms you utilize, brand voice consistency ensures your audience is aware of who you are, no matter where or once they interact with you. This is the case for your website, social media, email marketing and then any other customer touchpoint.
Creating a brand voice to fit your audience
When creating your brand voice, carefully assesses your audience and consider how to best engage with, and appeal to, them. Think about, for example, their age or socio-economic background. For instance, if your audience are Gen Z, a casual light-hearted tone could be effective, and when they’re Baby Boomers you might want to consider a casual, informative voice.
Think also about how exactly you want to be perceived as a brand, do you want to be witty, educational, supportive or something else entirely? Do you plan to engage together with your customers using stories, anecdotes and examples, or is it better to keep it simple and get straight to the point? While consistency is essential, so too is regularly measuring the effectiveness of your voice. If it's not resonating, or if your business is growing or evolving, think about how to refine it.
When building your brand voice, stay true to your business' values. Communicating with your audience in a genuine and value-driven manner might help your customers understand your business better and, therefore, create a deeper affinity to it. After all, people respond to authenticity, an essential trait many businesses are endeavouring to construct today. It’s vital that you remain honest together with your intentions, consistent with your communication and authentic with your delivery.
Developing a strong brand voice might help your small business cut through the noise, leaving a notable impression together with your target audience. If everything is consistent from the words you use when answering a customer online, to the tone in your website and marketing materials, it will help you create a recognisable brand voice that resonates together with your customers.