A strong brand voice can take a company to the next level. But, contrary to this, a poor brand voice can be off-putting for customers. How, then, can your business get its brand voice right?
The first step in developing a strong brand voice is to know your audience. This includes both existing customers and potential customers that you may want to target with a new campaign.
There are many ways to conduct customer research, from web analytics to surveys and interviews. As well as identifying the strengths of your current branding, consider any weaknesses or areas for improvement. And make sure to include feedback from each market segment you hope to reach.
Your ‘brand personality’ should appeal to your target customers and fit with your corporate values. It could be formal and serious. Or it could be informal and irreverent. It all depends on your company.
A good tip here is to come up with three words that embody your brand. You can then use these as the basis for your brand voice. For ProofreadMyEssay, for example, we might choose to use:
To succeed in business, you company must stand out from the competition. Part of your brand voice research, then, should involve looking at what similar companies are doing.
But while it is fine to take some inspiration from competitors, don’t just copy them! Instead, think about what makes your company unique. How do you differ from your competitors? What do you offer that they don’t? You can then use this to guide your brand communications.
Consistency is a big part of developing a strong brand voice. Ideally, everyone at your company involved in communications – from marketing campaigns to social media – will have a good understanding of your brand voice, target customers and business goals.
Subscribe to our newsletter and get writing tips from our editors straight to your inbox.
To make sure your content is consistent, then, you may want to create an in-house style sheet or guide. You can then share this with anyone who creates content for the company.
Developing a brand voice is an ongoing process. As such, you need to keep track of how customers react to your marketing and adapt your brand voice to ensure continued success.
Keep in mind, too, that your company has a dynamic, evolving relationship with its customers. A campaign or promotion may be successful once, but if you repeat the same thing over and over it may become annoying. Ideally, then, you will know what customers want even before they do.
The key here is to seek continuous feedback from your audience. Some of this may be from surveys and interviews, but it can be as simple as engaging with and monitoring people on social media.
A strong brand is crucial for any company. To make sure yours is right:
These tips can inform every element of your business writing. And if you’d like help making sure your marketing material is up to scratch, let us know.
Δ
3-minute read
Google Docs is a powerful collaborative tool, and mastering its features can significantly enhance your...
2-minute read
If you’re writing about health issues, you might need to reference the Centers for Disease...
5-minute read
Introduction If you’re involved with ecommerce, you’re likely familiar with the often painstaking process of...
Are you interested in learning more about the role of a content editor and the...
4-minute read
Proofreading is important to ensure your writing is clear and concise for your readers. Whether...
Creating presentations can be time-consuming and frustrating. Trying to construct a visually appealing and informative...