Many successful brands are recognisable 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, it’s important to think about your own brand voice.
This voice should be your own, and purposeful, deliberate and consistent across all channels. With eCommerce sales reaching new heights in 2020, it has highlighted the importance of a brand voice that is effective online. Building an engaging brand voice requires focus and commitment; here are some 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 gives customers a feel for your company’s values, mission and personality. This voice can help to 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 consistent 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 with your business on social media receives an email 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 website design, to your delivery and the platforms you use, brand voice consistency ensures your audience is aware of who you are, no matter where or when they interact with you. This is the case for your website, social media, email marketing and any other customer touchpoint.
Creating a brand voice to suit 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 example, if your audience are Gen Z, an informal light-hearted tone could be effective, and if they’re Baby Boomers you might want to consider an informal, informative voice.
Think also about how 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 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 important, 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 can help your customers understand your business better and, therefore, develop a deeper affinity to it. After all, people respond to authenticity, an important trait many businesses are endeavouring to build today. It’s vital that you remain honest with your intentions, consistent with your communication and authentic with your delivery.
Developing a strong brand voice can help your small business cut through the noise, leaving a notable impression with your target audience. If everything is consistent from the words you use when responding to a customer online, to the tone on your website and marketing materials, it will help you create a recognisable brand voice that resonates with your customers.
Tamara Oppen, Managing Director, GoDaddy Australia