Have you ever noticed how one word can have several different meanings depending on the tone of voice used? Just think about the many meanings of the word “fine,” from “he looks fine” to “I’m FINE!” and all the variations in between.
The same is true of your brand. How you communicate with your customers is as important as what you communicate. Building a consistent brand voice can inspire customer loyalty and help you stand out from the crowd.
Here are a few tips to help you identify and refine your brand voice:
1. Start where you are
First, take a look at your recent content, like your latest Instagram posts. Which ones inspire a fist pump because they perfectly express your brand? Which ones make you cringe because you really wish you had said that differently? Once you’ve sorted them into buckets of likes and dislikes, see what your favorites have in common.
Next, see what your audience thinks. This is too important to guess about; get the facts with a social media audit. Which posts are engaging the audience? What do they have in common? Which posts are falling flat? What characteristics do they share?
2. Write it down
As you study what works (and what doesn’t), keep an eye out for trends. It can be helpful to make columns of words and phrases that resonate and those that don’t, so you know what to use or avoid in future. Not only does writing it down help solidify your style, but can also serve as a benchmark so you can make sure you’re staying on brand.
Include tone and style in your notes. For example, is your brand friendly and conversational, intellectual and authoritative or something completely different? Do you use short, snappy phrases or formal sentences? Every bit of information helps inform your voice.
Think about your customers and their communication style. What words and phrases do they use? Speaking their language helps them identify with your brand. If you’re not sure what your customer would say, maybe you need to get to know them a little better.
3. Be consistent
Once you’ve established your brand voice, don’t go all Jekyll and Hyde on your customers. Having one personality in one post and a completely different one in the next will confuse and unsettle your audience. Ideally, they should recognize who’s ‘speaking’ to them even before they see your name or logo. That familiarity and consistency helps to cultivate trust with your brand.
Do you need help finding or refining your brand voice? Set up a FREE consultation with our team!