Finding The Right Voice for Your Marketing Message
With everything happening in the world today, sometimes it may seem that you’re walking on eggshells. The need to please other people is your responsibility as a brand. After all, you wouldn’t have a relationship with your customers if they weren’t pleased with you. You see, your brand is the public face of your business.
Now, the dilemma is, as a brand – you must stay consistent with your voice and find the right tone. This blog is all about finding your voice to market your brand. How do you find the right voice to market for your customers? You can find the voice and tone in 4 steps.
This isn’t just about demographics, look past that. We need to take a deep dive into what your product is and who will need it and buy it. Take into consideration other traits of your target audience, think more along the lines of their mindset. For example, if your company is offering financial services, legal services, or healthcare-related, you definitely wouldn’t want to have your brand voice be funny and quirky. People interested in these services want to know that you take their finances, legal issues, and healthcare very seriously. They aren’t laughing matters by any means. Basically, be serious if your products are serious. Now, if you sell food – sure, you can come up with some funny messages in your marketing with no problems.
Picture your Brand as a Person
Let’s refine your tone. Ask yourself, If your brand was a person how would you describe their personality? Start to think about what the brand would wear, a suit or casual wear? Start writing down adjectives that would describe your brand if it were a person because when you start to think of your brand more as a person; it makes it easier for you to determine what type of tone you need to pursue.
Think about your logo, is it a more serious-looking logo? If so, your voice should match that. If it’s a silly looking animal, feel free to be funny. Brand consistency ensures that your identity feels natural. Everything works together to maintain the chosen tone. Just remember, if you reinvent your logo or business – don’t forget to do the same for your voice and tone – stay consistent.
Every marketer knows that it’s important to research your competitors and see what they are doing themselves. You don’t want to be the same, you want to stand out. So, what voice are your competitors using? If it seems to be the same serious tone you need to use for your brand too – think of other avenues to stand out. Maybe focus your voice on an area of your industry where the competition isn’t. Use different vocabulary to stand out. When you really sit down with your team, think of ways to be different but still be ‘you’.
It’s a lot of work to keep up with everything. Set your voice, set your tone – don’t be afraid to stand out and be different – but keep your audience top of mind. And if the voice and tone you are seeking don’t seem to be working for you, let us know. We’re here to help.