In a conversation with my boss yesterday, he said something that struck me. Quickly I jotted it down and told myself I’d research more on it and write about it.
It is something so simple and common that we have gotten so used to but no one seems to see the ingenuity there.
What do you think of each time you hear the sound of metal clicking together in a rhythm? An Aboki tailor or nail cutter. Even a cobbler.
Simple but powerful marketing. They do not need to say a word, shout or hawk themselves like your Okpa or Ewa goyin seller would do.
But you see their scissors and metal? That’s all they need for promotion.
Simple psychology. Each time you hear that sound, you already assume it is them.
Your business needs a brand voice.
Brand voice is the distinct personality a brand takes on in its communications. It is what your customers identify you with. You do not need to shout for them to know it is you. They already recognize your brand voice from afar.
You cannot build a distinct brand personality without a brand voice. How you write, how you communicate and how you appear to your audience. Your market alone does not give you a brand. No matter how good your products are. Your written content needs to carry a distinct identity just like every other element of your brand. That is what stands you out.
Statistics have shown that 40% of what makes a brand stands out is their voice. Your presentation and personality comes next.
To get your brand voice in order you’d need to do the below listed 5 things.
1. Create a document guide.
To begin, you have to document just how you want your voice to be. It could be by the copies you write, how you word your marketing or how you generally write whatever reflects your brand. It is necessary to set a template so you do not have a scattergun approach.
2. Audit your current voice
Take a look at your current voice, review your posts, writeups and your communication patterns and you’d have an idea on which style best suits you. Is it humor and cheekiness or poise and business like? Your audit would show you the best voice that suits your brand and the one your audience best responds to.
3. Identify your audience
Just to be sure you’re not using the wrong voice for your audience, you would need to identify your brand and how best to speak to them. You cannot use the same voice that would appeal to GenZ for people born in the 90s or 80s. They might not relate with it. A few might, but the majority would not. That is why you should identify your audience.
4. Know your tone
In relating with your audience, you have to know which tone fits different scenarios. Your brand tone is quite different from your brand voice. Your brand voice is simply what you say while your tone is how you say it. The way you would speak to a customer that may want to buy something for the first time, would be different from the way you speak to a returning customer. Same way the way you write your business posts would be different from how you respond to customer complaints and reviews.
There are times you would want to appear cool, calm and collected to your customer. And there are times you would want to appear excited, chatty and playful. When pitching to a lead, you would want to sound and appear as an expert in what you do and sell. All that is your tone in action. Know which to use at the right time.
5. Review, Refine & Adapt
Creating a brand voice is not a one time effort. It will take you reviewing and refining your voice to get the perfect fit. And even when you do, you’d continuously need to adapt to new market voices to stay in sync with trends. The way people communicated 5 years ago online with abbreviations are not in vogue anymore today. During the covid year, there was a marked difference in how brands communicated and appeared to their audience. Time, events and happenings change market voice so you would need to keep to trend.
To be successful at defining your brand voice, you’d need to take a look at brands in your niche and industry and then model your voice organically to promote your business.
Do you have a brand voice?