The content on your website, the copy in your ads, and what you post on social media as a business are all far more than just words on a screen. Everything you put in front of your customers creates an impression and the tone, wording, and presentation you use are vital to creating the right one. Luckily, JumpSIX Marketing is here to help. In this blog, we’re going to examine the importance of finding your voice when it comes to branding, and the image you create for customers or clients.
Who Are You Talking To?
The whole reason you’re creating a voice for your brand is to appeal to people. So, who are you trying to appeal to? Who is your voice talking to? Defining your target audience is the first major step in cultivating the way you present your message. Their age, gender, the kind of place they work, where they live, who they hang out with socially — these are the kind of things to think about when you’re defining your target audience.
Make Your Brand Somebody
An effective creative exercise that JumpSIX Marketing suggests you try when you’re trying to find your voice is to personify your brand. Think about your company, your services, your internal culture, your presentation, and turn those things into an imaginary person. What do they look like? How do they sound? How do they present themselves to others? This is an imaginative and active way to create a defined, identifiable voice for your brand.
Create a Client
A similar exercise that can work just as well is creating an imaginary “ideal” customer. Once again, asking what they look like, how they sound, how they act and speak can all be helpful. Just be careful that you don’t end up working backward from the person you make up, or you may end up trying to appeal to a stereotype rather than a real person.
Defining the Rules of Staying On-Brand
Combining these exercises, along with good research and engagement into your targeted demographic, can help you create a well-defined voice. Now you just need to make sure you stick with it. It can be easy for an overall voice to become inconsistent, especially if you have a larger company with multiple people managing engagement, marketing campaigns, social media, and however else you communicate with the public.
JumpSIX Marketing recommends you create an internal style guide for people to refer to. This should not only contain broader, bigger ideas like the general tone but specific stylistic instructions. For example, do you want people to use contractions in your copy? Using “don’t” instead of “do not” makes a significant difference in tone, and these minor details add up fast.
Adapting Your Voice to Change
While the consistency of your brand’s voice is vital, it’s also important to keep up with change. This applies to practically any industry and any audience. Language evolves, marketing changes over time, and your voice needs to be able to adapt while maintaining its personality.
Certain words or phrases can fall out of favor or even become outright offensive where they were once commonplace. Companies have been forced to change logos or mascots due to cultural shifts and you need to make sure you’re on top of things like this.
This is one of the biggest reasons why finding your voice is important: it doesn’t just show you know who your audience is, but it shows you’re paying attention to them.
Talk to JumpSIX Marketing (with Your Actual Voice) Today
Finding, crafting, and maintaining the right tone that fits your brand and properly speaks to your intended audience can be a real challenge. If you need help setting the right tone, contact JumpSIX Marketing today. As a full-service Google Partner agency, we can provide you with SEO, digital advertising, web design, reputation management, and much more. Contact JumpSIX Marketing about digital marketing.