When communicating to your customers – whether it’s through your website, printed brochures and flyers, or on Facebook – one singular company voice comes through. This is called your brand voice. Essentially , it’s your brand’s personality – its wit, its approachability, its expertise – in the eye of the customer. It’s how your brand is perceived as a whole.
Brand voice is extremely important, especially with the number of venues through which customers can interact with businesses nowadays. They can reach you on Twitter and Facebook, online via their mobile phone, or even in live chats and video sessions. The walls between customer and company are breaking down, and with that, a singular, consistent brand voice becomes even more integral.
A good brand voice can allow you to build customer trust and loyalty. It can make customers feel like a true part of your brand and keep them coming back for more time and time again. It can even make them want to share your brand with friends and family members, exposing you to new potential customers, clients and sales.
But how do you create a great brand voice? And how do you convey that voice online, through the countless channels you communicate through every day?
Creating Your Brand Voice
The first step to accurately conveying your brand voice is to determine exactly what your voice is. A brand voice consists of four distinct parts: tone, language, character and purpose. Once you determine these four items, you can create a distinct brand voice for your company.
Let’s take a look at each one:
Tone – Tone is the underlying feeling or air that is behind your communication and the way in which you deliver your message. Some examples of tone include direct, honest, straightforward, personal, clinical, dry, brash and more. If you’re a dental office, your tone may be more direct, clinical and official. If you’re a marketing firm, your tone may be more personal, approachable and humble. The tone you want to convey totally depends on the type of company you run and the type of customers you’re catering to. What tone would they best respond to?
Language – Language is the verbiage you use in your communications. Are your words short, sweet and easy to understand or are they complicated, jargon-y and only for members of a certain profession or field? Language can also convey a level of expertise. Savvy, insider-type words can give your company a knowledgeable air, while more accessible, fun language can appeal to a broader range of people.
Character – This is the personality part of your voice – the “character” behind your communications. Who do you want that character representing your company to be? Warm and friendly? Authoritative and professional? Smart and knowledgeable? Inspiring and engaging? Determine the character of your company, and carry it through with each and every one of your communications.
Purpose – Purpose is one of the most important parts of your brand voice. It’s the reason you’re communicating with your customers. Is it to educate? Is it to advertise and garner new sales? Is it to raise awareness? Your purpose should drive every piece of communication you issue.
Once you’ve determined the tone, language, character and purpose you’re going for, you can begin to convey that voice online. Your voice should come out in your web content, your blog entries, your marketing material and through your social media. It can even come out in your web design, through the graphics, imagery and layout you choose.
If your brand voice has a warm and friendly character, then make sure your website reflects that. It should use warm tones, inviting imagery and user-friendly menus and buttons. If you’re going for a more professional, clinical tone and have an educational purpose, your site can be more bare bones, with clean lines, little color and lots of information.
Using Your Brand Voice
Your brand voice should dictate anything and everything you do online – from the smallest graphic to the longest blog post, your customers should always be able to glean who your company is and what you’re all about.
Are you ready to hone in on your brand voice with a new, customized website? Contact Steadfast Creative today. We can help!