As a small business you have some stiff competition! Other companies are always vying to be the best in your field and set themselves apart. One aspect that can push your company into the coveted sphere of success is a unique and intriguing brand voice. Just as you work at developing high quality products and services, creating a brand voice that communicates your culture can give you that special edge!
But how do you develop your brand voice? What questions should you be asking yourself? Here are 4 questions, and then some, to ask when developing your business’ brand voice:
Who is Your Audience?
When writing a memo or article, you first need to know whom you are talking to. The same applies when developing a business plan or segmenting your business’ target market. When marketing your company you aim at specific consumers, the same goes for your brand’s voice. The people you are selling products or services to are those you want desiring to be your company’s friend. At the very least you want them to want a piece of it!
Ask yourself: Who is consuming your content? Who do you want relating to what you have to say? Who are the people you want in your inner circle? Align you brand voice with the audience you are focusing on, its sure to pay off in the long run.
What are Your Values?
At the core of any business are the values that drive it. Whether innovation or margins are your aim, your business has a driving force that pushes it towards success. When developing a brand voice, you have to consult your core values for the right directive. These values can determine what tone you use or what topics you cover.
Do you promote competition or collaboration? Is innovative thought encouraged? Are you sustainability minded or active? How important is giving back to your community? Clearly conveying your values will make your company more valuable!
What is Your Verbal Style?
When developing a brand voice, you have to determine what language and tone your business communicates with. Knowing how you communicate will determine how your company responds to tweets, emails and more. Having a solidified verbal style cements how to create content or handle PR incidents. Does it use jargon or slang? Is it proper or laid back? Does it use formal business writing? Can it have fun with words or topics? When in doubt, remember that your verbal style doesn’t have to be anything fancy, but always consistent!
What is Your Personality?
This is your company’s “X” or “Wow” factor that sets it apart. The personality your brand voice conveys should align with the culture of your company. Whether you are a small bakery or digital design firm, the personality associated with your brand voice should be an extension of your core values. Creating a brand voice is impossible without thoroughly being acquainted with the customers it keeps and attracts. That being said, there are a series of questions you can ask yourself about your brand and how your brand would react in different scenarios.
Is your brand open to everyone or exclusive? Does it react on instinct or think things through? What type of people does your brand hang out with? What are your brand attributes? Does it have any unique qualities that set it apart? Where is your brand’s hometown?
Though some of these questions may seem eccentric, you should be asking yourself questions like these when developing your brand’s voice. Using this style of brainstorming can help you set yourself apart from your competition and create a lasting, unique and authentic brand voice.
When pursuing your brand identity, remember to be true to your company and tap into your personality! For more exercises about developing brand voice check out this article and remember to share your experiences with us!
– Mackenzie Priest