What would KFC be without the Colonel, or Disney without Mickey Mouse? We don’t even want to imagine a world in which Kool-Aid Man didn’t smash through the walls of our homes.
All these icons have something in common: great branding. Specifically, they know their brand’s voice.
If you’re starting up a business, knowing how to find your voice can be a bit daunting. But don’t worry, we’ve got some great tips to help you. Read on to find out more on finding your company voice.
How to Find Your Voice
Your brand voice isn’t what you say, though that is important. It’s how you say it. The words you choose are important, but the order, pace, and rhythm are all as vital.
A good brand voice speaks to your audience. It resonates with them, whether that be resonating with their needs, sense of humor, or aspirations.
Your voice embodies your brand’s personality and values. It builds trust with your audience. A good brand voice will also set you apart from competitors.
Most of all, it is used to influence and persuade your audience to purchase from you. It’s no easy feat, which is why so many companies opt to use a brand agency.
Just think about the way we use words and interact with each other as people on a daily basis. A certain tone or phrasing can change how we feel about others, both positive and negative.
All this is to say, finding your brand voice should start with your target audience.
Who You Talkin’ To?
You should know your audience. There are lots of ways to do this, through analytics, customer personas, focus groups, and surveys.
We’d actually suggest going old school and spending time with them. Get to know them, their aspirations, how they speak, and more. Then mimic their language to express your company’s values.
What’s the Aim?
Once you know your audience, you can figure out how best to express your values to them.
You need to have a clear idea of what you want to achieve from your brand voice. Not just sales, but what it is that’s so great about your company.
Do you want to inspire your audience or educate them? Do you want to make them laugh? Do you want to empower them?
All this will inform your tone.
Don’t Be Tone Deaf
Now you know the message and your audience, you can figure out the best brand tone for your company. There’s a fine art to this and copying everyone else isn’t it.
Every company recently seems to be trying to be woke, witty Twitter activists, which is great if you’re on par with Wendy’s Twitter roasts. But for the majority of brands, it comes off as trying too hard.
This is due to a mismatch in values, product, and audience. That is to say, have a personality by all means. But your personality should fit your product.
If you’re a legal firm, be professional in tone. If you’re selling sustainable products, be kind. Whatever you pick, make sure it matches.
Overall, keep it simple, write how you speak, and be authentic. Then be consistent with your tone across all platforms.
Time to Talk
Now you know how to find your voice; it’s time to start talking. It doesn’t always go perfectly, so don’t be afraid to refine it as you go.
All the best brands have. If they didn’t, we’d still be stuck with the creepy McDonald’s clown.
You can find more great business advice on our blog.