One of the most important elements to creating a quality and engaging content is the brand voice. Just like logo tells a brand’s story, the way a brand writes, speaks and sounds is a fundamental part of its expression. A content that speaks the “language” of its target audience put them in the appropriate frame of mind, pushing them closer to making a purchase decision.
There are several factors that should be taken into account when defining a business’ brand voice. For instance, if the primary target market of the business is the Gen X, then the tone of the content should be in a way that is friendly and a little aggressive. On the other hand, a service company targeting Millenials should use more formal language and should reference what is currently trending on the online realm.
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Whichever the target market is, it is so important to create a unique voice that sets the brand apart in the from its industry. When done right, an authentic and unique voice can help a business attract more readers and potential customer in the long term.
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If you want to learn the steps to improve your brand voice, here are the key takeaways from the infographic below from CJG Digital Marketing:
Evaluate your existing brand voice.
Before you ]will be able to improve your brand voice, you need to know first where you brand voice currently stands, how it sounds, and how your audience is reacting to it. This is crucial as it gives you an idea if where your voice strengths and weaknesses lie, as well as where the opportunities for growth lie.
Find your inspirations.
There are a lot of ways to find inspiration for your brand voice. For instance, you can take cues from other brands whose brand voice are like what you want your brand voice. This way also helps you visualize how your voice will sound to yourself and to others.
Outline your ideal brand voice.
After knowing how your brand voice currently sounds and how you would like it to sound, it’s time to start outlining the improvements you’ll implement. The outline takes into consideration the social customer service strategy of your business and the social jargon and colloquialism that your audience uses.
Reinforce your brand’s value and beliefs.
Let your brand voice reflect what you want to tell your customers because this will make it as authentic, relatable, easy to digest, and fitting as possible.
Generate conversations with your audience.
Customers like it when brands talk to them. This makes them feel valued and heard. Furthermore, this also helps you gather important customer feedback from them.
6. Spotlight your consumers.
Once your brand has started to develop a following within social media platforms, an increase in consumer-generated content will occur. It is imperative to nurture this relationship by reposting and sharing their content so that they will feel more motivated to engage with your brand.
Know where your brand voice is highlighted the most.
It is also important to recognize where it is highlighted the most in your company. When your brand voice is used through the right channel, you will be able to increase your influence on your target audience.
Choose quality over quantity.
Lastly, it is very important that you aim for your brand voice to have a quality appeal rather than try to get it to click with everyone else – even those outside of your brand’s audience.
Check out the infographic below to learn more.