When it comes to making an impact with your brand, it’s common to focus your attention on strong visuals such as a stylish logo or easy-to-use website.
While these are key components to building your brand identity, what’s equally important is the way your business communicates with customers, suppliers, consumers and staff.
Your communications can speak volumes about your brand.
Having a clear, authentic, consistent tone of voice not only helps your audience understand what you’re selling and how it will benefit them, but also offers an insight into your company’s goals and values, which in return can establish you as reliable.
So, what other reasons are there to whip your communications into shape?
It makes you human
No one wants to deal with a company that’s robotic.
No matter what service or benefits you offer, people tend to steer towards brands that have personality; brands they can relate to.
If your business communications are honest, warm, authentic and have character, then your audience will be more likely to build a rapport with you.
It builds authority
Think of the brands that stand out in their fields.
Apple springs to mind, as does Nike.
What these brands have in common is that they’ve established themselves as industry experts through the messages they put out and the tone of voice these messages are presented in.
Both brands are confident, lively and memorable.
They’re passionate about their fields and want to share this passion with their audience.
It’s clear in their marketing, in their content, in their customer service and in the products themselves. Adopting this level of confidence in what you’re saying, and love for what you do can give your brand real value and help to establish you as a trustworthy, go-to source.
It helps you stand out
The right message, aimed at the right people can really help you cut through the noise. Plenty of brands write blogs, send out marketing emails and use social media to keep their customers in the loop, but not all of these brands make a connection.
This is usually down to the content they’re putting out into the world.
Even if their product is great and they’ve nailed their visuals, behaviours and environment, if their communications miss the mark, then the whole thing will fall apart.
Creating a distinct tone of voice that you can roll out across all avenues will not only strengthen your brand identity, but will help establish your brand as the whole package, putting you strides ahead of the competition.
It gives you focus
A good, strong tone of voice can form the foundation of your entire brand identity. It can impact your visuals and products, can strategise your marketing plan, and can even help you hone in on your target audience.
Having such a clear direction for your brand can cut through the waffle and keep you on track, which in turn can help you stand out in a crowded, competitive market.
It helps to build trust
The more familiar and authentic your communications, the more likely you are to form a bond with your customers. Familiarity is comforting, and if customers know what to expect from your brand through a genuine, consistent tone of voice, they’ll be more inclined to put their trust in you.
Think of your brand like a person. The trick is to ‘make friends’ with your customers by being as true to your brand personality as possible. Use your communications to introduce your brand, help your audience get to know you better and build a customer/brand relationship that lasts.
Shaping your tone of voice to perfectly fit your brand can open doors to more customers, more sales and more authority in your field. Once you have honed it, roll it out across the whole company to keep it consistent, from email marketing, social media and blogs to your phone services and face-to-face sales.
The key points to keep in mind are to keep your communications simple, use language that’s natural to your brand and service, be clear about what you’re trying to get across and don’t try to be something you’re not.
Choose a voice that reflects your values and remember, it’s not just about what you say, but also how you say it.