As a marketer, you nurture the voice of your brand. Brands with a consistent voice that resonates with the target audience will achieve the most success.
Sadly, the majority of brands don’t have a clear and consistent voice. Messages conflict. Themes are mixed. You lose the audience because they can’t figure you out.
Here are some things to consider as you tune your brand voice to find the right pitch, tone, and volume to be heard.
Define Your Master Message
We’ve all heard the phrase “sing from the same song sheet.” Does your brand have one? A clear, precise statement defining your identity is the foundation for a sustainable voice that will focus all communications. Your master message should create emotional connections, which are more effective than rational arguments.
Know What Makes You Unique
Saying what you offer is unique is really cliché. Demonstrating what makes you unique in your marketing is gold!
Authenticity is critical. No one can connect with cold, corporate speak. Having a personality and a conscience is paramount. People want organizations to have values. Share your highs and lows. Be personable. Support meaningful conversations.