The first step in your marketing strategy? Find your brand voice.
A common term for indicating how a brand’s personality is expressed in content marketing is the ‘brand voice’. Expressing a brand personality is one of the most commonly overlooked, yet important factors in developing your content as part of a content marketing strategy.
Finding your brand voice is important for a variety of reasons:
- Make a personal attempt at identifying and relating to your customer base as well as potential future customers
- Differentiate your company and your brand from competitors
- Create consistent messages and promotions as part of your content marketing strategy
- Verify that your voice is cohesive and consistent to your marketing efforts
Once you’ve realized the importance of having your company personality portrayed through a brand voice, you’ll want to start down the path of finding your voice! There are many methods that can be utilized when finding your brand’s voice. For a guided process, you can take do this quick exercise to uncover your brand personality. You’ll find that in this exercise and many other step-by-step guides, one of the keys to identifying your brand is identifying the style and tone of voice in which you would like to express to your audience.
There are many easy and effective ways to find your voice, here are a few examples:
- Collaborate with your team to identify three words that describe your brand and your company
- Once your brand voice has been established, it may be helpful to create a list of examples that portray this list and present that to your content marketing team
- As part of your list of examples, create a brand voice chart that provides descriptions, dos and don’ts
- Find other brands that are effectively portraying the voice that you are hoping to achieve and use their content as examples
- Verify that your voice exemplifies the same way your audience is speaking to and responding to your interactions
- Identify whether your company will benefit from using humor in an expression of your voice
Denny’s has proven as an example of creating a humorous and fun voice. Here are a few of their tweets:
MailChimp is another example of how a humorous voice can be done well. Here is an example of an entertaining video being used in their social media efforts:
Once you’ve realized the importance of a brand voice and have been able to find your brand personality, it’s time to start creating your content marketing!
As you write and create content, imagine that you are the personality and voice that you’ve identified. Using the dos and donts list, you should be able to review whether or not you’ve created content that is coherent and consistent for your brand. As part of this review, make sure your voice is authentic to how your company interacts with it’s customers and wants to be represented. Your target audience will be the first to identify if you have reached outside of your brand voice and have begun to be inauthentic. Another aspect of your review can include a test group that is able to confirm that you are portraying the correct voice and message that your company desires. This is yet another opportunity to engage your target audience and further refine your company brand and voice.
Like anything, your brand voice should be flexible so it is able to be revised easily. As you learn more about your audience, you can review whether your brand and your voice are still targeted towards those you want to attract. Eventually you’ll find that the personality of your company brand will become an expression of what your company stands for and believes in.