Create a Voice They’ll Recognize

When running a company, there are a lot of balls to keep up in the air. One that often gets overlooked is Brand Voice.

But what is Brand Voice? If something is written on the company website, isn’t that automatically the brand’s voice?

Well, not necessarily, and it’s important to understand why.

When customers visit your site, open your emails, or interact with your company via ads, mailers, or any other written medium, they are assessing whether or not your company is one with which they would like to do business. Every time. 

It isn’t an active assessment, but it is taking place none the less. 

A key part of this assessment is determining their level of trust with your brand. In order to convert and maintain your relationship with your prospects and returning clients, it is mandatory to build and reinforce that trust.

Brand voice is a crucial component in that process.

People find comfort in consistency. When people are comfortable, they are more trusting. And just as importantly, when someone is made uncomfortable, they will pull away and their trust is eroded. 

If this is the case, then every time your customers reads one of your messages it is vitally important that your message, tone, and word choice are in alignment with what the client expects from your brand.

That is Brand Voice in a nutshell. So, what do you do with this information?

Ideally, before launching your company, you put in the time to develop and identify your brand voice. This will ensure consistency from day one. 

But, if you're already out in the world, worry not! You can still take steps to clarify your voice.

First, look at all your written communications past and present. Keep a critical eye, you may find that there are times your voice got overly technical or a little too chummy.  Try to recognize and identify the tone that most of your communications have taken. This will give you an idea of what your clients will expect moving forward. 

Then, make a master list of the terms that you use to describe your voice. Are you professional but friendly? Authoritative and supportive? If you can narrow down the style in which you are communicating with your customers, you will more easily be able to communicate appropriately in the future. 

The next time you write something your customers will be interacting with, refer back to the list. It will help you remain consistent, and consistency breeds customer loyalty.

Or, if you need help finding your brand voice, whatever stage your company is in, reach out, I’d love to help you build trust that will lead to increased customer loyalty.

How’s your brand voice looking? I’d love to hear about it in the comments below. 

#brandvoice #customerloyalty #copywriting #businessadvice