Your brand voice says a lot about you. It connects with your customers on an emotional level and it engages hearts and minds. Or not. Seriously – when was the last time you actually looked at your business content through the eyes of your customers? When was the last time you asked your customers if they actually understand what you are trying to communicate (odds are the answer to that one is “never”).
You may have lots of great things to say but if your voice isn’t right, you’re not going to cut through. You’re not going to appeal. And you’re definitely not going to engage.
Language is Important
Take these two groups of words:
Group 1 – “Expert”, “professional experience”, “wealth of knowledge”.
Group 2 – “Luxurious escape”, “unwind’, “indulge”, “rejuvenate”.
Group 1 sounds a bit like an accountancy practice, a financial advisor or maybe a legal firm doesn’t it? And group 2 has me just wishing I could whisk myself away to some exotic location for a well deserved break.
You might be surprised to hear they are both words used to describe the services of two beauty salons close to where I live.
Obviously the first company is positioning itself as trustworthy, professional and reliable – conveying the message that I would be in safe hands if I paid them a visit.
The second company is appealing to me more on an emotional level – asking me to join them in an indulgent break.
These examples show how two businesses have very different approaches to language, even though they are selling the same services. Neither is right or wrong – the language is part of the positioning of the business, but it does flow on to the voice of each brand, and the way the brand speaks to it’s customers.
What’s the Tone of Your Voice?
If you had to use one word to describe your current brand voice, what would it be? What word would your staff use? Your customers? If you take the time to ask the question, you might be surprised at the results.
You might find that your brand voice isn’t quite what you think it is. You might find that your brand voice isn’t being heard consistently. And you might just find that it’s time for a little brand voice spring cleaning.
It’s easy to ask your customers for their opinion. If you already have a good following on Facebook, Twitter or other social media, just pose the question – “If you could describe voice of our brand in just one word what would it be?”. Or email your existing database – ask for their help to improve the way you talk to them, then ask them the same question.
Now ask your staff the same question.
Odds are that your customers and staff are not going to think your brand voice is everything you think (or hope) it is. But don’t worry – you’ve taken the first steps so now it’s time for a little adjustment!
Find the Right Language
How you position yourself in the market is an important indicator of the tone and language you should use. Start by describing, in a few words, how you want to be perceived. Here’s a couple of examples:
Graphic Designer
- Innovative
- Creative
- Fun
Cat Boarding House
- Safe
- Friendly
- Caring
Italian Restaurant
- Delicious
- Quality
- Value
Now using these words, you can start to develop your language. As an innovative, creative and fun graphic designer you might include words like funky, vibrant or quirky in your language. But obviously that language would not be suitable if you own a cat boarding house.
Now that you understand the language you’ll be using, it’s time to set the tone. How do you do that? It’s easy – just make like you’re talking face to face with your customers.
Think Like You’re Having a Conversation
Brand communication isn’t a monologue – it’s a conversation! It’s time to start talking to customers as if they were….well, people. It doesn’t matter what your brand is, what message you’re sending or what your unique selling proposition is – we all need to speak a little (or in some cases a lot) more human.
If your language is more human, you’ll become a lot more engaging. Drop the corporate-speak, ditch the jargon and start having conversations that are relevant.
Stop using speak like “extra dimension of versatility without compromising driving excitement”. Seriously? What does that even mean? (If you’re interested it’s one of the things that Holden have to say about the Holden Cruze).
It’s also important to be consistent – don’t appear unpredictable, erratic or fickle. But do be authentic, reliable and credible. Above all, be consistent across all of your communications – including you website, brochures, social media and blogs.
A Final Word
Your tone of voice expresses your personality – it should build trust with your audience and engage with them. How you do that depends on who you are and how you position yourself in the market but one thing is for sure – your customers are looking for a conversation and if you’re not already talking to them in a way that resonates with them, you’re just not trying hard enough.
If you’re not sure how to get your conversation started, there are loads of businesses who can help you get it right. I’m one of them and did I mention I’m available for hire? I’m sitting by my phone waiting for your call – ring me (Pauline) on 0400 514579 or email pauline@worddynamics.com.au and let’s get talking!