Your brand’s voice is an essential element of your business’s identity. It reflects the personality, values, and objectives of your company, and it is crucial to establish a consistent tone of voice across all your communication channels. A strong and consistent brand voice can help you communicate better with your target audience and eventually drive in more revenue. In this blog, we’ll discuss the importance of establishing a consistent tone of voice for your B2B brand and provide some tips on how to do so.
Establish your tone and brand voice before you dive into content marketing
Establishing your brand’s voice should be one of the first and most important tasks you take before beginning your content marketing activities. It’s critical to create your voice and tone early on because it becomes more difficult to do so later on once you’ve established your brand and have traces of it all over the internet. This creates turmoil, confusion for your readers, and a significant amount of labor to redo.
So, it is important to make a lot of effort to explore and find a distinctive voice that is consistent with your brand, then adopt it as the norm moving forward. This can be used as a reference point by your content team to ensure that your audience has a seamless, uniform experience across all platforms and every contact that they make with your organization.
Create a list of words that describe your business
If you are confused where to start, brainstorm for a list of adjectives that describe your business in and out. This exercise can help you explore certain variations of your brand voice. Once you’ve got all your ideas down on paper, go ahead and choose the ones that best represent who you are and what it is that makes you special as an organization. As a result, you’ll be better able to define your brand voice and the experience you want your target prospects to have with your company.
Continuously refine and test your tone to make sure it’s right for your business
While you may believe you have created an ideal version of your brand voice, an outside view is required. It’s critical to test your tone with a variety of audiences, content types, and mediums. By doing so, you will be able to further refine your template to a more fixed voice that remains consistent across contexts and settings.
Test how your voice sounds when speaking with a customer service agent at 1pm on a Tuesday. Does it sound tentative, professional or friendly? Do you sound like you’re trying too hard or too relaxed?
Test if people in different regions understand the same thing when they hear what you’re saying. If not then check whether there’s anything else in what you say that makes sense for each region’s culture/language etc…
Tips to consider while implementing your brand’s voice
a) Unless you’re writing technical write-ups, legal documents, or statements of principles, refrain from using a lot of jargon in your speech.
b) Be unique. Never attempt to duplicate a rival’s strategy. Make an effort to distinguish oneself.
c) Sound human. In the end, people buy from individuals, regardless of the business you work in. Being professional does not imply being dull, blunt, or rude in your approach.
d) If your brand is local, use local lingo and phrases while outlining your goals and offering your services if you are a regional brand. If not, use basic language, universal ideas, and an impartial tone.
e) Be specific and concise. Most likely, your target customers are time-constrained, financially powerful, and take a straightforward approach to doing business. Remember this and be explicit about everything you say, including what you’re talking about, what you’re selling, what makes you unique, how specifically you can improve their life, and how they may contact you or make a purchase.
Make sure your team acclimates to the established brand voice
As soon as you have determined your brand voice, be careful to record it alongside all other brand-specific guidelines, such as the color scheme, design aesthetic, etc. The brand voice needs to be shared with all relevant team members and used consistently across all communication channels, such as, the customer service with consumers, senior decision makers with investors, the sales team while engaging with potential customers, and the content team while preparing copy for a variety of deliverables like emails, social media calendars, blogposts, press releases, etc.
This will result in a more cohesive brand message and improved customer experience, which can ultimately lead to increased sales and customer loyalty.