Ever wonder what Amazon, Apple, Microsoft, and eBay have in common? They all are instantly recognizable brands. Sure, they also generate billions of dollars in revenue, but you can create a strong brand voice without spending a fortune. For example, did you know that color increases brand recognition by a staggering 80 percent?
Whether you’re a startup or a big company, you can build and strengthen your brand by using colors that appeal to your target audience and evoke emotions. When it comes to branding, it’s all in the small details. Simple things, such as creating an eye-catching logo, defining your mission statement, and researching your audience will ensure your message cuts through the noise and reaches the right customers.
Remember, it’s in your power to create a strong brand voice that will stand the test of time and clarify who you are and what you stand for to your core audience.
Here are four great tips to help you out!
(1) Reinforce Your Core Values
Your brand voice should reflect your company’s mission and core values. Try to remember why you started this business in the first place. Are you a sustainable company? Perhaps you want to be perceived as an organization that prioritizes customer satisfaction? What sets you apart from the competition?
Think about how you want your customers to perceive you. For example, a 2015 survey found more than 73 percent of Millennials and 66 percent of global customers would pay more for sustainable brands. By establishing yourself as a sustainable brand, you can expand your reach and generate higher profits.
(2) Define Your Audience
You cannot create a strong brand voice unless you know your audience inside and out.
Successful brands don’t appeal to everyone. They target specific customers with specific preferences and expectations.
Define your buyer persona and try to determine what your ideal customer looks like. Are you targeting men or women? What challenges do they face? How old are they? What are their hobbies, desires, and motivations? The more you know about your customers, the better you’ll be able to create a voice that resonates with them.
Conduct market research, send out polls and surveys, and use analytics tools to dig deeper into your customer’s needs and expectations.
(3) Play with Words
Everything your company does, from its marketing efforts to how it interacts with customers, should incorporate your brand’s voice. Think of the words you use in your organization every day. How would you describe your products and services? IKEA, for example, is known for its unique brand voice. If you check its ads and blog posts, you’ll notice the playful illustrations and friendly writing style.
Write down any words that come to your mind when you think about your brand, such as uplifting, diverse, helpful, friendly, fresh, inspiring, and so on. Feel free to use other brands for inspiration, but refrain from copying them. Authenticity is the key to successful branding.
(4) Create a Voice That Resonates with Your Audience
Entire books have been written about branding and its role in business success. A strong marketing voice can help you establish yourself as an industry leader and strengthen your reputation. Furthermore, brands that present consistent messaging report a 23 percent increase in revenue.
Assess your brand’s current voice and decide what to keep and what to change. Redefine your unique selling proposition and core values as well as your target audience. Then, establish your brand tone and language. Keep the tone of your voice consistent across all platforms, from your website and blog to social media and marketing materials.
These are just a few tips to give you a better idea of how to create a strong brand voice.