Consistency is key to every successful marketing strategy. Branding is based on developing a specific voice for a company’s external communications, and that voice needs to be consistent across all the marketing channels. Before buying your product, customers will want to understand your company and see what kind of value you provide.
If you keep your voice consistent, you will foster the connection between your brand and your customers, build a loyal following of fans, and inspire consumer loyalty.
Here are six tips to help you develop that consistent brand voice.
1. Analyze Your brand
Your first step is to see what has been happening so far in the interactions between you and your customers.
Ask yourself these questions:
- Does your online presence reflect your core values?
- Do in-person customer interactions reflect those values as well?
- Do your customer service standards represent a consistent level, no matter the style of interaction?
- Is it easy for customers to describe what your company stands for?
- How easily will customers recognize your brand from your marketing materials?
You don’t want to be perceived as a two-faced organization – that’s why you need to develop consistency across your entire marketing strategy. Your online and offline personalities must match. Apple is a great example here.From marketing materials to call center guidelines, customers need to experience the same voice and tone.
2. Stand Out From The Crowd
Look at the communications of your competitors. What is their attitude, tone, and voice? Are you going to simply copycat them, or distinguish yourself by developing your own voice?
If you cling to industry standards when building your marketing materials, you will only be saying that your products are just like everyone else’s. And that’s not interesting.
There is no point for you to be saying the same things as your competitors. Make sure that the voice you develop helps you to differentiate and makes your brand recognizable. Follow core industry standards and practices, but find a niche for yourself to engage and convert your target audience.
3. Listen To Your Audience
Every time you reply to a customer, post a status update, or upload a blog post, you add to your brand voice. And you can be sure that on social media, users will be coming to you asking questions – this means that you will need to maintain the brand voice when responding to them.
That’s why you should put an effort into understanding what customers are talking about when they talk about you. Benefit from robust social media monitoring tools to find conversations going on about your brand even when you’re not directly tagged in the message.
Listen to your audience and respond to questions that need to be dealt with quickly. There’s no better way to build trust and loyalty among your customers than interacting with them in a consistent manner.
4. Know Where Your Brand Voice Matters Most
To make an impact on your target audience and create a consistent voice, you need to know which communication channels are most important for your brand. Once you use your voice in the right channel, you will be increasing your influence.
On social media, it’s common for brands to use their brand voice most when replying to customer messages, creating social media content with calls to action, or sharing visual materials on social networks. Consider social media bios – that’s where you showcase your brand voice as well.
5. Make Sure That Marketers Know How To Bring Your Voice Alive
Once you find your voice, you need to show your marketers and content creators how to use that voice consistently to make sure that all your marketing materials send the same message.
It’s smart to create a special chart where you display all the key characteristics of your brand voice, provide your team with examples, and walk them through the process of creating content that perfectly reflects your brand voice.
When meeting with marketers to establish these rules, provide them with examples of content that perfectly matches your expectations and show them in real-time how you would revise existing content to better reflect your brand voice.
6. Be Flexible
Don’t forget that brands need to adapt to new conditions all the time. Your company may change, new competitors might appear on the horizon, you might develop new products, or you might notice a new customer segment appear in your brand-customer interactions.
That’s when you will need to adjust your brand messaging and refresh your marketing team with new examples that show how to consistently use your new voice.
Developing your brand voice is just the first step. Make sure that your team of marketers can use it consistently to help customers instantly recognize your brand, and inspire greater consumer trust and loyalty.
Use these six tips, and you will be on your way to creating a strong and consistent brand voice that resonates with your target audience and boosts your bottom line.