August 2019

OCTOBER

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tips and tricks

Brand Voice

We don’t mean to sound like a broken record - but we’re here to talk about creating and maintaining your brand voice. Yep, you’ve probably heard us marketers talk about it one hundred times already and we’re not going to lie, if you’re in business you’ll probably hear us mention it a hundred times more. But that’s only because it is so important (emphasis on so).

 

A clear concise brand voice will not only make it easier for your followers and customers to engage with your brand, it will also allow them to recognise it at a glance. Your brand voice should embody all that is your brand is. From feelings your brand evokes to the solution and product you sell. Your brand voice should allow those who follow your brand to know it’s you, even if your logo didn’t appear with your content. Ask yourself, would someone viewing your content on different channels know it all came from the same brand? Frank Body is a great example of a brand with a strong brand voice. Go on, go check them out on Instagram, Facebook and their blog we won’t be mad.

 

Have we convinced you of the importance that is a brand voice? Yes? Keep on reading.

 

When you started your brand did you have a meeting with a graphic designer to design your logo? Do you remember what feelings, colours and thoughts you wanted your logo to convey? How did you want these to get across? This is the essence of your brand voice. You already know what you want to sound like but unless you write it down, really pull it apart and ask yourself questions like ‘what would my brand say in this scenario?’ your voice is going to be weak and wavering and nuh uh hunni that isn’t what we’re about. You want your brand to be the Beyonce’ of voices (in it’s own way). Strong. Iconic. Identifiable.

 

One of our clients offers work out gear. Their brand is identified as being beachy, soft and casual. If it had a smell it would be salty and if it had a look it was would be sun kissed. These are all elements you would roll into your brand voice! You would use casual, informal language when chatting to your followers (hot tip – use emojis), your images would have a vibrant, bright filter and (obviously) a lot of the content would be taken at the beach.

 

I want a brand voice! But I don’t know how *insert sad face*.

 

Turn that frown upside down! Do you really think we’d be giving you all this great advice if we didn’t teach you how to actually use it?! Here’s what you’ve got to do.

 

Gather a representative sample of your content (review your content you have already posted, it’s likely you will find connecting elements to help you identify your voice).

Describe your brand voice in three words (any three words, try a feeling, a look and a smell).

Create a brand voice chart (including all the do’s and don’ts when it comes to your brand communications).

Ensure your writers understand how to put your brand voice into action (this is super important, different employees write in different ways. Totally ok - but they all need to be on the same page, using the same brand voice).

 

Ok. So, you’ve figured out your brand voice. Write it down. Engrain it into the soul of your being. Every. Platform. You. Are. On. Speak. In. Your. Brand. Voice. Emails, Facebook, Instagram, Twitter, REPLYING TO REVIEWS. It takes practice. You’ll probably end up dreaming in your brand voice. This is your brand's identity. This is what makes your brand, your brand.

 

 

2019 – The year of authenticity

 

Authentic. Genuine. Ugh. Stop it. No ok, don’t stop it. There is a reason authenticity is the buzz word of 2019. And yes, your brand does need to be authentic. It is important. But seriously, overused much? At the end of the day, consumers don’t want to be fooled. The internet has been around long enough now for us all to know we can be tricked (as if those magic gummy bears really make you skinny. Confession, we've tried them). Consumers want more than just quality and value for money from the brands they use, they also want values!

 

There are many reasons for this shift to authenticity, but we’re going to crown millennials as being the driving force of deep distrust of traditional advertising. A consumer study on millennials found that a mere 1% of those polled would trust a company because of advertising and the younger generations aren’t any more trusting (we’re talking Gen Z and whatever comes next). In fact, 91% of consumers are more likely to buy from an authentic brand than from a dishonest brand – So there’s your proof in the pudding!

 

How can you help increase your authenticity? Here’s how:

 

Build relationships with customers and prospects.

Be consistent with your branding and messaging.

Engage customers and prospects in conversation.

Have values and stay true to those values.

Be honest and transparent.

 

The good news? These can all be done, relatively cheap – using social media!

 

Goodluck Kings and Queens, go slay.