Building a Brand Voice

If your very ladylike grandmother suddenly started using language more suited to a rapper, you’d find it a bit jarring, right? The tone of voice we usually use gives people a picture in their minds of who we are, what we stand for, and where we’re coming from. The same is true of your business—your brand voice helps customers recognize and relate positively to you. So the question is, how do you go about building and maintaining it?

Why Brand Voice Matters
What you say and how you say it is key to building a picture of your business and the solutions you provide. If your company was a person, its brand voice would be made up of the words he/she chose, and the context in which those words were used. This has a direct influence on how people see and relate to your business.

Three Steps to Building Your Brand Voice
Now that you understand what brand voice means, it’s equally important to know that when it comes to authentic, authoritative communications, your brand voice is critical. Follow these three steps to build a successful brand voice that speaks for your business.

Step 1

Ask yourself how you want others to see your business. Do you want to be tech savvy, reliable, and friendly? It’s important to account for how your customers already see you. You can easily do this by taking a survey, or simply asking questions. If you don’t like the responses you receive, use that to motivate the kind of brand voice you wish to have.

Step 2

Now listen to your customers. How are they communicating on social media, online forums, and at events? Is the tone generally relaxed or is it formal? Imagine your business as a person joining in on the conversation and analyze how well you fit.

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John Foley Jr. is the CEO of interlinkONE and Grow Socially. John and his team help printers get on a strong path to marketing success. Their approach includes software solutions, consulting, Website development, marketing audits, and strategic marketing plans. interlinkONE’s software solutions for the print industry include their marketing automation platform, MAX, and ilinkONE V8. Learn more about MAX: Marketing Automation. Executed. by visiting MarketWithMAX.com, John at JohnFoleyJr.com, and his companies at interlinkONE.com and GrowSocially.com.
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