In order to stand out as a business and build confidence in new, existing, and returning customers, one major pillar in your brand strategy is to create an honest, respectable, and trusted tone of voice. If you’re like thousands of businesses, you just read that sentence and thought, “well, yeah, obviously I need to do that and I already did. What else ya got?” What we have is a harsh reality: your brand’s tone of voice probably isn’t that good and could use an overhaul by our Los Angeles marketing company.
Now you’re probably wondering why you’d pay someone to develop your tone of voice. After all, you know your brand better than anyone and you know how you want to come across to your readers, so you’ve got this covered. But that’s where the divergence and disparity occurs. You know how you want your brand to come across, but that doesn’t mean that’s exactly how it comes across to readers and customers.
One of the biggest mistakes we see when it comes to a brand’s voice is inconsistency. The way you present your products and services needs to be coherent, cohesive, and unified across all platforms and channels. You need to use similar language on your website, social channels, and marketing materials so that you don’t confuse readers. If you’re going to try to capitalize on the recent trend of sassy social (Wendy’s is a great example), make sure it’s honest and true to who you are as a business, otherwise it’s going to seem like you’re pandering and trying to be what you think people want you to be.
This leads into our next point: you don’t want to present an inauthentic voice, or one that doesn’t exude confidence and passion for your organization. Plenty of voices just sound like marketing and sales speak – and it shows. Do you think customers want to read about your synergy and your dedication to discovering solutions to unique enigmas? They want to know how your product or service is going to solve their problems, make their lives easier, add value, or bring them some happiness for a bit. Lean into that, be direct, but don’t be too casual. It’s a strange balancing act to be sure, but a necessary one.
We’d like to revisit the point we made about consistency at this point. Your business will likely continue to grow and possibly shift goals over time, meaning the brand voice you worked so hard to create and teach to your writers will become stale and outdated. You’re well aware of the need to adapt to survive as an enterprise and that means you need to rework your brand voice every so often, otherwise there’s going to be a divide in the strategy.
If you think you’ve got an idea of your brand’s voice and are ready to present it to the world, make sure you go over all existing content and audit it. Revamp your website, logo and designs, and all copy (internal and external). If you’re sitting there wondering if your brand voice is as good as you thought when you started reading a few minutes ago, or feel that it’s not up to snuff, then you’ll want to call or email us to learn how we can help your brand and overall marketing strategy. Our team of experts know all about SEO, SEM, marketing, advertising, and branding so that you don’t need to worry.
We handle the heavy lifting so you can focus on business development and the goals you want to achieve. Give us a call to find out more, we promise you’ll learn something.