You may think that your brand voice is not distinct yet but it’s surprising how clearly defined a company’s individual voice is when you go through a brand process. Your content brand voice and attracting ideal clients go hand-in-hand because if you know who you are and what you stand for then you generally know who you want to talk to, what you want to say and how you can help them.

Brand Awareness & Content

Writing is time-consuming

Or is it? We resist things that seem overwhelming, and writing is definitely one of them. There are ways you can make your life easier, for example, your phone can be a useful ally when considering topics and reasons for a post.

Most phones have voice operated typing within their functionality so why not speak your ideas into your phone while it’s fresh in your mind, if you are with a customer, this could give you an ‘instant’ case study.

Content just seems to be one of those tasks that business owners think it takes time out of their day that they simply cannot spare.

Compare offline and online

When businesses consider their brand voice, they are thinking about how they will sound across the website and their socials. There is often a sense of fear in that they are unsure what the right thing to do is. This is generally in complete contrast to their offline voice which is established and clear. The problem is not so much that a business does not have a brand voice, they just have not conveyed that through their online marketing. Frequently there is a disconnect between a businesses offline and online voice when the two should go hand in hand. Often when working through this process we ask someone how they would talk to their customers if they were sitting in front of them or on the phone. A business that is genuinely passionate about their products and services can very quickly rattle off how that dialogue would go. This is your offline voice; you do not need to complicate your online presence by speaking in a different way in your website or social content. When we consider that offline also means marketing literature such as leaflets or brochures, once again the tone of these have been crafted with a distinct brand feel.

Content for Branding

How do you choose a brand voice?

Well to some extent you don’t; it’s a combination of looking internally at what works well in your business and externally by listening to your customers. If you’ve not been through this process then there are various steps to take in establishing your brand voice. Audit your current content and messaging. If you sell cookware for example, it might be that your website simply has a list of products. In actual fact what you do well could really be the process you go through with each client in terms of establishing their needs and recommending the right solution for them. You therefore don’t sell cookware, you help professional chefs cook efficiently with the tools that are fit for purpose and tailored to their needs. See the difference? Try and remove yourself from the business or better yet carry out surveys of your customers to understand what it is you do well. Internally you could carry out an exercise where you agree what you are and what you are not, for example “we are experts but not too serious.”

Your brand voice is the personality of your business, it’s the emotion and passion that you feel about what you do. That should be reflected in every single way that you message your customers.

Published On: December 8th, 2021 / Categories: Content Marketing, Digital Marketing, Marketing Strategy /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.