Creating content that is consistent with who we are as a brand can be defining for us. It is something that, once created, can really set a brand apart from others and make it stand out in a competitive field. Especially in such a content heavy era where everything can be found with a quick Google search.
The whole point of standing out in such a market means that the first brand to grab peoples’ attention is yours. If you want to build a strong appearance and image for your company brand, you need consistency and a tone of voice that is uniquely you.
What Is A Brand Voice?
Think of a brand voice as an individual entity – just like you and me. When you have a brand voice, it’s just you giving your brand a personality that others will easily recognise as belonging to you. In fact, research has shown that 33% of consumers look for content with a distinctive personality, and 32% look for storytelling.
These are things you can only manage effectively with a brand voice.
Basically, your brand voice is your way of how you market yourself. It’s also your way of expressing your message. Using all aspects of digital communication is important for spreading your message – from blogging to advertising. When it comes to content marketing, if your brand has unique tone of voice, it is immediately more memorable than others that all market in similar ways. It means that your brand sticks out more, not just in the competitive market but also in consumers’ minds.
Creating Content That Is Consistent With Brand Voice
Before your content is actually thoroughly read and examined, it’s usually skimmed over. Many people want to know beforehand if what they’re about to invest their time in will be worth it, which is why they give it a quick look over.
If they’re not seeing what they want, or the appearance of the text is hard to break down, they might just skip reading it altogether. There’s nothing worse than clicking on a page that you think has the information you need just to find chunks and chunks of text. It can be very off-putting, especially to those who are on-the-go. So structuring your content is also really important.
If your consumers are students then, by all means, the text can be academic-like. Specifically if what they are after is academic-related information. But when you’re targeting a general audience, you want something easy to skim and then, easy to read. Because hopefully they’ll invest time to fully read your content.
Localising your voice to your regional area can make it so much easier to connect with customers. You may be thinking, but why? We all live in the same country with the same spellings and the same language spoken. And that’s true. But where every region differs is the slang.
You don’t want to be using Northern slang if your HQ and main customer base is in the South of the UK. And vice versa. Using Cockney slang, for instance, when you’re based in Manchester just won’t fly. Because in Manchester, we’ll have no idea what you’re talking about.
With localised communication, it’s easier to talk like and with your customers.
Formality & Familiarity
Formality is important no matter whether you aim to have a more colloquial tone of voice or not. Because formality is what you can build upon. You can dress it up or dress it down by altering your tone depending on the message you’re conveying. Much like how events can have different dress codes – casual, professional, or black tie.
Plus, your formal tones may be different depending on the type of content you create. A blog post will require a different approach than your FAQ page. Even if you don’t choose to a completely professional approach for the FAQ, using a quirky tone for blogs on the FAQ could come across as unserious or confusing.
Usually, the type of brand you are will give you a set level when it comes to speaking formally. An audience of young adults will need a different way of talking and maybe even the use of lingo for relatability. But brands who target older audiences might need to be more professional and use words that everyone would know and understand.
A Brand Glossary
Words, words, words. The things that really define your brand. And also the thing that proper sets you apart. Here’s how.
Just one simple word, right? But immediately, most people will think of that as the largest drink you can purchase from Starbucks.
Don’t even need to explain that one.
The point is, how you refer to your services and products matters. Venti and McNuggets are memorable because the brands have created a glossary for their products. A glossary that they always use which has now reached a point where it is completely recognizable. Not only that but it’s memorable.
People who know these brands don’t even need to second guess. They know what they want immediately and it won’t ever be confused because these are terms linked only to these particular brands. It creates this sense of community between the brand and the regular customers. The customers know the lingo, it’s almost like their in on something no-one else is in on.
Brand Tone of Voice
You’ve just created a shiny, fresh glossary for your brand to use to create a distinct voice. Now you need to build with it. And use it consistently. It’s the only way you’ll truly flesh out a consistent tone of voice related only to your brand.
But it’s not just about using your new glossary. It’s also about using it in the right for you. To use them to full effect, you should consider the features and traits of your brand that you think are more unique or defining. The message of your brand, the traits of your brand… Are you living up to them?
This reflection is where you can truly start to shine. You know what you want your brand voice to be and how you want to approach your consumers. Now, you just need to set a guideline for yourself. Because it can be really easy to quickly become overwhelmed with he amount of content to create. Social posts, infographics, blog posts, articles, or whatever other content you produce.
Defining for yourself your content structure and length, level of formality, brand glossary as well as brand personality should make it easier for you when it comes to content production. You’ll know a rough estimate of how much to write, the tone to write it with, and some glossary terms you can throw in there (in the right place!) to make it more uniquely yours.
GrowTraffic: Contact GT Today
As an SEO agency with years of experience, we’re confident that we know what we’re talking about. So if there’s anything you’re after – advice, guidance, maybe even a quick quote on our services 😉 – you can just pick up the phone and contact us.
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