You’ve created a great product or perfected a stellar service offering. You are excited about it. You know that people’s lives will be made better by it.
The only problem is people don’t know about it.
So how do you bridge the gap between the consumer and your product? Well, a few things: You need a marketing plan and marketing materials, and...you have to tell people about it.
Seems pretty simple, right? Great product. Consumers who need it. Tell them about it and they’ll buy it...well, maybe. It also matters how you tell them about it. That’s what we are going to discuss today.
Have you ever noticed that some websites sound like they were written by your college professor and some sound like your cool best friend? The types of words we use, the way we lay out the words, and the vocabulary in our writing all make up its voice. When we take all these components and make them uniform across all writing and platforms of a brand, this is called brand voice.
Remember that great product or service we talked about? Let’s say your product is a lotion, but it’s not just any lotion. It’s an anti-aging lotion. You have decided your audience is middle-aged women. You will need to establish a brand voice that will speak to this audience. This is likely different from a brand voice that is speaking to senior citizens in Miami or teeneagers interested in music.
Why does it matter how your brand sounds? Brand voice helps you to reach and engage your audience. Let’s discuss a few reason brand voice adds value:
It sets you apart
Any Jo Schmo could create a product. What makes a brand stand out is the ability to differentiate themselves. A brand voice does just that. It makes you sound unique and adds personality to your product. We don’t just want to know about a product, we want to know why it’s different. Brand voice establishes a difference.
It builds a connection with your audience
You should have a specific audience in mind when marketing your product or service. Your anti-aging cream isn’t for everyone and that’s OK. You have a specific group of people in mind who need this anti-aging cream. You need to connect with this specific group of people.
Your middle-aged female audience probably won’t connect as well with a knowledgeable dermatologist as they will with a matter-of-fact but cheeky girlfriend. Think about how you imagine both of these people speak and communicate. When you translate their “isms” into writing for your business, you are using brand voice. You want to write with a voice that connects with your audience.
It establishes authority
Your audience wants to know that your lotion brand knows its stuff. You can tell your audience that you know what you are talking about by the way you talk to them.
If we use the matter-of-fact but cheeky girlfriend as an example, the “matter-of-fact” is what matters for authority. If the girlfriend is only cheeky, we can’t be certain that the product is more than just fun. The “matter-of-fact” part of your brand voice means you are communicating the facts and knowledge of the product. This helps your audience to trust you as not only a friend, but a friend that will tell it to them straight.
Your brand voice is an important tool for communicating with your audience. Every brand has a unique personality and approach. Make sure your audience is clear on your personality.
Need help establishing your brand voice? Let’s talk.
Hi, I'm Emma!
A Maryland girl who moved to Washington state seeking adventure, I adore writing and delight in sharing my favorite things. I celebrate whimsy and you can find me doing a happy dance when something really strikes my fancy.