Harness the power of your voice
Why developing your tone of voice is one of the most cost-effective ways to make waves in a crowded marketplace. A guide for forward-thinking organisations committed to making a meaningful impact.
In today's fiercely competitive marketplace, standing out from the many brands vying for attention can be daunting. With big budgets often overshadowing smaller players, it's easy to feel your voice may be drowned out.
But what if we told you that businesses of all sizes can make a significant impact without breaking the bank? Enter brand voice.
Think about it: in a world filled with countless (often meaningless) marketing messages, it's the brands with a distinct and authentic voice that truly resonate with consumers. A well-defined brand voice isn’t just a collection of words and phrases; it's the soul of your organisation, the essence that sets you apart and establishes a deep connection with your target audience.
Now, we understand that marketing budgets for small businesses are under pressure. However, defining your brand voice goes beyond mere cost-effectiveness. It's about creating a lasting legacy that inspires, engages, and drives meaningful change.
By investing in developing a compelling brand voice, you unlock the potential to:
1. Cut through the noise: your unique brand voice acts as a beacon, helping you stand out from the crowd. It's your secret weapon for capturing attention, creating a lasting impression, and attracting your ideal audience.
2. Build emotional connections: a well-crafted brand voice has the power to evoke emotions, creating a bond between your organisation and your customers. When people feel connected emotionally, they become loyal advocates, promoting your brand and amplifying your impact.
3. Drive meaningful change: beyond simply selling products or services, a strong brand voice allows you to convey your values, beliefs, and purpose. By aligning your brand with causes and initiatives that resonate with your audience, you become a force for good, inspiring positive change in the world.
So, while big marketing budgets may seem like an advantage, remember that creating an impactful brand voice can level the playing field. By understanding your unique strengths and values and communicating them effectively, you have the power to make a significant difference.
What is a brand voice?
Your brand voice refers to the personality and style of your brand's written communication. It encompasses the words you choose, how you structure your sentences, and the overall feeling you convey to your readers.
As a small business, I’ll bet you’ve spent a fair amount on your website, logo, and brand colours. Most people understand that visual identity is important for making a good impression and attracting customers. However, for some reason, they often neglect their verbal identity, which is just as important (if not more so). It's an essential part of creating a cohesive and consistent brand experience. Remember, pictures don’t sell; words do.
It’s noisy out there
We’re all thinking about ways to stand out amid the noise. But making more noise isn’t the answer. In her book Marketing Above The Noise (2015), Linda Popky argues we should focus on making a positive sound instead.
“In conversation, you can only avoid noise in two ways: talk louder than the other person or be completely silent. In marketing, if you go for the former, customers will get annoyed with you, and if you opt for the latter, they’ll ignore you. But there’s also a third way in the marketing world: you can create something positive people want to be around.”
This means having empathy and understanding your environment. What are people discussing, and why? What do they care about? Tap into their emotions.
As Andy Maslen writes in his book Persuasive Copywriting (2019), good copy will evoke certain emotions in a reader because emotions are at the centre of our motivations. Every time you write any copy, you’re hoping the reader will take a certain action, whether to make a purchase, donate, or sign up for a newsletter.
It doesn’t matter what platform you’re on or that the marketing landscape has shifted away from paper and ink towards social media and content marketing; people are fundamentally the same.
Today’s customers have many of the same emotions, fears and desires that their predecessors had 50 or even 100 years ago. And what good copy has always done, first and foremost, is to evoke the emotion that will motivate the customer to take a desired action.
These basic marketing concepts have endured over the years and are still relevant. If you’re feeling overwhelmed, don’t worry about short-lived trends and focus on what has been proven to work. Going back to basics is a lovely thing to do for businesses on a small budget, and developing your brand voice is a fundamental part of that exercise.
How does brand voice impact your business?
The aim is to create a verbal identity that resonates. You want to speak the same language as your customers. Here’s why:
It drives connection
When you have a clear and consistent brand voice, you’re having a conversation with your audience on a personal level. They feel like they're talking to a real person, not just a faceless corporation, making them more likely to engage with your content.
It makes you memorable
Having a clear brand voice is a great way to stand out in a world where everyone's trying to get attention. It's your brand's personality, and it's what will make people remember you.
It inspires action
A persuasive and engaging brand voice can make all the difference in getting people to take action. Whether you want them to buy something, sign up for a free trial, or download a whitepaper, the right brand voice can make it happen.
It gives you confidence
There’s nothing more empowering than knowing what to say and how to say it.
Confidence is so valuable in this context, especially if you ever get imposter syndrome (I mean, who doesn’t). If you know you've got something special and valuable to offer your customers, and you can talk about it in a way that makes sense and feels real, that'll come through across all your communications. And it will make your customers’ experience with you positive and memorable.
How to develop your brand voice
Developing your brand voice takes time and effort — or not if you invest in two seasoned writers to do it for you! Here are some tips:
Identify your brand values — what core values does your brand represent? Your brand voice should reflect these values.
Understand your audience — who are you writing for? What are their interests and needs? Make sure your brand voice resonates with them.
Be consistent — your voice should be consistent across all channels, including your website, social media, and email marketing. However, your tone can flex according to the situation.
Be authentic — your brand voice should be genuine and authentic to your brand. Don't try to be something you're not. You’ll just waste time fretting every time you put pen to paper (trust us, we’ve been there).
Need help finding yours?
In a crowded marketplace, a strong brand voice is your competitive edge. It's how you forge authentic connections with customers, build lasting brand loyalty, and fuel sustainable growth. Sure, purpose matters, but profitability is the lifeblood of your business. Target your ideal customer with intention, then craft a voice that resonates, persuades, and closes the deal. Authenticity is your superpower, so embrace it.
Because when it all gets a bit much, you need to find your tribe. You can’t be everything to everyone. As Brian Sooy, author of Raise Your Voice (2014), says:
“Making your voice heard in this cacophony can be nearly impossible. Your only hope is effective communication, and that means speaking with a single, clear voice. That’s because the best communication is clear communication.”
If you’re interested in learning more about our tone of voice guidelines, contact us. We’d love to work with you.
