Brand voice in the content marketing world can be a difficult thing to define. After all, there’s a lot to think about when considering what tone you’d like to have your brand take on across different social platforms. The voice you choose to represent your company will ultimately impact who ends up using your product. Defining your target market, ideal personas, and catering to their personal needs ensures that your company will be receiving the highest flow of customers possible.
Voice Definition for Your Brand
According to an article by 99designs, “Brand voice is the way you talk to your customers and is defined by your brand’s style of communication.” Every brand will have a unique audience that they’re trying to appeal to, and the brand voice should cater toward that audience. Think of the official Wendy’s Twitter account appealing to younger audiences by using the slang and language they would use on their platforms.
How to Define Voice
To decide what voice you use for your brand, you’ll need to take a few things into consideration. You may want to make a list of words or concepts that define your brand. This will help you decide what tone you should use. Is your brand serious? Funny? Who are you talking to? You’re going to speak completely differently to college professors than you would to your gal pals on a girl’s trip.
Considering your own voice is important as well. If you talk a certain way, but you want your brand to sound completely different, you may run into issues working against your own tone.
Staying Consistent
This one is pretty simple to explain: if you’re consistent in your voice across platforms, you’ll keep attracting your target audience. You can always tailor the kinds of content you’re producing to different platforms, but as a general rule, you’ll want to make sure that your overall tone remains the same.
Connecting With Your Audience
To reach your audience, you’ll need to connect with them by using their language. When first starting a business, many people in the content marketing world have asked, “why do I need a target audience? My product is for everyone.” While your product may be used by everyone, your marketing shouldn’t cater to everyone.
It’s important to pick a specific audience to market to because you can more closely connect to them. The more personal the branding, the more likely people are to connect emotionally. It’s important to note that people buy products based on emotion, not rationality.
Buyer Personas
Who exactly is your target audience? While target audience is the term used to describe your audience as a whole, a buyer persona is a little more specific. A buyer persona is the ideal fictional person that would hypothetically buy your products.
Having a few buyer personas will help you figure out exactly who you’re marketing to. You’ll be able to determine exactly how to sound and come across to appeal best to your audience as a whole. Remember, as far as social media goes, there are tons of different people who all use their own voice and slang terms. Do your research and try to emulate the style of your market.
Communication is Key
Now you know that you have to pick specific personalities to market your product to, and you know that you have to reach their emotions. But how exactly is that achieved? It’s simple: you need to tell a story, and you need to make the consumer feel like they are the hero of that story. It’s far more about the feeling that you give consumers than what you are offering. You should have the goal to always communicate your stories and values every time you make a marketing plan.
Break Into the Content Marketing World
At the end of the day, the voice you use across different platforms can make or break the tone of your brand. Using emotions to connect with your customers will ultimately lead to success in content marketing as you continue to build and market your brand. With professional writing and a little bit of strategy, each and every post or project can bring you one step closer to connecting personally with a potential customer.
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