When I was a little girl, my two cousins, my sister, and I had developed some kind of vocabulary that we still use nowadays (talking about being goofy). To be honest, it was not an actual vocabulary, that would have taken much more time and discipline. We just had some ridiculous terms to describe specific situations or invented suffixes that we added to “real words”. Our parents became used to that and they eventually started to understand what we were meant to say.
The same happens with a group of friends, for example. Even if they don’t invent words, friends, when they’re together, usually share some kind of code and speak in a specific manner that they don’t necessarily replicate in other situations or with other people. Why? Because people who don’t belong to that specific group might not understand them, might feel offended or they might just don’t care.
Have you ever wondered how your brand “talks”?
If you haven’t, take a moment and do it now.
Okay. Come back here. So? What did you discover? Does your brand talk consistently in the same way? If it does, is that the right way to talk to your customers? Have you already defined your brand’s voice?
Singing with the right tone
The tone of voice that your brand uses is what will set your brand apart from the rest. The way you speak will make people feel one way or another and if you make them feel the way you intend, it will be easier for you to influence them. Now, wait a minute, I am not talking about influencing them as some kind of obscure manipulation. Just to be able to persuade them about how great your products and services are. The tone of voice will express the personality of the brand. This is why you need to make sure that you have chosen the right niche and that that specific niche will be comfortable with your brand’s personality.
More than words
Words matter, and even more, if you are trying to build an audience and get that audience to buy from you. You should be able to, as Madonna says, express yourself, but you also need to make sure that the way your brand speaks resonates with your clients. The fact that you can rap doesn’t necessarily need to be shown in your brand if you’re a lawyer. Or, let’s say that you’re a salsa instructor. Your students might not feel represented by your brand if your website’s copy is written in an extremely formal style. So, are you choosing the right words to make them feel attracted to your brand?
Once you have defined your brand’s personality and the words you will use to express that personality, you need to be consistent. If people perceive that your brand talks always in the same way (not because it lacks creativity but because that’s the best way to show its personality) the ones who feel identified by that style will trust your brand and they might eventually become your clients.
What do you do? Who are your clients? What would you say to them? How would you talk to them?
Those questions will help you to develop your brand’s voice. Go over them as many times as you need until you find the right way to, not only, express yourself and your brand’s personality with authenticity, but also for your brand to become memorable and attract more clients.