It’s no secret that consumers are bombarded with countless brand messages every day. To keep your message from being drowned out by the noise, you have to develop a great digital brand with a unique and appealing brand voice.
A successfully defined brand voice can leave a lasting impression on your audience where you incite know, like, and trust for your brand.
Follow these 3 key steps to define your digital brand voice.
1. Personify your brand
To create a digital brand voice your audience can relate to and come to love, you must personify your brand.
Imagine your brand as a person. What would his or her personality be like? What words would this person use? What are their values and behaviors? Identify your character, purpose, language and tone.
You must also distinguish your brand voice if you want to stand out from competitors. If you are saying all the same things as your competitors in the same way, your brand is blending in with the crowd.
You want a unique brand voice that is immediately recognizable. To establish such a voice, develop a unique message with distinct delivery.
2. Appeal and Engage
In the digital space, brands foster customer relationships with communication. In the absence of face-to-face interaction, your digital brand voice is a key tool in building relationships with your audience.
Before you can attract your audience, you must first understand who your audience is.
- Determine your audience demographics. Age, education level, occupation, martial status, location
- Identify your audience psychographics. Lifestyle, personality, interests, attitudes
- Pinpoint their challenges. What are their pain points? What problems do they need to solve?
By having a complete understanding of your audience, you can select the appropriate brand voice to appeal, engage, and convey your brand’s value. Become aware of how your audience communicates and tailor your message appropriately.
3. Be Authentic
An effective digital brand voice must be authentic. Consumers are savvier than ever so it is important that your brand voice is believable.
A highly serious brand that tries too hard to leverage a hip trend or hashtag will run the risk of failing at being cool. A lack of authenticity can negatively impact your brand credibility and cause you to miss the mark with your communications.
Choose a voice that is in alignment with your core values and offering. To maintain your authenticity, make sure you voice is clear and consistent across your digital touch points including your website, ads, social media, and emails.
Authenticity and honesty also go hand in hand. Your reputation is important for your bottom line as consumers are less likely to do business with brands they don’t believe they can trust. Be transparent when communicating to gain your audience’s trust, loyalty, and respect.
Your digital brand voice plays a crucial role in creating connections between you and your target consumers. By developing a unique digital brand voice that highlights your brand personality and authenticity, you can build a brand identity that attracts your ideal customer and encourages brand loyalty.