Words: Lauren Regan, Account Director
The opposite of love isn’t hate. It’s indifference.
As brands we have to try every day to make our consumers feel something when they interact with us and they can’t do that if they never get the chance to know us on a deeper level.
Constantly spouting sales messages at your audience doesn’t help them to get to know the real you and you end up on the peripheries of their world, as they indifferently absorb what you have to say and fall in love with the brand next door who, like, totally gets them.
Trust in brands is at an all time low in 2019 and businesses need to be brave if they are going to continue to engage customers in a memorable and profitable way.
Take a moment to think about who you are as a company. Not what you do, not what you sell but who you really are. What do you believe in and why should your customers take the time to engage with you over your competitors? Ultimately, why should we care about what you do? Once you have this nailed, every other part of your story will naturally fall from this brand vision and voice.
Having an opinion is just as important for a brand as it is for an individual when it comes to forming relationships and affecting change. Almost every change throughout history was only able to occur because someone communicated their belief that it should. Opinions are not only a catalyst for change, but they also help in defining the kind of organisation you are. Having an opinion shows passion, determination, and knowledge. It shows that you are capable of taking a stand.
By finding your voice you can begin to shape your brand identity and align yourself with your audience in an authentic way, but that doesn’t mean making everyone like you. If you truly believe in your brand identity and voice then you shouldn’t care whether some people disagree, more often than not they weren’t the right fit for you anyway. Having strong values shows that you are passionate, curious and understand the world and your place in it, something which is particularly important to today’s consumers who place a lot of emphasis on provenance.
The world of marketing today is very noisy – brand messages are daily wallpaper as we look for that one social post that makes us stop – because we feel something. Humans get bored easily, really easily, and if your voice is consistent, relevant and authentic across all of your channels and content then they can work you out without having to work too hard.
It’s often helpful for brands to see themselves as a single person, who speaks in a certain way and has their own unique set of values, attitudes, and behaviours – if your company was a person, what would they look like? How about they speak? How would they dress and what would they like to talk about?
Ultimately a consumer should have the same experience if they speak to your team on the phone, read a post on Twitter, flick through your newsletter or browse your website. Your voice and agenda should be consistent and easy for them to understand and link back to you.
Don’t forget about your people. We like to work for businesses that have a strong sense of self so when it comes to talent attraction, you’ll find yourself building a team of like-minded brand ambassadors who believe in what you are trying to do and why.
Most importantly, think about why you believe in what you do. Embrace that feeling and take your customers on that journey with you, so they feel it too.
If you’d like some help on finding your brand’s voice, why not drop us a line on email@example.com?