If it happens that you automatically associate certain qualities to a well-known brand when you remember it, that means that they have done their job well. As a brand that is still in its infancy, to become successful, you need to stand out. And to be able to do that, you need a clever plan - so here are four steps to help you create a distinct brand voice.
Analyze your target market
For your brand to find signature qualities to be associated with, you need to define what makes it stand out. The key to this discovery lies within your current and prospective customers and the way they see your brand. And if you dig a bit deeper, you will soon learn that in order to learn about their stance, you need to gather various data on your audience such as:
Your target audience’s demographics, that is, information on gender, age, marital status, occupation, income, etc.;
Their psychographics, which includes their interests and their frustrations as well;
Their roles, out of which users, influencers, and decision-makers are the most relevant to you.
All of these data will help you narrow your scope so that you can pinpoint your target audience more precisely and offer them your product in a manner and shape in which it would be most appealing to them.
Commit to originality
Although it is somewhat flattering that somebody finds your brand inspiring enough to copy it, in reality, it is frustrating. Big brand names sometimes struggle for years against their copycats because those brands are disrespecting them by profiting from the brand identity and voice they worked so hard to build. So, here are some do’s and don’ts in this regard:
You should keep an eye on what is going on with your competition, especially the big names in your niche since you need to learn how to stay relevant and to know what you are up against.
Once you start developing ideas, it’s better to do a bit of research at the very beginning to make sure you weren’t subconsciously inspired by an existing idea or that yours might accidentally match some other;
If you have ideas but you are not sure how they would mix together, it’s best you hire experts from The Sphere Agency which will create a tailored brand strategy and that can even offer advice when it comes to marketing.
Fighting for your piece of the cake in a competitive business world is difficult but when it comes to your brand voice, it needs to be original. So, no matter how much you want to be like the big brands you admire, you need to stick to that original unique spark that pushed you to start your small business in the first place.
Consult with your team
Your brand voice shouldn’t just dazzle your audience – it needs to also sit well with your employees. The best method to go about it is to be open and ask for their opinions. You might opt for a survey or a brainstorming session but it is vital you include them for the following reasons:
Employees who genuinely care about the company and brand they work for are more productive since by allowing them to participate in the decision-making process, they feel appreciated and therefore more motivated;
Besides productivity and innovativeness as results of employee involvement in the creating of a brand, you will also strengthen the bonds among them which will be reflected in a more pleasant working atmosphere;
In case you were unable to involve all of them, still all of the employees need to learn about your brand voice in order to embrace it fully, which is why organizing a training session is more than necessary.
No matter how great the competition might be, you always have something fresh to offer. The trick is to make a detailed plan and don’t skip any steps since knowing your audience and how they communicate can be of great help with finding your unique voice, and so can your employees’ feedback.