When it comes to your marketing efforts, it’s essential that you develop a coherent brand identity early in the process. Most first-time business owners may mistake branding for something simple – your colors, logo, and overall presentation. But in the age of social media, it is so much more than that. To put it simply, brands that aren’t taking advantage of the internet are leaving money on the table. You need to have a consistent brand voice to leverage this powerful tool most effectively.
A Consistent Brand Communicates Your Values
Your brand’s voice is the “feel” of your content, and the story that you tell across multiple platforms using it. It helps customers identify your brand, its mission, and core values in comparison to all the others you may be competing with. Your brand’s voice communicates your values to your customer and establishes a relationship based on trust and authenticity. This is vital for a few key reasons. First, beyond establishing trust among your customers, keeping your brand’s voice consistent across all the mediums through which you interact with your customers helps to “personalize” your brand – crystallizing it in their minds almost as if it were a person that stands out from the rest. Your voice lets your customers in on your brand’s personality. To whom is your brand meant to appeal? What does it do to serve their needs that others do not?
A Consistent Brand Voice Gives Customers Something to Remember and Connect with
Second, a consistent brand voice, done well, can create emotional associations with your brand in the minds of your customers. When one thinks about some of the largest brands in the United States – Coca-Cola, McDonald’s, Apple, etc., certain emotions inevitably come to the surface, and this is by design. The “voice” of Coca-Cola focuses on eliciting happy memories in the minds of its customers: the bliss of a warm summer’s day out on the lake, or the unbridled joy of the Christmas season. These emotional associations, conveyed and continually reinforced through the visual and textual communication of Coca-Cola, are part of why the brand has elicited such enduring loyalty in the minds of the American public and around the world for the past 100 years.
A Consistent Brand Voice Encourages Engagement
Finally, a consistent brand voice helps to encourage your customers to better engage with your brand. When a brand has a voice, and thus an emotional, personalized connection in the minds of your customers, it’s only natural that they will want to engage with the brand as a show of their loyalty to it. You ultimately do not know through which platforms your customers will choose to pursue this engagement, however. If they have built one vision of your brand in their minds and come to find that it is presented very differently to an alternative audience, this may serve to break the trust and illusion of an emotional connection that your customers have already built up in their minds around your brand. Therefore, it’s vital that your brand’s voice be consistent so that this connection can be maintained across all your marketing endeavors.
TinyBull offers a variety of services that can help you create a consistent brand voice. From email marketing and search engine optimization to social media management and graphic design, we offer it all! Contact us or book a demo today!