It's no secret that consumers are bombarded with countless brand messages every day. In order to keep your message from being drowned out by the noise, you have to develop a great digital brand that has a unique and appealing brand voice.
A successfully defined brand voice can leave a lasting impression on your audience, allowing you to build knowledge and trust around your brand.
Follow these three key steps to define your digital brand voice:
1. Personify Your Brand
In order to create a digital brand voice that 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 his or her values and behaviors? Identify your character, purpose, language and tone.
You must also distinguish your brand voice if you want to stand out from your competitors. If you're saying all the same things as your competitors in the same way, your brand is blending in with the crowd.
You want to establish a unique brand voice that's immediately recognizable. To establish such a voice, you must develop a unique message with distinct delivery, as the Digital Branding Institute suggests.
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 the people who make up this audience.
- Determine your audience demographics: Age, education level, occupation, marital status and location
- Identify your audience psychographics: Lifestyle, personality, interests and 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 to and engage your audience and convey your brand's value. Once you become aware of how your audience communicates, you can tailor your message appropriately.
3. Be Authentic
An effective digital brand voice must be authentic. Consumers are savvier than ever so it's 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 your voice is clear and consistent across your digital touch points, including your website, ads, social media accounts 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.
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