It is important for B2B companies to build an authentic personality, and develop a unique core set of values so that prospects feel uniformity and humanized touch-points in ways they are being treated. Some of the most successful companies have one thing in common on which their marketing strategy relies upon - a uniform, and consistent brand voice.
If you know how to use content to build your brand voice, your brand is recognized easily by your customers, as your marketing message cuts through the noisy clutter, allowing your prospects and customers to subconsciously and emotionally accept your brands.
If you use content to build your brand voice it ensures that you portray exactly the same personality, image, and language through your content strategy, as your marketing team aims to evoke among the potential customers.
Creating a brand voice strengthens your omnichannel advertising strategy and consistency, and ensures that your business is able to sustain, and grow amidst a competitive marketplace.
Thus, the brand voice process revolves around pervading a unique personality and emotion through companies' communication.
You use content to build your brand voice, that in a way conveys to your prospects that your brand has a unique personality, and you are driven by a strong sense of purpose.
Creating a brand voice also helps in delivering your marketing messages consistently, and developing a unique brand recognition among your prospects, and customers.
The importance of developing a unique brand voice is reflected in the following quote from Howard Schultz, Former CEO of Starbucks:
"If people believe they share values with a company, they will stay loyal to the brand."
Therefore, if you use content to build your brand voice not only you'll have an upper hand in showcasing your products or services to your customers, as compared to your competitors, but you'll also generate additional revenue by client retention, repeat purchases, and positive word-of-mouth marketing (WOMM).
Some of the most enduring companies have showcased unique and effective brand voice examples. These include Apple, MailChimp, Duluth Trading Company, and many others.
In this blog article, we will delve into how to use content to build your brand voice to provide a consistent experience to your prospects and customers, to reflect on your subject-matter-expertise, authority, and consistency, and to effectively deploy the localized and intelligent content strategies.
1. Develop a Convincing and Purpose-Driven Mission Statement
Remember Simon Sinek's concept of the golden circle?
People don't buy what you do, people buy why you do it.
Yes, you shouldn't start a brand if you're not purpose-driven.
For those of you, who have read Simon Sinek's Infinite Game, it must be easy to understand that working on your brand's purpose is an infinite game - a never-ending task, a conscious and consistent effort.
To reflect on a purpose you need to develop a mission statement first.
Make sure that you convincingly convey your customers how you can help them to resolve their pain-points.
If you want to use content to build a brand voice, we advise you to develop a content strategy that speaks a humane voice, that sounds friendly and straightforward.
Being informal and smart to reflect on your expertise is completely alright. You should sound sure of what you're offering; however avoid having an imposing voice, or being cocky or sloppy.
2. Your Brand Voice Should Resonate with Your Audience
Try researching the pain-points of your customers. You can gain insights from social listening or pick hints from community platforms, events, and influencers.
Learn more 11 Ways of Using B2B Influencer Marketing
Figuring out what resonates with your audience also involves paying attention to best-performing pieces of content using blog posts, videos, website pages, social media posts, and other pieces of content.
You'll need to consistently tweak your marketing messages and assets to ensure that brand voice fits your values and brand purpose.
Also, use content to build a brand voice by frequently auditing and optimizing your pieces of content.
You should frequently review your content assets including website, blog posts, social media posts, videos, print collaterals, etc. for audits.
3. Design a Client Survey
If you want to use content to build your brand voice, you'll need to understand the sentiments of your prospects and customers. This is where the client survey comes in handy.
Marketers can design a poll asking prospects how they picture their brands and whether they are satisfied with the experiences being delivered to them.
Depending upon the type of information you require, you can design a wide array of surveys.
Online platforms such as Survey Monkey allow you to design surveys with ease. Marketers can use social media platforms to share the survey with their followers or send it to their email list.
4. Research Your Audience Preferences
It is said that a sample represents a whole lot. An accurate sampling of your audience groups may help your brands to understand the audiences better.
If you want to use content to build your brand voice, researching your audience preferences is paramount - the more you understand your audiences the better.
Researching your audience inclinations, research methodologies, online browsing habits, reading habits, and generalizing the insights from the sample study, will help you to use content to build your brand voice that sounds familiar, similar, and natural to your target audience.
The data can not only help you to use content to build your brand voice but will also help you to develop strong relationships with your customers.
Furthermore, the same data can also be used for effectively running omnichannel retargeting campaigns, and for enhancing your existing audience base by tapping into unexplored audience mirroring opportunities, and by figuring out the lookalike audiences on social media platforms.
5. Adopt a 'Converse of a Theorem is also True' Mindset to Figure Out a Unique Voice
Sometimes, to figure out your core ideologies and missions to convey, figuring out the false positives or figuring out all the things that are not your core ideologies helps.
In order to use content to build a brand voice, marketers must remember that the geometric principles that converse of a theorem are also true. Put the philosophy to practice to come up with certain statements that best describe your brand, without any doubt.
This will help you in finalizing some really interesting insights to use for creating a brand voice.
6. Frame a Brand Voice Chart
This one is pretty simple!
Forming a brand voice chat involves deciding on the brand voice characteristics, description, do's and don'ts, and drafting it down in the form of a chart or table.
Brainstorming on the particular sections, and sub-sections equips you to use content to build your brand voice that delineates the traits of your marketing messages.
7. Be Consistent and Precise and Document Your Brand Voice Percept
For you to use content to build your brand voice, you need precise and unambiguous guidelines to follow.
Documenting your content strategy ensures that you have a consistent standard, and the pieces of content that you create, are customer-centric as well as reflecting on the standard and tone of your brand.
Even if different people are creating content, and writing copy your brand should sound like one unique entity.
Documenting your brand voice percept is useful for effective project management, ensures consistency amongst writers, helps you streamline the gaps between your branding endeavors, and offers resources for your writers to reference.
Wrapping Things Up
For successful marketers, it is important to use content to build your brand voice to adopt a tone that converses with the prospects and customers in the best possible ways. Implementing the steps described in the blog will help you develop a contextual brand voice.
Also, over a period of time, you should review all your voice attributes, and optimize them, the lesser performing ones, in particular, to be more assertive and aspirational in endeavoring to suffice the requirements of the prospects and customers.
Valasys Media is a well-renowned name in providing B2B customers with shedloads of marketing solutions, personalized to suit their specific requirements.
Our services including lead generation, lead nurturing, account-based marketing, list building services, contact discovery services, content syndication services, event promotion, appointment setting, business intelligence, and CRM services, help you to set-in hyper-tailored and optimizable marketing campaigns to realize your business bottom-lines.
Contact us and our passionate marketing professionals will guide you on ways to build perennially healthy sales pipelines and optimize the status quo of your marketing for good.