Every brand needs to have a voice. This is more important than ever if you want your company to stand out from the crowd. You need to think long and hard about what differentiates you from others. In today’s world of business, the market is highly competitive no matter the industry you work in – from hospitality and retail to education and services – so it is always a good idea to think about what you can do to raise brand awareness. One of the best ways to do this is by creating a solid sense of self around your company or organisation. This means that your brand is instantly recognisable, and customers know what you stand for. So how do you find your brand’s voice? Keep reading to find out.
Find out what makes you different
A good place to start when it comes to finding your brand’s voice is to think about what makes you different and unique. As mentioned, every market is more competitive than ever, so customers are searching for something different and of value. You should identify your USP (unique selling point) and keep this at the forefront of any marketing or advertising efforts. Your USP is not only the thing that customers will start to know you for but also what your employees can promote and look to for guidance. Identifying the problem that you are solving with your product or service and weave this into your communications strategy as this is a great starting point when you are looking to increase brand awareness and will give you a constant goal to come back to.
Create strong branding
When starting up a business or rebranding, creating a name, logo, and branding is probably the first thing that comes to mind. This is the best opportunity to define your brand’s sense of self and your identity. All these decisions will, of course, be taken after a lot of consideration and research to make sure that, for a start, you have the strongest branding possible and, also, so you don’t choose the same or similar names, logos or graphics to other brands or competitors. If you are recognisable across your website and social media, this will also make you more memorable to customers and, fundamentally, begin the story you’re telling to tell of and through your brand, which you want your audience and future customers to identify with.
Be consistent with your message
The messaging that you put out to your audience is an integral part of creating a sense of self and increasing brand awareness. You should think about the tone of voice you want to use and how you want customers or clients to perceive your brand. Should they look to you as a friend or an older sibling? Maybe as something more authoritative and educational? Once you have decided on the tone that is appropriate for you, be sure to carry this through all of your marketing efforts and PR. This means everything from website copy to how you interact with customers via email or social media. Transmedia storytelling is an essential component of the contemporary business landscape.
By continuing to be consistent with your messaging, your brand will start to become known for its tone and how you deal with customers, and so this strong reputation will help to boost your brand awareness. You can also highlight your message and what you stand for with ‘about’ and ‘our story’ pages on your website, which will give visitors a nice insight into the brand and strengthen your voice. Finally, make sure that any employees or team members are trained with this message and approach in mind so that your brand’s identity is carried through in every interaction.
Listen to your audience
Finally, although you want to carve your own name and voice for your brand, it is also important to listen to your audience and what they want in order to increase brand awareness. When you first launch your company, you must take the time to carry out market research to really narrow down who you are targeting. As your brand develops and grows, make sure to take time to keep up to date with market trends and changes so that you are keeping up with customer demand. This does not mean that you need to change your brand’s philosophy, but it may mean you need to introduce new product lines or services to better meet your customers’ needs, which will no doubt evolve over time. Even though you may adapt to market changes and keep your branding, imagery and voice the same, you will have to focus on customer service and expanding your reach. You could carry out polls or surveys online to ask what customers want, and responding to their needs will be great for brand reputation and awareness.
