Do you even need to have a clear brand voice for your product or business?
Well, in the words of the Grand Baboon from The Lion King, “Come clooooooser.” Because you need to hear this.
“Yes. Yes you do. You NEED a clear, defined, maintained, UNIQUE Brand Voice for your business.”
In this age of social connection and media mania, a business without a brand voice is like serving-up two different plates of spuds.
One potato mass is served with lashings of butter, flakes of soft cheese, crystals of salt and maybe even crumbly bits of bacon.
The other? Straight-up; cold, grainy and grey.
Which potato plate are you going to choose? (And seriously, if you pick the latter? Well, we’ll just insert the slap-face- emoji right here 🤦🏽♀️shall we?).
Now apply the same principle to your brand voice. Without one, your business is bland, inconspicuous, and truthfully, flat-out boring. Who wants to engage with bland business?
We all want to engage with and choose businesses that display consistency, presence, confidence, and, in todays social media stratosphere, one with charisma too.
So, there’s that. But to make this even easier to get a handle-on, I’ve outlined 4 clear reasons why developing, and sticking-to, a clear Brand Voice is essential for your business.
1) You become more than a commodity.
A smart bloke called Philip Kotler once said, “If you are not a brand, you are a commodity. Then price is everything and the low cost producer is the only winner.”
If you have a fabulous, unique product and business, you shouldn’t be competing on price. You’re above that, and you know it.
2. You have the keys to influence.
With a great Brand Voice, you influence people through tone, triggering a certain ‘feeling’ when people interact with your business. Because here’s the thing, people may not always remember the name of your business, or even the imagery of your logo, but they will for sure remember the way you made them feel. We are creatures of intense feeling after all. Recognising that gives you the key.
3. We trust what we know.
Using a consistent, clear Brand Voice, helps generate a sense of familiarity with your potential and long-term customers. When a place, person or business feels ‘familiar,’ our trust expands, and our decision-making process is made easier. When we trust; …. we act, we make purchases and we return.
4. You stand-out from the crowd.
Above all, with a Unique Brand Voice, you stand-out from a saturated marketplace. When you use a recognisable tone of voice in all of your communications and advertising, you weave your own culture, both within your team, and among your customers. Your Unique Brand Voice makes you stand-out, with distinctive confidence and charisma.
(Kind of like a Cockatoo, at the top of the highest gumtree, bobbing his sulphur-crest with a made-you-look grin).
Where to from here?
Are you in a business you believe in, but aren’t sure about your Brand Voice or how to target your market? Watch out for our post next week – we’ll be giving you some hot tips to build your own Unique Brand Voice.
If you can’t wait that long, and want an expert on the job, reach out. We’ll Cockatoo some brilliance up for you.
A useful resource for you to check out might be some of Philip Kotler’s work. He’s the Wise Sage of marketing.