Creating consistent online content can help to give your business a distinct personality
Being in charge of a small business is no picnic. You’ve probably got a hundred things to think about at any one time, from financing to marketing to employee wellbeing.
And because of this, it’s understandable when some things slip through the cracks. You might have the perfect marketing strategy in place, but what many entrepreneurs forget to do is establish a clear voice for their brand.
Giving your brand a personality is a great way to engage more effectively with your customer base online. Whether you’re going for a professional vibe targeted at serious business folk, or a tongue in cheek approach to attract millennials’ attention, using the right voice in your content makes it a lot easier to find your niche.
With that in mind, here are four essential steps to help you give your brand an authentic voice.
Ask the right questions
The first thing you need to do is find the voice that suits your brand, and one of the best ways to do this is to ask yourself the questions that matter the most:
- How would you describe your brand? What if you could only use three words?
- How is your brand different from other businesses in your industry?
- How do you want your customers to feel when they use your services and interact with you online?
- Which brands inspire you and your business?
- Which brands do you currently follow? Why do you like them?
Answering these questions can help you get your priorities in order and feel closer to your brand, making your voice more natural.
Personify your brand
Thanks to the rise of social media and platforms like Twitter, Instagram and Facebook, you can now engage with your customers on a personal level. This is where you share content, reply to messages, comment on posts and generally assert your brand online.
This can be a daunting prospect, but it helps to establish a set tone of voice for your business. Think of your brand as an individual. What kind of social media user would they be? Are they straightforward or considerate? Fun or professional? Do they like emojis? These questions might seem pointless, but they can really help you give your brand a personality that makes finding a voice much easier.
Don’t be afraid to act with your heart as well as your head when engaging with customers and posting content online. Emotions play a huge role in branding, as countless research shows.
CustomerThermometer reports that 65% of customers connect to a business if they feel its cares about them, while 55% follow a brand if it seems to be making a positive difference in the world.
Facts and figures are great, but show a little humanity too. This is how you make connections.
Get feedback (and use it)
With social media, it’s easier than ever to see how your customers feel about your content and your brand. Make sur you don’t simply use the worldwide web as a soapbox for your content and sales pitches, and instead take the time to connect with customers.
See how they feel about the content you’re pushing out and take the feedback on board — both the positive and the negative. Combining customer feedback with your own instincts about your business will help you develop the perfect brand voice.