Do you have clear tone of voice guidelines in place for your brand? If you don’t already have a messaging framework in place, you need one, especially amid the cost of living crisis. Knowing how to craft your brand voice, be sensitive and communicate effectively with your audience is more important than ever when consumers are looking to cut costs – don’t let your brand be the corner they cut!
Looking to translate your brand’s voice across platforms to stay top-of-mind? Here is your ultimate guide to building your brand (and gaining more customers as a result).
The proof is in the planning
You can’t build a good brand without taking the time to sculpt it. So, what exactly do you need to consider in order to set the foundations of your brand?
Consider the following:
- What makes your brand unique?
- What’s your mission statement? What is your brand trying to achieve?
- Who is your audience and what problem do you solve for them?
- How can you translate your brand into everything you do? Think about the energy your brand exudes. How does this translate to your colour palette and brand buzz words? How does all of this fit together to create a coherent brand image?
Creating a coherent brand identity across platforms will increase brand recall. Your colours and brand buzz words will further reinforce this.
Engage your audience at every stage of the funnel
Once you’ve nailed your tone of voice, it’s time to put your brand to the test. When creating campaigns, keep tone of voice in mind. Adapt your writing style to successfully nurture your audience to conversion and understand where they are in the funnel.
Speaking of the funnel, let’s look at its specific stages and how your tone of voice will adapt to it.
- Do you know your target audience and where they’re active online?
- What sort of content does your target audience resonate with?
At the awareness stage, audiences can be clueless about your brand, products, or services. So, your tone of voice should sound distinctive and intriguing.
Consider how you can get your target audience interested in your brand with whimsical language or by presenting them with a common issue and how your brand can fix it.
- What are your competitors doing, and what sets you apart from them?
Setting yourself apart is essential, especially amid the cost of living crisis when competition for customers is fierce.
During the consideration phase, you’ll want to use a more direct tone of voice that guides your target audience towards conversion. Remember, they’re still making their mind up so you’ll still need to convince them that your brand is right for them. They’re also one step closer to conversion than they were, so you’ll want to be even more engaging with your copy, while clearly directing them to your CTA.
If your audience is still in the decision-making process, give them another reason to choose you. Switch up your copy and convince customers that your brand can solve their current problem. This is your chance to show off your other products, services or offers to paint a picture of your brand.
It’s also time to position yourself as an expert who can solve their problems. Lean on testimonials and customer reviews at this point.
The decision stage is your chance to convince your audience to convert; impactful messaging is an absolute must at this stage.
Speak directly to your target audience with your copy, tailoring it to them where possible. You can achieve this by segmenting your audience and creating ad sets specifically for each audience. You’ll also want to consider adding some punchy stats to your copy and ad designs to fully convince your audience to opt for you over your competitors.
Our Copywriter’s top tips:
- Consider your brand as a person
Create a persona for your brand. Does it sound like a best buddy, a politician, or a kind neighbour? Whatever your brand sounds like in your head is what needs to be portrayed on paper, and thinking of your brand as a character will bring it to life.
- Keep your Tone of Voice consistent
As we said, your brand needs to be portrayed consistently across the platforms it’s present on.
The best way to do this is by writing a Tone of Voice guide so everyone creating content for your brand is on the same page from the get-go. Remember to include key do’s and don’ts, conjuring up a holistic image of what your brand should be and how your team should seek to represent it.
- Your brand is everything, not just your content
While your owned media (what you produce and how you choose to portray your brand on your website, social media etc.) plays a major role in your brand image, you’ve also got to monitor your earned media. Earned media is any content written about your brand, whether good or bad. It can seriously affect your brand’s reputation and image if you’re not on top of it.
Building good relationships with your customers will help to reinforce your brand in a positive light. 86% of people will hesitate to do business with a brand that has negative online reviews. Reviews are a form of earned media, so you’ll need to monitor your online presence carefully to maintain a positive reputation and keep the customers rolling in.
Download our free messaging framework
While these are some of our top tips for creating a bulletproof brand, it doesn’t stop there…
It takes continual refinement to take a brand from good to great. You’ll learn even more brand marketing secrets (including how to alter your tone of voice according to platform and stage) in our downloadable messaging framework template. Plus, it’s free! So why not make the most of the download to boost your brand? Get your copy by clicking here.
Our team of marketing strategists and creative designers have provided rebrands for many of our clients, refreshing their creative, their website and their overall brand strategy. Get in touch if you’d like us to do the same for your business.