As an author for NeONBRAND, I spend the majority of my time studying trends in web content literature. The first thing I look for is a brand’s voice–or the literary tone and style that websites use to project the attitude of their company. Establishing your brand’s voice has everything to do with your audience, online reputation and marketability. It’s essential to stay true to yourself without being overly opinionated.
Maintain a Natural, Clear Voice
Most advice I hear about establishing your brand’s voice is to be natural. But what if naturally you speak colloquially and go off on tangents? Then you’ll find your voice is too overbearing and distracting. The key isn’t just to be natural, but to be clear. Your audience’s main point is to understand your brand. Being clear ensures your brand’s message gets out there. Being natural provides that humanlike quality all audiences want from a brand.
Watch Your Mouth
Brands striving hard to have a strong voice can come off as overly opinionated. This happens frequently on social media platforms where people are more frank with their attitudes. You can lose a lot of support by being mouthy on your brand’s blog. Audiences are not impressed by narrow or aggressive opinions, and while you may initially see shock value responses, it typically won’t end well. A bad mouth can put you on the brink of bad publicity, and your company’s reputation will suffer.
It’s Not What You Say But How You Say It
Be careful of your opinions, but don’t fear expressing yourself. Just remember it’s not what you say, but how you say it. Being honest, aware and respectful when establishing your brand’s voice goes a long way. Keep in mind that you are catering to a group of interested clients. Don’t lose their attention by being lazy with your expression. Instead, try to relate to your audience by being helpful. You will in turn build a following who support and trust your brand for all its uniqueness.
How would you describe your brand’s voice?