Establishing a recognizable brand isn’t easy. But a well-developed company voice can help you stand out from the competition and build rapport with your clients.
What is a company voice?
“Voice” refers to the unique way you express your brand’s personality. It drives your communications and gives clients a better feel for who you are and what you stand for as a business.
Voice, however, shouldn’t be confused with “tone,” an emotional inflection that can change depending on the situation.
What are the benefits of establishing a company voice?
A consistent company voice allows your audience to develop a sense of familiarity with your brand. They associate your voice with your specific brand of expertise, products and services. This helps keep you top of mind with existing clients and connect with prospects who share your core company values.
How do you establish a company voice?
- Understand your audience. Sometimes mirroring their communication style can help you better personalize the message. But always be authentic.
- Define your company identity. Why are you in business? What problems can you solve for your clients? What sets you apart from the competition?
- Develop a personality. For example, you may want to note that your company voice is confident but not cocky and knowledgeable but not condescending. Such comparisons can help you pinpoint a distinct direction.
- Create a style guide for your team. Include notes on identity and personality. Address issues such as formatting, vocabulary and grammar as well.
Remember, once you’ve found your company voice, you want to keep it consistent across channels. The tone may vary depending on the situation, but your overarching personality should always be recognizable, even if your logo isn’t present.
Have questions? Feel free to get in touch.
