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Have you found your brand voice yet?
By Chris Haycock | 26 May 2022
The words - and how you use them - you use to communicate with your target market are more important than you think. Here's why.
"Mr Haycock, looking at your requirements, and based on the brief that you kindly gave us, we can represent you for £x.xx".
"Mate, I'm gonna need to knock down that f***ng wall before it falls down itself. It'll mean you're £x.xx out of pocket, but I'll make sure it's safe".When you're in business, you have to communicate in the way that's expected. Otherwise, it looks odd, and you risk losing trust. Can you imagine a builder talking to you like a solicitor? Or a solicitor talking to you like a builder? The analogy is a little extreme, but the message is important: Get to know your target audience and communicate to them based on their expectations - not yours. Find yourself a voice based on your target market - and stick to it like glue. If you're selling a service for chavs, then become one. If you're selling to snotty rich people, then become one. If you're one of the above examples (solicitor or builder), and your marketing voice isn't consistent with your brand image, then you're going to struggle. Allow your voice to become who your business is: either a no-nonsense professional or a friendly, bring-it-on kinda guy/gal. Do it enough and it becomes your brand. And when you have your brand voice you have a solid foundation on which you can build your marketing.
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