Speaking to your Target Demo: Establishing & Refining your Brand’s Voice
One of the fundamentals of marketing for your business is defining your brand’s voice and how that voice relates to your target demographic. Brand voice is the personality your brand takes on in all its communications. The voice and tone you use often reflect your brand’s personality and, in turn, its impact on your consumers. Paying attention to popular trends your target demographic is engaging with, reviewing direct feedback you’re receiving on your content, and creating consistency among various channels can help establish or strengthen your brand’s voice. 91% of surveyors from a recent study conducted by HubSpot agreed that brand language is a core part of marketing strategy. The following are just some of the many ways you can establish and refine your brand’s voice to leverage your engagement with your target demographic.
Most businesses have a presence on social media. Social media constantly is evolving as new channels come and go, so it is important to pay attention to the trends your target demographic engage with in order to refine how your content is perceived and increase your probability of retaining customers. Something as simple as using an emoji in your Facebook or Twitter posts can help increase your consumer engagement. In fact, a study by WordStream revealed that using an emoji in a Tweet can increase engagement by 25% compared to those messages without one. Similarly, using an emoji in a Facebook post can increase post shares by 33% and interactions with your post by 57%. While many may argue that emojis are only applicable for a younger demographic, it can also be used to create eye-catching lists or spread out event information without being too cluttered. Following and understanding which channels your consumers are prevalent on and how they’re engaging with content on that channel can aid you in tweaking your brand’s voice to meet the market trends and keep you up to date with your competitors.
Another direct way of understanding how your brand’s voice is being perceived is by reviewing direct feedback you receive on your content from your consumers. The number and type of user comments show how well the consumer has responded to your post and, in turn, allows you to fully understand the verbiage they’re using and applicable interests that you can leverage in future content. Many businesses develop “buyer personas” – semi-fictionalized representations of your ideal customers based on data and research, as defined by HubSpot. These buyer personas can make it easier to tailor your content, messaging, product development, and services to meet their specific needs. That, successively, allows you to reform and strengthen your brand’s voice.
Keeping your brand’s voice consistent through various channels is crucial towards audience engagement. Consistency can establish credibility for your business, build trust, generate leads, and strengthen your reputation. Take Nike, for example. Nike’s logo and “Just Do It” slogan stay consistent through their advertising and merchandising. Even when visiting another country, the swoosh and “Just Do It” line are displayed in their advertising. That is part of Nike’s voice – encouraging their consumers that they, too, will be successful if they wear Nike products. Using brand slogans or mission statements, adjectives that describe the vibe of your content, or staying consistent with hashtags can help your consumers relate to your content. Brands with a strong voice will sound the same on social media, in email marketing, and in blog posts. A good brand voice will help your brand stand out among the competition and create stronger brand loyalty.
Need some help collaborating with finding or refining your brand’s voice? We have your back! Contact us today to figure out how we can help you can leverage your brand’s voice to increase engagement with your target demographic. It may just be the missing piece of your business’s marketing strategy!
