Hi, welcome to our series of “25 Common Content Marketing Mistakes that are costing your business”. Today, we are going to discuss another common content marketing mistake, No Voice.
A wrong or no brand voice in your content can significantly harm your content marketing strategy. Due to an inappropriate or inconsistent tone in the content, it fails to connect with the target audience. Wrong brand voice not only restricts engagement, it also harms your brand credibility.
So, let’s examine the drawbacks of the wrong brand voice, the advantages of the right brand voice, and the steps to implement it in your content for an effective marketing strategy.
What is a brand voice?
A business or product’s personality is embodied by its brand voice. The brand voice is the thread that connects a brand story, along with the logo, colors, tagline, and slogan. Your brand identity is created in significant ways by the words you use and the way you say them. Customers may distinguish your brand from competitors with the use of a brand voice. The tone and voice of your company’s brand are distinctive, much like your own voice.
Drawbacks of wrong brand voice
Lack of connection
If the brand’s voice doesn’t align with your audience’s expectations, your audience may not emotionally attach to your content, which could decrease engagement and conversions.
Lack of trust
A voice that is inconsistent or excessively commercial can cause your audience to question your sincerity, which will affect their loyalty and trust in your company.
Negative perception
An excessively professional, too informal, or improperly amusing tone can drive away customers by giving the wrong impression of your company.
Difficulty in standing out
A bland or generic brand voice disappears into the background, rendering it difficult to tell your content apart from that of your competitors.
Misinterpretation of message
Confusion and misunderstanding among your audience may result from a tone that is inconsistent with the intended message.
Importance of the Right Brand Voice
Builds brand personality
Your brand’s personality will eventually be reflected in the way you describe your brand, how it operates, and how it might help a customer with their problem. To interact with your audience in a relatable manner, it is crucial to take into account their demographics, interests, purchasing patterns, and likes and dislikes.
Addresses your audience directly
The right consumers can be reached directly via a strong brand voice that speaks to their lifestyle and is relevant to the services you offer. A strong brand tone helps you differentiate yourself from the competition and makes customer communications more genuine.
Creates consistency
Consistent content creation requires a voice and tone that are in balance. Consistency contributes to trustworthy content that customers can rely on. Conversely, a brand that lacks consistency in its voice may cause people to question its legitimacy.
Distinguish you from the competitors
A well-known brand may be an indication of how familiar customers are with it. Being familiar with your company’s brand name indicates that customers are comfortable with it, which is a positive thing. Customers are far more likely to choose a product or service from a brand they trust than from one of its competitors.
Creates authentic connections
If your message is sincere, a strong brand voice can assist you in building real connections. Trust is attracted to authenticity. You’ll have a higher probability of closing a deal than a business without a genuine brand voice when you show your brand as a reputable name in the marketplace.
Key aspects of a prominent brand voice
Personality: Recognizing the personality attributes of your brand and applying them to your content.
Tone: Deciding on the right tone for the content depending on the audience and situation.
Language: Utilizing language and phrases that complement your target market and brand image.
Consistency: Maintaining a unified tone throughout all marketing platforms, such as emails, ads, websites, and social media.
How to build the right brand voice
Identify target audience: Recognize your target audience clearly and adjust your voice accordingly.
Create a brand personality guideline: To ensure consistency, draft a document describing the tone, terminology, and style you want to use.
Research your audience: To find out if your existing voice is effective, gather input from your target audience.
Inform your content creators: Convey the proven brand voice to every team member who creates content.
Review and refine: Make any necessary revisions after regularly reviewing your content to make sure it reflects your brand voice.
Conclusion
Building the right brand voice is very essential for a successful content marketing campaign. Your brand voice should reflect your company’s aim and the solutions you have for your target audience.
You should understand your target audience, their interest and behavior, and build content that carries your brand voice effectively is essential for marketing strategy.
Creative Raven can help you analyze your brand, and your target audience, and build a content marketing strategy according to a strong brand voice. So, get in touch with us to grow your business.
