10 Characteristics of a Successful Brand | Brand Voice
Successful brands speak their customers’ language.
I'm going to throw something at you here: Sometimes your customers don't want to be talked to in the way that you are talking to them. Wait, what?
As industry experts (in whatever industry you work in), sometimes we find it hard to take a step back and really think about what we are saying. It's easy for us to use industry jargon in our daily vocabulary talking to colleagues, vendors, and contractors. It becomes commonplace. We may not even realize we're doing it. When we carry that language over to the customer side of the business, potential and existing customers may be seeing or hearing your messages and thinking to themselves, "What the heck are they talking about?" Or worse yet, they may not be able to relate to what you are saying, so they move on completely. Even we find ourselves falling guilty of this. In meetings, we talk about SEO, unique audience size, and targeted ads without explanation. We see the blank stares. 😉
This is a perfect example of the need to understand—and use—brand voice (and persona, tone, and messaging). To relate to your customers, you need to step into their shoes. Start with the five Ws (flashback to elementary school!):
What is your product or service?
Who is the user?
Why is your product or service valuable to the user?
When will they use it?
Where will they use it?
How will it enchance their lives?
There are about a million different Who, What, When, Where, Why (and How), scenarios we run through when creating a brand voice for our clients. Above all else, relate to your audience and connect with them in a way that is authentic, meaningful, and true.