People talk. This is how we communicate and understand each other, structuring the society we live in and the relationships we form. Brands and companies talk too, but how often do we stop and think about some of those all important questions – what are we saying, who are we talking too and are they even listening!? Here are some key points we find useful to talk about with our clients to ensure their brands talk with a strong and distinctive voice.
Who are you talking to?
A brand voice allows you to communicate your company’s principles and values, your unique persona. It is one of the most significant and expressive parts of your brand. However, all of this impact can be lost without thinking hard about who it is you are speaking to – your audience. What do they need? How should you speak to them? What are the best channels to communicate to them? Thinking these things through carefully first, may be the difference between connecting with your audience and alienating yourself from the market.
Are you listening?
It’s an overused phrase, but in our culture of 24hour news, constant streaming and social media updates, content is most certainly king. Useful insights and interesting content are important to your relationship with your audience. But providing great content is just not enough, conversations with your audiences are vital. Brands that speak, need to listen too and this needs to be demonstrated through your website, advertising and social media channels. Our work with ATL demonstrates this in a visual way – showing both that ATL have a strong voice to speak out on issues that matter, but will also listen hard and take on board the issues that matter most to their members.
Is it accessible?
When communicating anything as a brand, every opportunity and channel should be judged on its own unique set of parameters and merits. Your audience’s time is precious, so breaking content down into accessible, bite-sized parts is essential.
Our Ideas in Motion campaign is the perfect example of this. To increase the accessibility of the campaign we encouraged members of the public to submit their thoughts on how taking public transport could benefit them, rather than being stuck in traffic for hours. We turned this user-generated content into ‘ideas’ that acted as simple hooks to grab people’s attention. Each output was seen as a unique opportunity to engage people and by creatively applying these simple, direct ideas, we led people in to engaging with the more complex issues the campaign was highlighting.
It gave the campaign an added level of validity and was key to establishing strong momentum, in turn giving Ideas in Motion great prominence and recognition and delivering results that exceeded expectations.
How are you saying it?
‘Be yourself’ is an important mantra for us all as individuals and its just as essential for brands and companies too – people will always see through it when we’re trying to be something we’re not. Crafting an individual, honest and distinctive tone of voice is a powerful way of engaging with your audience and helps sets you apart from competitors, cementing your unique position in their minds eye.
Our client Jimmy Blanco, a Latin-Australian fusion restaurant, proves how a distinctive tone of voice can permeate a brand and add massive value. All of the restaurant’s content and touch points adopt Jimmy’s unique persona and somewhat interesting outlook on life. It creates a genuine brand experience that creates loyalty and helps the restaurant stand out from its competitors.
In summary, it’s harder now than ever, to create an inspiring and honest voice for your brand, but there has also never been a more important time to get it right. We all have a natural desire to feel like we belong – to build relationships and have conversations that are genuine and personal. When you’re able to establish this relationship with your audiences, you’ll gain the ultimate brand loyalty.
Speak up if you’d like help with your brand, give us a call.