Every post on Facebook, or any tweet on Twitter highlights the voice of your brand. Every reply or comment you make is a showcase for your brand. If you do not stick to the same voice, your brand lacks definition and continuity.
Just as providing killer content and great visuals throughout your social media marketing is essential, so is your brand voice. The key to always being the right voice is brand awareness; understanding the basics behind your business and what you are looking to achieve through it.
Think of all the household names that you recognise today, Coca Cola, Amazon, Fairy Liquid – these are brands that you recognise just by the name. These companies have defined exactly what their products are, defined clear images/logos that everyone knows and relates to – these brands are well loved, well known products. Yes, it takes time to get to that stage but the key to behind an up and coming brand taking off and becoming popular and well-known is having a clear brand awareness and committing 100% to it.
Definition of brand awareness:
“Brand awareness refers to the extent to which customers are able to recall or recognise a brand. Brand awareness is a key consideration in consumer behaviour, advertising management, brand management and strategy development. The consumer’s ability to recognise or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but he or she must be able to recall sufficient distinguishing features for purchasing to proceed.
Having a clear voice
When you understand your brand and know in which direction you want your business to go in, by utilising a marketing strategy, you can create a clear voice in every aspect of your marketing – whether that be online or offline. Your voice is your brand.
Consistency needs to shine through. Every post you make needs to be recognised as your brand and followers and potential clients need to easily recognise your content as being your brand.
As tempting as it may be to become lots of different voices behind a brand to tailor to different audiences – this will not show continuity throughout your marketing efforts and will result in failure. Creating a marketing strategy will enable you to pin point your ideal audience and target those specific people and increase your sales and profits from there.
Your brand has a target audience – do you know who they are? If not, it’s time to get thinking clearly about who your brand appeals to and who you want to target. Spreading yourself thin and targeting every consumer group out there won’t work! Pinning down your target audience will define your brand and will increase your ROI (return on investment).
Once you have a clear vision of who your brand is for, it’s time to understand them – what makes them tick, what they are looking for, what will help them, what solutions are they looking for? From here on it’s time to promote your brand or product around these needs. Creating offers that will appeal to them and their requirements, offering EXACTLY what they need.
It’s a good idea to get talking to your ideal audience and build relationships so people know and trust your name, this way when you create your offers, they already know who you are. Doing this through your social media channels is a good place to start. And this is where your brand voice comes in.
Consistently keeping your brand tone of voice and being the name that people are starting to know and love will help build your business and from this you will see business growth and an increase in sales.
It doesn’t matter if you are a small business or a large business, the basis behind a successful business is about creating a strong business plan, along with a defined marketing strategy and embracing everything included in these to take risks, create culture and to have a brand that your audience loves.
So, when you create your next Facebook post or campaign, ensure consistency in every aspect of that campaign. If you’re a believer of great customer service (and everyone should be if they want a successful business), make sure you showcase this through your brand’s tone of voice and to every prospective customer that comes through your social channels.
Social media is a fantastic tool that every business can embrace to reach their audience. Don’t be scared to use it or to over use it. The more places people can get in touch with your brand, the more chances you have to connect with people on their comfort level and build relationships. But be careful not to spread yourself too thin and to lose the brand tone due to overwork and using too many channels. This can be overcome by reaching out to a social media agency or virtual assistants to help you stay in touch and up to date with your social media while you work on the other aspects that you love to do.
If you’re looking for social media experts who can help you define your brand and create a marketing strategy to see your business move forward, we’d love to chat with you. Get in touch today to find out more.