For small and medium-sized enterprise (SME) business owners, there are many challenges of competing in a crowded market. There’s no doubt that using an array of different marketing and brand awareness tactics to differentiate your business from the competition will help your SME growth tactics and allow you to stand out in the market.
One of the most effective ways to do this is through a strong brand voice. Here’s how a strong brand voice can strengthen your SME growth tactics, and how you can develop one for your business.
What is a brand voice?
Your brand voice is the way your business communicates with your audience, both through your written and spoken messaging. It includes your tone, your choice of words, and the overall personality that your brand conveys.
Now, why is a strong brand voice so important for SMEs? The answer lies in the power of storytelling. Your brand voice is how you tell your story to your audience. It’s how you convey your values, your mission, your credibility and your unique selling proposition.
By creating a consistent and compelling brand voice, you build trust and loyalty with your customers, which is critical for long-term growth.
Here are some of the specific benefits of a strong brand voice for SMEs:
- Differentiation: In a crowded market, it’s essential to stand out. A strong brand voice sets you apart from the competition and helps you to create a unique identity that resonates with your target audience.
- Emotional connection: People make buying decisions based on emotions, not just logic. By showing your brand’s authentic self and creating a brand voice that connects with your audience on an emotional level, you can build a stronger relationship with them and increase the likelihood of repeat business. Done well with integrity, it can really engage an audience and grow trust in a totally unique way.
- Consistency: A strong brand voice ensures that your messaging is consistent across all channels and touchpoints, from your website to your social media to your customer service interactions. This consistency reinforces your brand identity and helps to build trust and familiarity with your audience.
How can you develop a strong brand voice?
The key thing to keep in mind is to know your audience. To create a brand voice that resonates with your target audience, you need to understand their needs, desires, and pain points. Conduct market research and create customer personas to get a clear picture of who you’re speaking to. By doing that, you know how to define your brand personality. Your brand personality is the set of human characteristics that you want your brand to convey. Are you fun and playful? Serious and professional? Bold and adventurous? Define your brand personality and use it as a guide for your messaging.
Whilst consistency is key, it doesn’t have to be set in stone. Continually test and iterate to see what resonates with your audience and what doesn’t. You can use analytics and customer feedback to refine your messaging and improve your brand voice over time, nurturing your brand to become a standout voice in your industry.
Where do I start?
To get yourself expert support in developing a brand voice, why not talk to Faith today to get yourself a head start!