Your Business Lingo: How to Find it and How to Use itAt Dawning Digital, we tend to go on about the importance of a strong brand identity and brand voice. We only care about it so much because it makes a HUGE difference in your communication strategy. Finding your brand’s voice and crafting your business lingo will allow you to connect with your audience in a unique manner. It’s how you will draw them in. However, it’s not as easy as it seems. Just like finding your own identity and voice, you’ve got to break it down and get super honest with yourself. Yes, it’s a lot of “who am I? Searching but it makes you stronger, it makes you more distinguishable. The good news is: you have us to hold your hand through it. By the end of this article, not only will you get a better sense of your brand but you will also have a much clearer communication strategy to implement.
What is Your Brand’s Voice?In short, your brand’s voice is what the consumer should hear whenever they come into contact with your brand. Whether it’s a casual social media post or a more concrete marketing plan, it needs to shine through. Each day, consumers are facing an influx of different brands. They hear them on TV, podcasts, the internet and each voice are calling out to them, begging them for attention. It can get crowded, true but when it’s done properly, it’s easy to be distinguished from the masses! Your brand’s voice lies in the little details but has a huge impact. It lies in the tone of voice, the little business lingo choices you make and the way in which you interact with those around you. In other words, it’s not necessarily about what you’re saying but more about how you’re saying it.
How to Find Your Business’ Voice?Unlike all the self-help books I’ve read information out there, finding the right business lingo doesn’t have to be too daunting. In fact, it can be quite fun and gives you the chance to dive into your ideal customer’s psyche deeper. Here are a few steps that you can follow to help you develop your brand’s voice:
- Establish the brand’s basics.
- Take a Look at Your Competitors
- Research Your Customers
- What will attract my customers to my product?
- What makes my business special?
- What’s unique about my business?
- What will add value to my customer’s life?
- What are my customer’s pain points and how can I address those?
- Personify Your Brand
How to Use Your Business LingoA common misconception that some people fall for is that your brand voice has to be witty and quirky. In our opinion, this is most certainly not true. Yes, having fun and eccentric is entertaining BUT is it relevant to your brand? That’s why it’s so important to establish your brand’s core identity before developing your voice. Let’s look at an example, shall we? If we had a huge pharmaceutical company that’s trying to sell migraine medication, would you trust them if they responded to your enquiry with something comical? Probably not. In fact, you’d probably be turned off as they weren’t providing you with factual information, right? On the other hand, let’s say you had a gin and tonic festival that targets people in their 20s. That target market is hugely different than the target market that battles with migraines, right? This audience might be more open to a quirky voice and it would be well suited to the brand as the voice will help hype up the event. Do you see how your brand’s voice lies solely on who your brand is rather than what? Your brand’s voice is relevant to every contact point that you have with your customer. From your website to emails, to your social media and even your customer services. Your brand’s voice encapsulates who your brand is. You’ve just got to make sure it’s a good one!