Think you have your business branding under control?
Branding is more than what it appears to be at first glance – it isn’t only about colours, logos and business names. A huge part of branding lies in the words you use. After all, once your audience looks a little deeper than your website’s beautiful design, or inspiring Instagram feed, what they need to connect with is your written content, because this is the voice of your business.
What you say
What you communicate is tied to your brand values. Even though you may provide a similar service to another business, your values will define the approach you take in marketing to them and communicating through the sale process and beyond.
As an example, think about these values: wit, spiritually and freedom. Each of these impacts what you say to capture the attention of your ideal audience.
How you say it
When you speak to a client, you are representing your brand’s personality. And it’s no different when writing for your clients. You must know your brand and your target audience if you are to replicate the right tone of voice in your website content and in every other way you communicate with them.
Decide at the outset whether your tone should be more conversational or formal. In most cases, some light humour is appreciated. Although if this doesn’t resonate with your brand, you might find it confuses your audience. Afraid you’re not funny enough? Well, according to top blog writer, Jeff Goins, anyone can be funny, it’s just about finding your personal style.
Empathy is another vital emotion to express because your audience will feel as though you truly understand their pain points. And after all, it’s those very paint points your business is there to resolve.
The language you choose
The particular words you use to convey your message can serve to draw a lead in or push them away. These all have their place, but you must know which ones are right for your brand. Consider these:
- Jargon/technical language
If your audience is mostly Australian, you will easily get away with a few choice words of Aussie slang. But if they’re not, you are better off minimising your use of colloquialisms or risk alienating your audience. The same goes for determining if your audience will understand the jargon you use. If you don’t have a clear understanding of your ideal client, you might find yourself walking the line, just hoping your swearing will endear rather offend.
Flouting the rules to enhance your brand influence
Despite what some may think, you do not (and indeed should not) be a Grammar Nazi when writing copy. While I do believe correct spelling is important, writing conversational copy is often more like writing how you speak and that’s why the conventions of grammar need not always be followed. Although, keep in mind that you should have a good reason for throwing grammar out the window (not just because you don’t feel like it!).
Remember, your words, just like your visuals, need to tie in your brand to ring true to your audience.