“I’ve never really thought about a Brand Voice before.” 💡
That was the end of a conversation I had yesterday morning, and it got me thinking about how crucial this concept is for small businesses.
The Evolution of Brand Understanding
🕯 The concept of “Brand” has evolved significantly over the years. Gone are the days when only the Nikes, Apples, or Telstras of the world were considered to have a brand. Today, every business has a brand, no matter its size.
At its core, a brand represents what your business stands for. It’s not just about logos or catchy slogans; it’s about the values, mission, and identity that your business communicates to the world.
What Is Brand Voice?
Brand Voice is essentially the way you communicate what your business stands for. For small businesses—and this applies to medium and large businesses too—the essence of your brand often stems from the reason you started your business in the first place. Whether you’re offering a unique product or a service that stands out, your Brand Voice should reflect that distinctiveness.
For example, let’s say you run a donut shop that prides itself on using low-GI sugar. Or perhaps you own a recruitment agency that promises every candidate a personalized response, regardless of the outcome. These unique selling points are what make your business different, and your Brand Voice should be the megaphone that broadcasts this to your audience.
Your Story Builds Your Brand
Your story is more than just a background—it’s the foundation of your business culture and brand. 📖 When a potential customer is searching for a healthier donut or a job seeker is tired of being ghosted by recruiters, they’re more likely to engage with your business because it resonates with their personal values or needs at that moment.
This is the essence of branding. As Gunnar Habitz famously put it, “Branding is what others are saying (or thinking) about you when you’re not in the room.” 👄
So, What’s Your Brand Voice?
Sometimes, your Brand Voice is simply you—your story, your beliefs, the very essence of why you do what you do. 👊 It’s authentic, personal, and it sets the tone for how your business interacts with the world.
Now, let’s shout it from the rooftops. Make sure your customers, and potential customers, know what your business stands for and why it matters to them.
Key Takeaways:
- Brand Voice is the unique way your business communicates its values and identity.
- Your Story is the foundation of your brand, shaping how customers perceive your business.
- Authenticity and consistency in your Brand Voice can create a strong connection with your audience.
By understanding and embracing your Brand Voice, you can make a lasting impression that resonates long after the conversation ends.
