Today we’re going to talk about branding strategies and how they help to develop your local business voice.
What’s a local business voice, you ask? It’s a unique verbal personality that effectively communicates your company’s vision and product or skill set. It’s a branding strategy that should remain consistent across all marketing channels. Not sure how to develop the right voice for your local business? Here’s a quick guide.
4 Questions to Ask Yourself
- What are you selling? Your brand positioning has a lot to do with your specific product or local business specialty. You’re not going to brand yourself with a conversational and lighthearted company voice if you’re selling microchips. Likewise, a straightforward and authoritative verbal personality might not attract the right customers if you’re working in the spa business, for example. Tailor your local business’ branding strategies and company voice to fit your industry.
- Who is your audience? Take some time to map out your ideal customer. What is their age group? Where are they located and what kind of values do they hold? And, the most important question to ask for your local business’ branding strategies: What do they want from you? The first three questions will help you in developing a company voice and the last one is the first step in creating the right online content strategy.
- Who are you? As a local business owner, your brand identity and company voice should stay true to you. Don’t forget that you are the face of the company and when people buy your services or products, they are also buying into you. So think about how you explain your local business to friends and family in person. Find a way to incorporate this into your brand identity. People love authenticity.
- What do you want to achieve? Besides sales and income, what is the main goal of your local business? Do you want to educate customers on a particular topic? Are you looking to engage people in an online community? Your company voice and branding strategy should clearly communicate these goals.
Key things to remember:
- Consistency is crucial. Your company voice should be applied across your entire brand identity. This may include your website, brochures, advertisements, and even the way in which employees communicate with clients.
- When your company voice is developed and used in the right way, it can strengthen brand loyalty and set your local business apart from the competition.
- A company voice guideline sheet helps to keep things consistent across the board.