If someone were to ask you, “What’s your company’s brand voice?” – would you be able to give an answer that does your business justice?
Chances are, that while you may be able to muster up something somewhat convincing, you still don’t have a proper handle on what your salon’s or spa’s brand voice is. Perhaps it’s because you believe that “brand voice” is just another marketing buzzword, or maybe you don’t know where to start.
Is it really worth finding your own unique brand voice for your salon or spa?
The answer is unequivocally “yes.” Pinpointing your company’s brand voice and ensuring it is reflected in all facets of your marketing is an essential component in any strong branding and marketing strategy.
Even if you’ve decided your company doesn’t need a brand voice, the truth of the matter is, it already has one. Every company does – some just see the value in strengthening theirs to make their brand voice work for, not against their company.
If you’re in the boat of thinking that you don’t need a brand voice, chances are your company’s brand voice needs to better defined and refined.
The good news is, finding your brand voice isn’t as complex as you may think. This guide will teach you both why you need to prioritize identifying your company’s brand voice, and how to best go about it.
So, what exactly is a brand voice?
A brand voice is the identity and personality your company projects about itself through all mediums of communication. Whether via website copy, blog posts, social media, or customer service, your company conveys certain messages and qualities about itself each and every time it engages with customers, clients and even competitors.
If you’re having trouble wrapping your head around the concept, let’s use the simple analogy of meeting someone for the first time. If someone (Person A) came up to you and opened with a polite “excuse me,” then introduced themself in a friendly way and tried to find common ground with you, you would think that they’re a courteous and sociable person.
On the contrary, if someone (Person B) were to rudely interrupt you and brazenly start rattling off why they are the person to know, without bothering to ask about you, you would find yourself startled by their overzealous assessment of themself.
So who would you respond better to? Chances are that you would be happy to keep engaging with Person A, and try to avoid further interactions with Person B.
Why, though? Person A appears to make a genuine effort to draw you in and get to know you better, while Person B is simply concerned with themself.
This essentially demonstrates what brand voice is and the impact it can have.
Similarly to how you formed a certain impression of Person A and B based on how they introduced themselves, you form ideas about what a brand stands for, its values, and how it perceives you as a potential/existing customer based on the “voice” the brand projects through their communication channels.
Why is it important to have a brand voice?
Now that you have a better understanding of what brand voice is, let’s move on to why it’s important.
Establishing a brand voice is essential because your brand voice reflects who you are as a business and your understanding – or lack thereof – of your customers.
If your company has a strong, relevant, consistent, and memorable brand voice, you’ll be able to form more meaningful connections with your customers, and in turn encourage greater community and social media engagement.
With greater engagement, you’ll likely see an increase in the number of your social media followers, fans, likes, shares, and retweets, and subsequently, traffic on your website. Once you develop a brand voice your customers know, expect, and love from your company, you’ll have the power to more convincingly sell whatever message you’re trying to communicate with your customers.
Your brand voice can serve as a guide for the types of content or interactions your customers will best respond to. The implication of effective social media engagement, as Sprout Social puts it, is that “as soon as customers decide to engage with your business on social media, they’re essentially putting trust into your brand to solve their problem.”
On the contrary, if your company’s brand voice is constantly disrupted by inconsistencies, your customers will feel disconnected from your brand, you’ll lose followers, and you’ll find it more difficult to retain community interest.
So, how are all of these implications possible just through the brand voice you project for your salon or spa? Stay tuned for Part 2 of this series where we’ll explore this further to help you learn about how to find your brand voice.
About the Author
Monica Mizzi is the Content Director of Compose.ly – a platform which matches clients with highly-skilled freelance writers. As a freelance writer and digital marketer herself, Monica gets a kick out of pinpointing how best to optimize content and copy to be more SEO- and reader-friendly. When she's not writing, Monica can be found accumulating browser tabs filled with her next meal or holiday plans.More Content by Monica Mizzi