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Does your Brand Voice Sound Robotic? Here’s how to Fix it.

We’ve said it before and we’ll say it again: A brand is more than a slick logo. It should be an authentic representation of your business and what it does, how it does it, and why it is important. And, especially in this time of heightened consumer awareness, it is important that your brand is genuine and real, not idealistic or forced.

Your branding should read like a member of your team; it should be a voice that people can connect with. Establishing an identifiable voice and tone can help build engagement and loyalty and, thus help your brand grow.

So, how to begin?

1. Be intentional in making decisions about Voice and Tone.
It is easy as experts in your industry to get caught up in industry-specific terminology, but prioritizing relatable and approachable language can help to minimize the disconnect between you and your customer. And, you can achieve both without sacrificing your expertise or professionalism. Creating content with a friendly, congenial tone that sounds natural and authentic gives your brand more personality and will foster authentic relationships between you and your customers.

2. Increase transparency when possible.
There are lots of ways to put forth a clear and real representation of your business without sharing too much. You can be upfront about Core Values and how they are exemplified, encouraged, and rewarded internally. You can encourage honesty in feedback and reviews by hosting an open forum for discussions. If problems or mistakes are brought up, acknowledge them (after all, no one is perfect and accidents happen) and use them as an opportunity to show your commitment to improvement by addressing the issue, the resolution, and the plan to ensure that the mistake isn’t repeated.

3. Let them peek behind the scenes.
Your tone and voice establish the personality of your company, but the personalities of the people in your company are always going to be compelling, too. Share fun behind the scenes moments, recognize employees successes, share a photo of an employee event, or congratulate the office Fantasy Football Champion on LinkedIn.

Allow your brand to have a personality and watch the connections it makes flourish. Need some help getting started? Let us know and we can help walk you through the details!

 

Lydia Andersen

I am an accomplished and well-rounded marketer with a strong history of achievement in high pressure opportunities, a change agent with the ability to analyze and solve business problems, identify causes and lead successful solutions from concept to creation, while maintaining impeccable customer experience, a branding aficionado with experience in both B2B and B2C marketing, and a champion of company culture, passionate about enjoying work, through committee leadership and by example.