Find Your Voice: Performing a Marketing Sound Check

Lost your voice? Are your words unclear and hard for people to understand? Is your message not getting across to others effectively? …That is your marketing voice we are referring to. A company’s marketing voice is one of the most important factors that leads to an organization’s success. Voice allows a company to humanize their brand and lets them communicate naturally. However, finding voice can be difficult because voice is not a statistic one can track or a design element one can edit. Voice requires an abundance of planning and practice.

Difference between voice and tone:

Oftentimes, voice and tone are used interchangeably. Yet, there is a stark difference between the two hidden in their definitions.

Voice: Your brand personality described in an adjective. Brands can be lively, positive, cynical or professional.

Tone: A subset of your brand’s voice. Tone adds specific flavor to your voice based on factors like audience, situation, and channel.

Essentially, tone is a compartment of voice. Or another way of phrasing this is that voice is a mission statement while tone is the application of that mission. Aside from tone, voice can have 3 other compartments. Character, Language and Purpose also all make up one’s social media marketing voice. The character is the identity and specific attributes that define your company, the language is the type of words you use in conversations on social media etc., and the purpose is why one is on social media to begin with.

Now, if you feel your company still does not follow any of these credentials or lacks some structure regarding voice, follow these 5 steps for a sound check:

1.       Gather a representative sample of your content

2.       Describe your brand voice in three words

3.       Create a brand voice chart

4.       Ensure your writers understand how to put your brand voice into action

5.       Revisit and revise the brand voice chart as the company changes over time

Bottom Line:

Voice is the overall defining sound for your brand personality and will help develop your business to its fullest extent. To find more information on marketing voice click the highlighted link!

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