Our voices have an uncanny way of defining us – from a life-long smoker’s gravelly vocal barbs that you can almost smell to the innocent and mostly hilarious chirps of a pubescent teen, the tone we take can set up people’s perceptions and expectations of us. Brands are no different, and your messaging needs to be in the right voice. A human voice.
There’s no room for stuffing the same message down people’s throats in a digital and social landscape – it’s a sure way to kill your engagement and lose your audience’s trust. Instead, brands need to develop a consistent way of speaking to their customers that’s engaging and helpful.
Lots of great, successful businesses are already doing it. Here’s three that I really dig and some key takeaways to consider for your own brand’s voice.
Let’s be frank.
I’m many a thing: mostly humble, always caffeinated, naturally derived; and 100% Australian owned and made.
Get dirty, then, get clean – the message is simple.
There are so many brands producing a near exact replica of this product – it’s just a coffee scrub after all, so why is it so successful?
*cough* voice *cough*.
From its website to social channels, shipping confirmation to packaging – everything is on point.
When Frank Body hit the market some 5-plus years ago, everyone wanted to get involved. It was a part of an online shopping revolution, an exclusive club that was only available online and was highly visible on social, and still is (search: #frankbody #thefrankeffect).
Quite frankly (pun intended) they’ve created a story people want to be a part of. But don’t take it from me, take it from the 690,000 Instagram followers and 123,000 Facebook fans. I’m not saying fans are everything (and I am a big fan of them) but, if acquired tastefully, they’re a fair indication that you’re doing something right.
Key takeaway: Be different. Craft a creative, engaging message that people want to repeat.
Thought-leadership backed by evidence-based research in key areas of the digital economy.
This QUT/PwC collab executes epic research projects to understand and predict trends in the digital economy. Generally, research findings of this calibre are quite difficult for the average punter to interpret, but this organisation has completely committed to delivering research findings in a format that is not only easy to understand, but engaging in every. single. way.
With every research project undertaken, the results are packaged up into a whitepaper, dissected into a number of blogs and podcasts, and presented to an engaged audience at its keynote events. I’ve been to a number of them so I know the level of audience engagement, and it’s second to none. The researchers manage to convey high-level thought-leadership and research in a way that makes you laugh, and really makes you think.
Key takeaway: Deliver your message in a voice that your customer understands. Use a number of mediums to connect with customers at different touch points.
They’re made with love. And ovens and stuff.
If you’re an SME trying to stand out in a crowded marketplace without a great voice and a consistent, compelling brand image, you’re going to have a bad time. Luckily, the mother-daughter team behind the Pretty Yummy Cookie Co have absolutely nailed voice in a simple but totally cute way. The website perfectly portrays the values of the business, the experience of the bakers and the level of commitment to the customer.
The conversation continues in its emails and social accounts and, no doubt, upon delivery.
Key takeaway: Be consistent with your voice across all mediums so your audience recognises you and wants to engage in a relationship.