Hey all you new folks! Give us a sec while we grab our megaphone. Crafting a voice is key, to making your brand stand out.
No need to fret about warming up your cords or giving a speech. Let your brands voice do the talking. Curious how that works? We’ve got you covered. Lets dive into shaping your brands voice!
What exactly is a brand voice?
So… What on earth is a brand voice you ask? Rest assured there’s no need to budget for hiring a narrator or putting on a radio host persona in front of a mic. According to the marketers at Hootsuite your brand voice is how your brand expresses itself through words. It reflects your brands viewpoint. Lets its core values shine through helping consumers gauge if it aligns with their aspirations, motivations and beliefs. As a newcomer in the scene this sets the stage, for how people perceive and engage with your brand.
For a example consider how Google instructs its developers on writing complex technical documents using their unique brand voice. They suggest avoiding extremes like trying to be overly entertaining or excessively dry and instead recommend aiming for a tone, over an one. Google highlights the importance of its brand voice being accessible to diverse readers who may come across the document emphasizing its core mission; “Our goal is to organize the worlds information and make it universally accessible and helpful.”
When defining your brand voice it’s crucial to imagine how it can manifest in the language you use across all aspects of your brand representation.
Your brand voice is reflected in areas such, as;
- Your tagline
- Your social media posts
- Your marketing emails
- Your blog entries
- Your materials
The reach goes beyond these examples. Essentially any place where people encounter your brands messaging presents an opportunity for them to experience your brands tone. Establishing a brand voice enables you to maintain consistency in your communication regardless of where or how it’s presented.
How can you establish your brands voice?
While it may be simple to define what constitutes a brand voice determining the voice of your brand requires thoughtful consideration. Especially when it comes to written content how can you determine its “tone”? Surprisingly this is where things start to get interesting.
As you begin to contemplate the kind of brand voice you wish to cultivate remember this advice from one of our # mentors;
“Be genuine. What sets you apart in a way? What vision do you have for your business? How do you prioritize conveying your message to clients?”. Stephen Votino, CEO,
CENTURY 21 Triangle Group
Don’t let being a new agent hinder you; this is actually an opportunity, for starting fresh and refining your brands voice effectively. Begin by drawing inspiration from sources and engaging in activities such, as;Exploring blogs, in both the estate and other industries
Tuning in to podcasts for creative inspiration
Delving into articles discussing how marketing professionals establish a unique brand identity
Browsing through static posts on social media platforms like Instagram, Facebook or even Pinterest
The aim? Begin forming preferences for brand voices that resonate with you and those that don’t. This exercise in seeking inspiration helps create a foundation for shaping your brands voice. As you identify the brand voices you admire make note of the elements among them.
For instance if your business focuses on estate perhaps a lighthearted tone may not be ideal, for attracting the desired clientele.
A genuine and slightly humorous brand tone can really connect with homebuyers.
When unsure gauge the atmosphere.
Consistency, in your brands voice is key no matter where you are.
This common thread is where the tone of your brand voice shines through. Naturally each channel and platform will have its audience with varying expectations regarding tone regardless of the brand. For instance emails tend to be more formal whereas a quick Story post, on Facebook or Instagram can be more laid back. The guide you put together will have a vibe compared to the 30 second video you share as a Reel.
Understanding your audience and the platforms where they engage with your content is crucial, for determining the tone to use at the time and in the right context. Posting a message on Facebook may not resonate well while a polished email could impress a potential client.
If you’re uncertain about the tone you should convey one of our mentors offered advice for aspiring agents;
“For agents it’s essential to focus on the value you can offer in the market. If you don’t have a background to real estate highlight your ability to provide excellent customer service or your enthusiasm for addressing real estate queries without being pushy.”. Jeffrey Sweet, Designated Broker at Sweet Group Realty
Tips, for maintaining a brand voice
To uphold consistency establish guidelines for your brands voice regardless of the content type or platform. Begin by identifying the characteristics you gathered during your research phase and align them with your agent mission statement.
Here are some tips, on how to communicate with your audience, including where and what you should or shouldn’t do in each situation.
How can you make your voice unique compared to agents in your industry?
Consider checking out your competitors while defining your brand voice and style. Don’t hesitate to analyze the competition a bit; it can be beneficial! We have even put together a guide called “5 Things Your Competitors Can Teach You About Branding.” It’s crucial to know what strategies are currently successful in your market and how you can differentiate yourself with your strengths.
How would you present yourself?
You are well prepared to embark on defining your brand voice customizing it to fit your brand image and ensuring it resonates with both your mission and target audience. Through these exercises your unique brand voice will gradually emerge. How do you envision your tone?
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