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How to Find Your Brand's Voice

Philip Kotler (a professor at the Kellogg School of Management) once said, “The art of marketing is the art of brand building.  If you are not a brand you are a commodity.  Then price is everything and the low cost producer is the only winner.”  When building your company’s brand, it’s important that you focus on both what you say AND how you say it!  It’s truly an expression of the people behind the brand.  The tone both exemplifies and expresses the brand’s personality and set of values.  It’s all about the people that make up the brand.

When analyzing your brand’s current voice, you can think to yourself, ‘what sets me apart from my competitors?’  Though culture and dialect will always be a significant factor dictating our choice of words, but within these, we have our own ‘voice’… we have favorite expressions, eccentricities and much more!  Think about how your brand uses its voice to benefit the overall successes of your business.

Being consistent with what and how your company represents itself is key and is proven to be a strong link between familiarity and trust.  When thinking about a business, a company must be consistent in its use of language so that it becomes familiar to the customer.  Creating a specific tone of voice that everyone in the company shares is the most crucial way to get your customers to trust you.

Maya Angelou, an American author once said, “People don’t always remember what you say or even what you do, but they ALWAYS remember how you made them feel.”  It’s often the way we say something that rears a certain feeling.  So consider this:

‘You wouldn’t happen to have a sheet of paper I could use, would you?’

‘Do you have a sheet of paper I can use?

‘Pass me the sheet of paper.’

Though you may not think about how such a small/unimportant sentence could affect how it made you feel, it still does evoke different emotions no matter how you look at it.  Carefully chosen words can be used to persuade or influence the audience.  Think about this when you’re selling tires and automotive services.  Let’s see how these following phrases make us feel:

‘How may we help you find a tire that’s right for you and your family, while also saving you money?’

‘How can we help you find a tire that is cheaper than the guys next door?’

‘You looking for tires?’

I think if the first sentence was said to me, I would feel a lot more comfortable with my choice in your company than maybe the latter.  Contact your manager today if you would like to work together on building your brand’s voice!  We’re here to help!

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