Have you subscribed to my RSS feed yet? If not, just click here.

Reading time: 2 – 3 minutes

Finding Your Brand Voice‘You’re just anybody without your identity.’ – Grenville Main

I love that quote. It’s so true though right? You’re “brand voice” is the voice through which your business communicates which its audience. When done right, it is completely unique and helps to truly distinguish you from the crowd.

Let’s face it, you are NOT the only game in town when it comes to your particular product or service. Some companies do what you do better than you and some, not so much.

What is plainly obvious is that the game has changed dramatically when it comes to communicating with your audience both online and offline. Loooong gone are the days of one-way communication where companies were able to talk “at” us and we were forced to listen…and listen…and listen.

Social media has ushered in a huge change. These days, the companies that are winning have evolved a great deal. These businesses are the ones that have learned that in order to strike a chord with their intended audiences that they must not only communicate but it must do so with some personality. Companies must be willing to be authentic, unafraid to be themselves, open to engaging in a two-way conversation and be responsive to customer concerns.

Adhering to these nuances will go a long way in helping to earn the trust (and business) of folks who refuse to engage in the “old school” method of brand communication anymore. SO in order to also make a dent in this new world, it’s important for you to discover your brand voice.

Trying to find your brand voice may seem kind of scary at first. It’s like being a new kid in a new city on the first day of school during recess. You want so very much for people to like you and are unsure about how to go about it.  You can still hear Mom’s voice in the back of your head saying to you, “just be yourself, baby, you’ll be fine.” But mom isn’t there on the playground that day you are a bit insecure and scared that she may be wrong.

So what do we do? We look around and try to get people to notice us by being aware of what everyone else is doing. When we see a group playing a game that we want to be a part of we take a deep breath, sack up, and head over there and ask, “can I play?”

Chances are, if you come off confident and seem to look like you can add some value to the game, they let you. After a while, you notice that you are no longer nervous but you are actually having fun. The next day, not only are you less timid but you are even being asked to play by the other kids.

After a few weeks not only are you being asked to play but you are being chosen to be the captain and getting to dictate how the game is played. You have earned respect and are seen as a leader. My how things have changed…

Did you see the hidden lessons there? If not I will pull them out in a little more detail. To find your brand voice:

Survey the Landscape and Identify Who You Want to Play With:

Be aware of where the “game is being played.” Before you engage with a particular audience you should be aware of who that audience even is. Create a sort of “customer profile.” Make it as specific as possible and then communicate with them as if it were just a single person. The specificity will do wonders and help you target peeps who fit that profile only. You don’t need to appeal to everyone. Just the people that fit the profile. This will help you to remain focused in your communication.

Find the Courage to BE YOURSELF

This is beyond important. Everyone knows at least one (probably more) person who is ultra annoying because they seem so fake. You never get the impression that this person is ever being genuine when they talk to you. They seem to say only what “sounds good.” How do you react to people like this? You avoid them like the plauge. Don’t be that guy. Always have/find the courage to be yourself. You may not always be liked but you will always be respected.

Be Confident

You have some real value to bring to the table and know much more than you give yourself credit for. Trust yourself and your value. It can be scary to put yourself or your company out there and open to being criticized but at the end of the day its also liberating. Stand tall, stick your chest out and be proud of who you are and what your company is bringing to the table. Have your own opinions of your industry and how to do business and stick to your guns. Some people may not want to “play” with you but at the end of the day you will feel much better about yourself.

Be Willing to Play Hard Every Day Until You are Made the Team Captain

I will keep it real with you. (as I like to continually do) You may not discover your brand voice overnight. It can be a long drawn out process until you are completely comfortable in how you communicate your brand. But you have to be willing to keep trying as long as it takes to get it right. You will know when you have figured out a winning formula because more and more people will start to recognize you as the “go to person” across your industry.  This can help you to establish some ever elusive and oft coveted authority. Believe me when I say that having authority is where it’s at. Be willing to experiment and and understand that you may blow it a few times before you get it right. That’s ok just don’t stop!

This is by no means a comprehensive list to building your brand voice but hopefully it will get your juices flowing and cause you to take a serious look at how you get your messaging across. Pulling it off is exciting stuff and can really help to take your business to the next level. And isn’t that what you really want?

photo credit: istockphoto