5 Mistakes You Could Be Making with Your Brand Voice
Your brand voice is the personality of your coaching brand. Your customers need to see a consistent voice in all of your communications that speaks directly to them in order to successfully build a relationship with them. Here are five common mistakes you could be making with your brand voice.
1. No Clear Message
Just like your personality in regular life, your brand voice needs to tell people who you are. It should deliver a message that conveys your organization's core values. If you’re a company whose core values are innovation and bold risk-taking, your communications with your customers need to say that. If the main core value you want your audience to resonate with is security and reliability, this is what your tone and voice should say. Make sure you have a clear value to communicate.
2. Assumptions not Observations
In order to define and craft language that speaks to your audience, you need to know your audience well. Too many organizations rely on their assumptions rather than on objective observational data. You may think you know your audience, but get out there and talk to them and gather their feedback so that you know for sure.
3. Lack of Consistency
If your voice isn’t consistent, cracks begin to appear in your branding. People won’t see you with the feeling of trust you need them to have. Make sure that your voice is consistent everywhere you’re communicating with the public, whether it’s your website or a YouTube video.
4. So What?
Even with good core values based on customer data and consistency, you still may suffer from lack of originality. What good is a well-crafted brand voice if you just sound like everybody else? You need to make your voice unique, just like the different aspects of your personality make it uniquely yours. This is how your brand stands out from the crowd.
5. Too Rigid
Finally, your brand voice will crash and burn if you don’t pay attention to the changes in your market and update accordingly. It takes a great deal of work to define and implement a brand voice, but it also requires occasional review and, if necessary, changes. Maintain good two-way communication with your audience and watch your competitors and the market for changes. This is how you keep your voice relevant and your brand vital.