April 15, 2021
Speak Up or Be Lost: Why Brands Need a Stronger Voice Now Than Ever
Stepping Up to the Microphone
Check mic. One, two. Can you hear us? The world is full of noise. Good, bad, ugly. Some brands are quiet, reserved, and nervous. Waiting in the dark corners to emerge. Other brands are bold, boisterous, and loud, shouting their business from the rooftops. Then there are those brands that are neutral. Just observing both sides of the spectrum. No matter how big your brand is or how loud your voice carries, you need a voice, period.
Finding a Voice After COVID
2020 was a hard year for business. From Stein Mart to California Pizza Kitchen, many big brands went bankrupt. Many small businesses did too. Tears were shed and money was lost. Now, we are all left trying to pick up the pieces. Trying to rebuild businesses to succeed. One of the biggest learnings from the aftermath of this pandemic is that businesses need to have a distinct voice. They need to have opinions about how their products are improving the world and what they stand for. Gone is the time when brands can idly stand by and do nothing.
Actions Speak Louder Than Words
Not only must brands have a voice but they need to articulate that voice with actions. Last year we saw many brands step up to the plate and do good even though they were hurting. Keen Footwear gifted up to 100,000 pairs of free shoes to workers on the front lines. Allstate announced a special payment plan to give auto and homeowners the choice to delay two consecutive premium payments with no penalty. Vicks, cold and flu brands donated $1 million to Direct Relief, one of the world’s largest medical relief organizations. The list goes on and on, but the point remains the same: a brand must not only speak their voice but show it too.
Tips for Crafting a Stronger Brand Voice
1. Know How Your Audience Communicates
Is it on Tik Tok? Instagram? Facebook? Twitter? Discover where your audience lives and how they consume content.
2. Make a List of Dos and Don’ts
Are you a funny brand? Sincere brand? Leader? Hero? Maker? Create a list of the dos and don’ts you want your brand to be.
3. Conduct a Content Audit
Data is your friend. Look at your website and social channels and determine which posts and pages get the most interest. Develop more content based on your findings.
4. Don’t be a Copycat
Be a cool cat. Be authentic and real and don’t follow the crowd. Craft your own communications and your audience will respect you even more.
5. Have Fun
Your brand should be entertaining. It should make people feel scared, thrilled, and happy all at the same time. It should give people that special feeling like they’re going to an exclusive event or party.
We hope you found this article insightful. If you need help finding or crafting your brand voice, Creative Energy can help. Talk to us today.