Aaron Taylor from Hinge Marketing explained that branding is created with people who have developed an emotional attachment to an external iconic symbol. That symbol is a brand’s voice – the purposeful, consistent expression of words that engage with and motivate the customers of a brand. According to Larsen.com, the personality of a brand is determined and measured by the words it uses and the sentences it writes.
However, along the way to success, a brand may lose its voice and the business owner may not know it. To help business owners, we have compiled 5 common signs that a brand is losing its own voice:
Your brand is diversifying for revenue.
When a brand is losing touch with its own original voice, it often manifests mistakes such as opening a branch or creating new offers that are not in-line with what the brand has been originally known for. This will result to the customers’ confusion as to what the brand really stands for.
You must not force your brand’s diversification for the mere purpose of increasing revenue. If you must, you need to make sure that it is aligned to your brand’s voice. You can make modification with your brand’s voice, but you must do this in a bit-by-bit shifting process.
Your brand’s products and services are out-of-date.
While it is important for a brand to be consistent and to stick with its voice, it is also necessary to move according to the latest trends in the market. These trends usually indicate the needs of the target customers. A brand with out-of-date products and services, therefore, imply loss of voice. A brand must understand the needs of its customers and must not refuse to change to meet those needs.
Your market share and margins are slipping.
There is no correlation between the degree of success and the amount of activity. If your business is obsessed with increasing sales, it’s easier to make wrong Key Performance Indicators (KPIs) and core performance setbacks. Instead of prioritizing the sales, focus on manufacturing products. Start and end with the margin in mind.
You deliver different messages.
As said, it is important to be consistent and to coordinate your voice and messages to your brand’s identity. Delivering a lot of different and, sometimes, even diverging messages to your audience will confuse people and will decrease your brand’s reputation.
You’re always giving promotions and sales.
Giving away so much all the time will mean you are willing to go to a bargain opportunity to increase sales. This is the cause of short-termism and cash flow success.
Your brand’s voice creates an identity that differentiates your business from others. How you build your brand’s voice will increase your brand’s market visibility, equity and customer acquisition. As explained by business and success coach Nafissa Shireen, your brand’s voice will enable you to create purpose, focus, and energy in building and improving your business. To create an effective brand voice, seek help from branding agency San Francisco.