In 2022, B2B marketers must scratch beneath the superficial digital capabilities. A clear and credible brand voice is now more important than ever if businesses hope to differentiate themselves from the competition in a meaningful way and build strong relationships with their customers.
A customer who feels linked to a brand is likely to remain loyal to it. This can lead to recurring sales and word-of-mouth referrals. This means that businesses will have to spend less time and money acquiring new customers and persuading them to convert.
Often, a brand’s representation of itself – commonly called brand voice – differs from the perception that customers have of that particular brand. The personality injected into a brand’s messaging frequently contradicts the message the brand is attempting to convey, such as when a business implies that it cares deeply about its customers but appears to care just about profit. Getting these two areas to align together is critical to marketing success.
Because it helps develop trust and familiarity, a genuine and consistent brand voice will ultimately lead to stronger, more beneficial customer relationships. Here are a few ways how businesses can use the brand voice to create genuine connections:
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Build a Clear Brand Voice
The truth is that relationships are the lifeblood of the business world. They establish the environment for long-term success for enterprises. The value of having a clear, distinct brand voice should not be underestimated. It’s one of the most significant branding tools in the toolkit for building strong partnerships. To interact and connect with their audience, businesses should start optimizing their website, newsletter, and social media today.
Use Social Media to Build Relationships
It’s no surprise that social media plays a crucial role in building and maintaining meaningful relationships. Positive relationship building has virtually no bounds thanks to the interconnectedness of social media. It is the path to global connections and powerful partnerships.
With a concise and clear brand voice, businesses have direct access to customers who follow them on social media and are waiting to engage with the content they post. Businesses can use social media to actively connect, engage, and interact with potential and current customers who are looking for intentional brand engagement.
Maintain Consistency Across All Channels
The biggest challenge brands often suffer from is “Frankenstein Marketing”. There is no cohesive brand voice and no consistent brand messaging across all the marketing platforms. Instead, the messages and campaigns are bolted together, which leads to mistrust and can lead to customers going to the competition.
Customers today expect every interaction that they have with a brand to be consistent across all of its channels. The brand voice should be consistent regardless of whether the customer is on the brand webpage, on social media, or in a physical store.
Sincerity and Legitimacy are Essential
When it comes to consumers today, trust is difficult to earn and quick to lose. According to the 2020 Edelman Trust Barometer report, 70% of those surveyed believe that trusting a brand is more important today than it has ever been, and this attitude is shared across all genders, age groups, and income levels. According to the survey, one of the reasons why brand trust has become increasingly significant is because of a brand’s impact on society, which is cited by 74% of respondents.
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Customers want to trust a brand, but they must feel that the brand voice is genuine and legitimate across all of its channels in order to do so. If a company claims to be concerned about its customers’ health and well-being, it must demonstrate that concern via its activities. This has never been more apparent than it has been during the COVID-19 crisis.
Brand voice is critical in establishing sincerity and credibility, but the brand must be deliberate in how it employs its voice to attain these qualities. By personalizing its content and partnering with influencers and other brands whose values fit with the brand’s, a brand can portray sincerity and credibility.
Transparency goes a long way toward demonstrating to customers that a company is genuine and trustworthy. Customers’ perceptions of the brand voice are influenced by the brand’s willingness to admit mistakes, being a customer-centric, people-first company, and demonstrating that the brand cares about its employees.
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