Urban Ignite

How to Find Your Company’s Voice

January 5, 2017

You are an amazing company.

You have top-notch employees, you offer valuable services and quality products, and you work with clients who make you want to keep coming to work everyday and doing what you do best. Now, it’s time to let the world know it!

Online marketing, such as we offer here at Urban Ignite, is a great way to let the world know just how great your company is. You can create countless connections with new clients as well as strengthen your relationships with your loyal customers. If you’re ready to take your first step into the big world of online marketing, one of the first things you’ll need to do is find your company’s voice.

Nowadays, the internet is full of the voices of different companies all clamoring to be heard. As author Justine Musk says in her brilliant blog post about owning your voice, “When you are a presence that lacks a voice, you create an empty space that another voice – a dominating voice that knows no boundaries – is only too happy to fill.” This statement drives the nail home on what it means to be a company in today’s modern world. A company with a neglected online presence simply makes room for someone else to grab their clients’ attention. Content marketing is a great way to make sure your voice heard, and we believe that quality companies who put great care into finding their voice will also find success.

Using Your Voice to Build Your Brand

Building a brand is important for marketing your company. And finding your company’s voice can make your brand stronger. Consider this: a company’s brand usually consists of a basic logo, a company color scheme, and marketing collateral. If you were to cover these things up and just read the content of your site, would you sound any different from your competitors? Would anyone recognize your company just by the tone of the writing?

This is where your company’s voice comes in. Having a unique voice boosts your brand by setting you apart from your competitors and making your brand instantly recognizable. In order to form your company’s voice, you’ll need to know exactly what your brand values are, what sets you apart from your competition, and what your audience wants.

What Makes You You?

What makes your company unique? The first step to developing your voice is to create a “brand positioning statement” or a “mission statement”. Consider the way you do business and the products or services you offer. Is there anything special you do differently that sets you apart from your competition? What’s your company culture like? How do you want to be viewed by your clients and community?

Come up with a few keywords to describe your company’s brand values. Try to avoid generic-sounding words and clichés, like “reliable”, “trustworthy”, and “friendly” to describe your company. These terms set a low bar for your company; the fact that you are reliable, trustworthy, and friendly should be a given. Plus, it makes you sound just like everyone else. Try to brainstorm some terms that really embody what it’s like to work with your company. Are you “creative”? Find ways to make your creativity show in your voice. Are you “unusual”? In what ways are you unusual? Make sure that your voice captures this quality. Choosing the right brand values will help you solidify the way you present your company to customers.

Create a Style Guide

After you’ve created your mission statement, you may also want to take some time to write up a style guide. While you may enjoy doing everything personally now, consider how your company’s voice will be handled when you expand and have a team of marketers writing your content. Having a style guide is a great way to set your company up for success in the future. Consider the pronouns you use when referring to your company (“we” and “us” vs. “Company Name”), what jargon and insider language you want to use (and don’t want to use), and how you can create a unified experience for customers (keep your voice consistent, even on 404 pages and email confirmations). Creating a style guide now is a great way to establish your voice and make sure it stays consistent in the future.

 

 

 

Target Your Audience

You can have a solid mission statement, a flawless style guide, and a consistent and unique voice, but none of that will matter if your voice doesn’t appeal to your audience. Your voice has to meet the needs and expectations of your audience. If it doesn’t, you may find yourself making brilliant posts in on social media only to hear the sound of crickets in response. Know who is buying your products. Then, shape your voice so that it appeals to that audience. A great way to do this is to figure out how your products or services specifically offer solutions to their problems. This can be through surveys, comments, forums, and research. Knowing what your audience wants helps you to shape your voice.

We’re going to talk a lot about targeting your audience and building your brand in future posts, but to keep you satisfied until then, check out this comprehensive guide to Building Your Personal Brand over at Quicksprout.com.  

We hope we were able to give you a good idea about how to find and use your voice! For more helpful advice, industry insight, and company updates, keep an eye on our blog for updates!

Find Your Company’s Voice with Urban Ignite

Ready to boost your amazing company with an attention-grabbing online presence? Urban Ignite offers website design, product videos, blogging, and social media management to help you get your voice heard. We’re your friendly neighborhood web marketing company; pay us a visit, and we’ll work one-on-one with you to create an impressive online presence that gets your voice heard. Give us a call at (443) 878-0192 or drop us a line at contact@urbanignite.com. Like us on Facebook for more blog posts, news, and updates!

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