It’s Good To Hear Your Voice

By Peter Cronin | Wednesday, January 10, 2018 | No Comments

I was a little kid with a big mouth when I first became familiar with the term “tone of voice.” My mom could only be pushed so far before she would lay down the law with an authoritative, “You don’t you talk to me in that tone of voice, mister!” It took a while for that lesson to sink in, but as a small business owner I’ve learned that the way you choose to say something is at least as important as what you’re actually trying to say.

We put a lot of time and effort into creating a brand message that will separate us from the competition and express what makes us the better choice. But how much time do we spend considering the “tone” of that message?

“Who you are” matters just as much to your customer as “what you do.” The tenor of your communications, the way you “speak” to that customer should be an ongoing concern as you build your brand. People have personalities; every one of us is distinctly different. That’s what makes life, and successful brands, interesting and memorable.

Once you’ve established that authentic voice, that genuine rapport with your core customer, stick with it and hold on tight. Consistency is the key to building brand trust. Go off message or randomly change the tone of your delivery, and you weaken your credibility.

Whether it’s written, spoken, or just implied, your company’s tone of voice should be easily recognizable and reassuringly familiar. The market is crowded with countless messages and choices. Your brand voice should cut through the noise to be heard. It’s like standing in a group of strangers and hearing the unmistakable voice of a trusted friend across the room. That’s how you want your customers and potential customers to feel when they hear your brand “speak.”

Your audience may not remember exactly what you said, but they won’t forget the way you made them feel. Wherever and whenever they encounter your brand, you want them to think, without hesitation, “It’s good to hear your voice.”

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