How Smart Brands Develop Brand Voices That Drive Revenue
How Smart Brands Develop Brand Voices That Drive Revenue
There are many articles online telling you how a few power ads can help make your message visible. In some other articles, you will learn how you need to tell stories and elicit an emotional response from the audience. These are fine, but they are not enough. You need to come up with a voice for your brand. Something with which you can be identified with at any time. Here is a bit more insight on this issues that we at RunRex have prepared for you.
Let the audience help you find a voice
Experienced marketers know that it takes more than a few catchy phrases to capture the audience. If you want to capture the audience, you have to research them and discover their problems. You can then begin to research the solutions they need and how you can solve them in an impactful manner.
That is a great strategy since no one really cares about you as a brand. The way you solve their issues is what endears them to you. The marketer’s job is simply to make sure the audience understands how this problem is solved.
Add a Personal Voice to It
That is only the first step in getting your brand to succeed. Now that you understand what your consumers need, add a personal spin to the message. This is what it means to come up with a personality for your brand. You need something that sets you apart.
The problem with the current marketing environment is that you may all end up sounding the same. With the digital era, it is quite easy to find out what works and what fails. Thus, soon, everyone begins to adopt similar trends. However, finding your own voice could help you succeed more.
This is a great strategy for marketers that want to play it safe, but it is not a great strategy for those who want to see amazing results. With time, your effectiveness will reduce, as you become a victim of banner blindness. For you to be effective, you will need to deliver a message that resonates with the audience at a personal level.
However, if you do exactly what the big brands have done, you will not stand out; you will just end up being another copycat. For you to be ahead of the pack, you will have to innovate instead of replicating with a twist.
You will need a personality
Personality simply means being able to show who you are genuinely. When you do this, you must be ready for some polarization. Obviously, you are going to make a few people angry, who do not like who you are. However, you will be able to attract genuine fans, who understand your message at a personal level. Most people usually try to avoid it and be apathetic.
A good example is the music industry
In the past, every band and music icon used to have their style, opinions, and even sound. However, most people from older generations will agree that most pop songs usually sound quite similar.
Just like the marketing world, producers of music have figured out what will help them sell records. However, the result is that one pop star is as forgettable as the next. According to various studies, it has been found that simple and repetitive rhythms sell more. The reason for this is that it is easier for the users to enjoy. However, not all users enjoy simplistic lyrics.
The result is that music ends up being quite similar. As an artist, you do not have to worry about audiences taking time to study and understand your sound. They will be listening to something familiar, and they will immediately like it.
However, this means that if you just love music, you do not need to become a fan of any music. Despite this, there are artists that you love more. In fact, you would be willing to defend them endlessly and say their music is better. So how does this happen?
Every major artist will have a marketing team, trying to create a unique voice for them. This will include how they dress, who they are photographed in public with and the statements they make in the media. The result is that you, as their audience, end up believing their music sounds different and better. This is because the message they put out there has a personality. They also ensure that this persona is consistent thought-out their career.
They ensure that they do not copy all aspects of their branding from those who have succeeded more than they have. Otherwise, they risk being just more of the same. The trick is thus to put out what the public wants but with a personalized message. In some cases, they will be controversial while in other cases, they will just be involved in a great course. If you want to succeed as a brand, you will also need to do this, with a unique message.
