By Chad Everaert
Every business has a particular voice or sound to it. Something that represents its personality, embodies its principles and says “this is who we are, and what we do”. It’s not something you hear all the time, but it’s there. For businesses that have an established voice, it can be heard in the form of mascots, endorsements, social influencers, advertisements, slogans or communications. For many though, it’s silent. Just lingering beneath the surface, waiting to be found. Here are a few tips to help you find yours.
Who Defines The Voice?
A business can often be defined by its customer base. Since their needs drive the direction that your products and services take, it’s only natural that you cater to their interests. Who are your customers? Are they of a particular age or gender? What motivates them? What need do you fulfill for them? Learning to better understand your customer base makes it easier for you to speak their language in a voice that will resonate.
Your Industry, Products And Services
Look at your industry? Is it fast paced or slow growing? Are you a service based business, a product based business or both? Is there any emotional attachment to your offering or do you deal with any sensitive subjects? These factors help determine the pace of your business voice. For example, a software company is in a very dynamic industry and would benefit from energy and excitement towards their products, whereas a business in the funeral services industry would be centered around compassion and understanding. If you’re having trouble with this one, just think about the tone you take when you speak to your customers directly.
What About Me?
Exactly. You play a major part in determining the voice of your business. After all, you created it, and it is successful because of your knowledge and hard work. Therefore, it is almost certain that what you feel the voice of your business sounds like will fall in line with what your customers, your industry, your products and services dictate. If this is not your experience, it may be time to revisit the two earlier points. Perhaps your vision has changed or the industry has veered in a different direction where you didn’t follow.
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