Strong brand awareness is essential to the success of any business. It gives your business a ‘voice’ and also plays a prominent role in content marketing campaigns.
But a brand is not just a colour scheme, mascot or logo. It is also the voice, tone and word language choices that you make and use across your content. For this reason, it’s essential that you maintain absolute consistency throughout your website and blog posts when using your brand voice.
Why is brand voice so important? Read on to find out…
Makes your content relatable
When you write your content using a specific brand voice, people feel as if they are being spoken to directly. This will maintain their interest for longer and will also encourage them to return for more.
Builds familiarity
Using a consistent brand voice throughout your content marketing is a great way to build familiarity, giving your readers a sense of comfort as they read each of your posts. As you build a familiar voice throughout your website and posts, your readers will return to your content time and time again.
Solidifies your brand identity
As mentioned above, strong brand awareness is essential to the success of your business. By maintaining a consistent tone of voice throughout your website, blog posts, social media posts and so on, people will develop a strong image of your company and will be more likely to buy into your products or services.
By writing in a different tone of voice for each of your posts, readers will become confused and will not want to read your content regularly.
How do we develop brand awareness through content marketing?
To begin with, ask yourself the following questions:
- Who is your target market?
- What makes your brand stand out from the crowd? What’s unique about your brand?
- What sort of ‘personality’ or ‘identity’ would your brand have if it was a person?
- What compels people to read your content?
Once you answer these key questions, this should help you to establish the primary characteristics and values of your brand voice. From here, you will be well on your way to creating blog posts, tweets, Facebook posts and other content that has a consistent, reliable and appealing brand voice.
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