An authentic voice in marketing can help you win over new and retain existing business. Voice is often attributed to personality but can include frequency, tone, and the use of certain words or vocabulary. An authentic voice for any business should be a priority as the space for gaining customer attention is crowded and over-saturated in most industries today. So, while we've noted what voice is, what does the authentic part mean?
The value of brand voice
Author and speaker Brene Brown put it quite nicely when she said,
"Authenticity is a collection of choices that we have to make every day. It's about the choice to show up and be real. The choice to be honest. The choice to let our true selves be seen"
Truth and honesty in messaging, content, business structuring and more demonstrates authentic voice. It shows the choices, as Brown mentioned, in our everyday actions, and today it's more important than ever. Not only for the organization itself but for those at the helm of its work.
Social continues to grow at a fast clip, and with 18 Billion cellphones worldwide expected by 2025, the continued download of legacy and new apps will continue the conversation. Platforms like TikTok, LinkedIn, Clubhouse, and Rumble propels communities that harness an authentic voice.And in turn, followers support as paying consumers or advocates.
So what is the takeaway, the thing you can do to start building your authentic voice? Well, that is easy.
Try this 4-step exercise for building a brand voice
1. Walk over to the mirror and take 30-60 seconds to silently look at yourself and think of what you believe your authentic voice is today, personally or professionally.
2. Now, jot down in your phone notes or on a piece of paper the first few thoughts that came to mind.
3. After that, look into the mirror again and envision how you want others to perceive you. What qualities, actions, business standards, etc., would help others hear your authentic voice clearly, personally or professionally?
4. Compare these two experiences and their outcomes. What came to mind for both? What is missing or can be improved to make aspects of your voice louder? How do these things align with your goals?
Have you set your goals for building a brand?
Everyone will experience something different from the exercise, but it should give you an excellent place to start thinking of how to implement an authentic voice into your work. Once you feel comfortable, start testing it out through your business channels with co-workers or friends for feedback. Remember, the key here is to be yourself or honest.
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