Ensuring your audiences hear your voice in a crowded content world requires clarity and credibility. In fact, one of the top brand voice choices for 2018 is “authenticity.” Companies that communicate transparently, and are honest about who they are, attract audiences who connect with them. To create content or a strategy that can build trust, you first need to identify a key feature: your unique verbal brand.
Crafting a distinct verbal brand isn’t about finessing or impressing; it’s about candor and conviction. A verbal brand defines your company’s purpose and distinct messaging themes, and expresses those traits through the tone of voice and words you use.
Your verbal brand will drive the content you share.
“Branding your business is all about tapping into what you already have and showing it in a way that’s irresistible.”
– Tabitha Jean Naylor, Social Media Today
When you first define your company’s voice — then reinforce that brand feature through your content — you’ll be able to tactically differentiate your brand. You’ll no longer have to rely on ambiguous ideas like “excellence” or “best,” which are often more inspirational than actionable. Rather, you’ll be able to use language to generate loyalty. You do so by:
- Articulating your brand purpose with clarity
- Detailing the specific messaging themes that support your purpose
- Using words and phrases that express your unique value, as well as avoiding ones that don’t
- Crafting the tone of voice that reflects your company’s specific personality
The content you publish does more than just share information — it should also convey your personality. When you’ve identified your company’s particular communications culture, your verbal brand becomes a tool to shape your content and guide your strategy. With purposeful messaging and a clear voice, you’ll empower your content creators to reach your audiences in ways they understand and appreciate.
Using a proven verbal branding process like Zuula’s can help you choose specific language strategies to guide your content creation. Our proprietary Verbal Brand Toolkit™ applies in-depth brand research and analysis to identify your company’s unique story and voice — and create a practical structure for sharing them.
So, if you find that your content is missing the mark, take a step back and identify if you actually have a verbal brand in place to guide your voice. From there, you can create the steps you need to take for defining and sharing content that is clear and compelling.