The easiest way to describe brand voice is that it’s the way people recognize you, both in tone and content. Think about when you read a quote and think “That sounds like something she would say.” Or if you overhear a conversation and can identify the speaker by their cadence and sound.
The same goes for companies. And in this digital landscape where so many companies are fighting for your customers’ attention, a clear brand voice is an important way to cut through the noise.
Among the many realities marketers have had to face in 2020 is that the relationship between businesses and customers has changed. It’s changed physically – more than 90% of B2Bs have transitioned to a virtual sales model. It’s changed strategically – digital interactions are twice as important as they were before COVID-19. But perhaps most importantly, it has changed personally.
Forbes magazine cited research from March that revealed a majority of B2B leaders reported struggling to meet customers’ needs and expectations, even before the pandemic: 71% said they have a customer-centricity gap, and 54% said their customer relationships are strained, developing or non-existent.
The bottom line is that companies have never needed to connect with customers more. And a critical aspect to that is developing an authentic and consistent brand voice.