{"id":6207,"date":"2021-01-26T18:19:58","date_gmt":"2021-01-26T18:19:58","guid":{"rendered":"https:\/\/www.5wpr.com\/new\/?p=6207"},"modified":"2021-01-26T18:20:01","modified_gmt":"2021-01-26T18:20:01","slug":"voice-as-the-next-tool","status":"publish","type":"post","link":"https:\/\/www.5wpr.com\/new\/voice-as-the-next-tool\/","title":{"rendered":"Voice as the Next Tool"},"content":{"rendered":"\n

The old Chinese proverb says, \u201cThe tongue can paint what the eyes can\u2019t see,\u201d speaks volumes for what some experts are proclaiming as the next big tool for marketers \u2013 brand voice. Like the proverb, voice helps a brand<\/a> stand out in a crowded field<\/a> by giving it a distinct and unforgettable personality. Why should it Matter?<\/p>\n\n\n\n

Competition, especially on digital platforms, is more competitive than ever. Visual content, logos, and reputation are still valuable, but getting the attention of today\u2019s consumer has gotten more difficult because of all the advertising chatter and clutter. Having a distinct personality requires an equally distinctive voice.<\/p>\n\n\n\n

A recent Sprout Social<\/a> poll asked consumers why certain brands stood out among their competitors. 40% said it was the brand\u2019s memorable content, while a third (33%) attributed it to the brand\u2019s \u201cdistinct personality.\u201d 32% added it was the brand\u2019s storytelling. The brand\u2019s voice plays a major role in all three.<\/p>\n\n\n\n

Content is more than photos or videos. Today, it goes to how consumers perceive a brand and include meaningful words and graphics. In fact, one of the biggest reasons customers leave a brand is because of irrelevant content that doesn\u2019t match the brand\u2019s perceived style. 45% said so. Let\u2019s get started!<\/p>\n\n\n\n

What\u2019s the voice of the brand today? <\/h2>\n\n\n\n

Conduct an audit of current marketing and communications. Is it consistent and, if so, how is the target audience reacting and commenting about it? Are there different writers who speak to the audience differently? What are the best performing posts, and what voice traits do they have in common?<\/p>\n\n\n\n

Target Audience<\/h2>\n\n\n\n

If they\u2019re young, does the language being used sound like them? Think about the audience and their personas and compile a list of common vocabulary and traits to apply. While tailoring the brand\u2019s voice to its audience, ensure that it\u2019s still consistent with the image and reputation being sought.<\/p>\n\n\n\n

Stay in tune and, more importantly, in tone. Consistency is important but being aware of the right tone is critical, just as it is in any important conversation. Be sure that the tone matches the message and hopes for a reaction. As such, the tone would be expected to be exciting for a product launch while empathetic toward an unhappy customer.<\/p>\n\n\n\n

Document Everything<\/h2>\n\n\n\n

This begins with a set of guidelines that clearly lay out the brand\u2019s voice strategy, objectives, goals, and action steps and is distributed to everyone who submits and publishes on the brand\u2019s different platforms. This also means sharing with others like customer service and sales who interact with customers. Having different examples, especially depicting personality traits and brand vocabulary, would be extremely valuable.<\/p>\n\n\n\n

As in other marketing initiatives, be sure to regularly review how audiences perceive and respond to the brand\u2019s voice. Surveys are always helpful, especially after a major campaign. Close monitoring and seeking feedback help fine-tune the voice. Also, keep in mind that taste and styles also change over time, and be prepared to adapt there as well.<\/p>\n","protected":false},"excerpt":{"rendered":"

The old Chinese proverb says, \u201cThe tongue can paint what the eyes can\u2019t see,\u201d speaks volumes for what some experts are proclaiming as the next big tool for marketers \u2013 …<\/p>\n","protected":false},"author":13,"featured_media":6208,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[94,19,236],"tags":[],"yoast_head":"\r\nVoice as the Next Tool | 5W PR Agency Blog<\/title>\r\n<meta name=\"description\" content=\"The old Chinese proverb says, \u201cThe tongue can paint what the eyes can\u2019t see,\u201d speaks volumes for what some experts are proclaiming as the next big tool\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.5wpr.com\/new\/voice-as-the-next-tool\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" 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