How do you want your customers to view your business?
Whether you're a cool fintech start-up or an established financial services business, finding the right tone of voice helps frame your business in a particular light.
Online content is often the first point of contact a potential customer has with your business. Before a potential customer speaks to someone within your company, they’ve probably visited your website, had a look at your service page and maybe even read a blog article.
So, it's essential your digital content uses language that strikes the right chords and presents your services in the right light.
Join us as we explore how to find the right tone of voice for your business to create engaging online content that delivers powerful results.
The Language of Branding
When we usually think of branding, things like logo design, colours, packaging and website design spring to mind.
While these elements are important for creating a clear image, good design relies on good copy. Communicating your brand should incorporate clever graphics as well as crafty copy.
By using language in the right way, you can fine-tune your messaging to reach a specific audience and communicate a product in a certain way.
How to Find Your Brand Voice
While lots of content marketing agencies will talk about copy as if it's some kind of dark art, finding the right brand voice is much simpler than you might think.
We can breakdown the language of branding into three questions:
Who will read your content? Different demographics respond differently to how your company speaks. Think about their age, reading ability, prior knowledge, gender, and interests to tailor your language. Did you know that the average reading age in the UK is nine years old?
What content are you talking about? If you’re selling a sophisticated B2B lending product, your language will be very different than if you’re selling money-saving apps for children.
Why do people use your products/services? If your business has an established reputation as a trusted organisation, your language should reflect this. Likewise, if you’re a disruptive start-up with a taste for change, you want your content to feel fresh and approachable.
How to Get Your Voice Heard
In a world of social media and online advertisements, standing out from the crowd is harder than ever.
Luckily, there are a few simple tricks to help your content cut through the noise and give your business the boost it needs.
To create a stand-out brand, you want to use language that makes the reader feel at ease. Too many companies try to overcomplicate their services and alienate potential customers with technical terms and jargon.
Successful content will strike a healthy balance between confidence and compassion.
A confident tone helps to build trust with the reader and establish your position as an expert in the field.
A compassionate tone will put the reader at ease and helps to simplify complex topics by stepping into their shoes.
Find Your Brand Language with Copy House
Copy House is an Edinburgh-based content marketing agency with a passion for cleverly crafted content.
We help businesses of all shapes and sizes create optimised online content that sends engagement and brand exposure through the roof.
Fancy a wee chat? Speak to us today to find out how we can help you find your voice and stand out from the crowd.