Something’s missing.

All the pooled data from market analysis or Google Analytics hasn’t been able to pinpoint what it is, or where it went, but it’s gone. Your brand has lost its voice.

Thankfully, it’s not gone forever. It just needs a bit of work, like warming up the vocal cords, and before you know it, your brand will be singing up a storm. Here are a few warm-up exercises to get your brand going. 

Brand (n): a product, service, cause or organization with ​perceived ​intangible attributes

1. Define it

Understanding that your brand actually dictates how consumers think and feel about your company is the first step to giving unique voice to your brand. When consumers first see your logo or pick your product off the shelf, what feeling or emotion do you want potential customers to associate with it?

If we look at Coca­Cola, it’s easy to see they want their customers to feel happy. From their mission statement​, “to inspire moments of optimism and happiness” to partnering with Santa Claus, Coca­Cola saturates their brand in happiness...and it works.

Defining how you want a customer to feel about your product or organization—your brand “essence”—should not only drive the way you market to your target audience, but it should permeate every business decision you make.

2. Simplify it

Maybe your brand isn’t being heard because it’s too loud, so it becomes white noise in the background. Trying too hard to appeal to a wide audience, or sell a variety of unrelated products, will lead to brand confusion. Customers who can’t connect the dots will lose interest.

The 2014 ​Global Brand Simplicity Index​ revealed that 70% of consumers are more likely to recommend a brand because it “provides simpler experiences and communications.” Don’t be afraid to branch out, but remember, everything you offer needs to be intrinsically linked to your brand essence. Apple continues to master this, year after year. Continuity is the catalyst of brand loyalty.

3. Question it

As you work to define and simplify your brand essence, answer these questions to help sharpen your voice. 

• Does your brand have meaning that connects with the audience? Is it possible that inauthenticity and cliché buzzwords are ruining their experience?

• Is the “essence” you’ve defined true to the product? If the product can’t back up or sustain the promise over time, you should go back to the drawing board.

• Are your customers experiencing your brand consistently across all interactions? Does your voice on social media match that of your emails?
  
  

4. Keep at it

You are telling a story with your brand and any good story takes time to unfold. Create a sustainable plan to roll out your defined and simplified brand essence and stick to it; sentence by sentence, chapter by chapter. 

It won’t happen overnight, but if you lay a solid foundation of consistency, your customers will reward you by building loyalty on that foundation. And that loyalty will make your brand sing.

For more information on how to give solid voice to your brand, download our free eBook, The 9 Criteria for Brand Essence.