Three out of Four businesses don’t have consistent branding. This hinders how they communicate their message to their customers.

It’s essential to have a consistent brand identity and brand voice. Do you know how to clarify and communicate them to your team and your customers? Part of the problem is that those are three different hurdles, and they must be overcome in this order:

1.       Clarify your brand
2.       Communicate your brand to your team
3.       Communicate your brand to your customers

An Outside Perspective for Clarity

Because your business is so connected to you, it can be challenging to see everything you need to accurately clarify your brand the way someone with an outside perspective can. When you have a branding specialist consult with your team, they will be able to pull out the most critical aspects of your business that make it unique and worth patronizing.

Consistency within Your Team

Once your brand consulting is done, it is essential to communicate all details with every person in your company. Everyone from Maintenance to the CEO must have a cohesive understanding of your company, its purpose, and how to communicate its message.

The best way to gather and convey these details is through a Brand Book. A Brand Book is the finished document containing everything from your company’s story to its design elements. It is unique to your company. A digital copy should always be available to every employee.

Consistency in Your Message

When marketing materials are being created, they should comply with the decided-upon branding. To ensure they do, your marketing team can always refer to the Brand Book. If there is ever a question about whether something is “on-brand,” it is simple to find the answer.

Brand Book as a Marketing Tool

Your brand book can also become a marketing tool by removing the design-element pages. This leaves the content that talks about your message and purpose. These inspirational pages are perfect for sharing within your company, throughout your industry, and with potential clients.

You Need a Brand Book

Three out of Four businesses don’t have consistent branding. This hinders how they communicate their message to their customers. If your company is one of them, contact the branding specialists at Iceberg Web Design today.

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Most brands don’t have a famous narrator to keep audiences waiting in anticipation for their next ad campaign. But they should all have a voice—even if it is an imagined one.

Are you branding your company for the first time, rebranding, or just defining a brand that has never been clearly communicated before? One of the first things you need to do is to find your brand voice.

What is a Brand Voice?

If you want a literal example, there is none better than Ving Rhames. He has had an impressive career as both an actor and a voice actor. Since 2014, Ving has been the voice of the Arby’s commercials which tout “We have the meats!” Enjoy this “Try Not to Laugh” compilation of his ads.

Most brands don’t have a famous narrator to keep audiences waiting in anticipation for their next ad campaign. But they should all have a voice—even if it is an imagined one.

How Do You Find a Silent Voice?

A lot of imagination is a great place to start. But first, you have to know your audience. Who is your ideal customer? How do you speak to them in a way that is relatable and genuine? What kinds of language would you use or avoid using?

If Your Brand was a Person

What would your brand say? How would your brand move, dress, act? This is where imagination comes in. It can also be helpful to see how others within your company see your brand.

We recently did a simple exercise where everyone was asked to privately message me five words they would use to describe Iceberg Web Design and our services. It was interesting to see how many people had in common. And nearly everyone included the word “Responsive” as one of their answers. Other common themes were: reliable, friendly, and authoritative.

What are Your Brand Differentiators?

You don’t want to be just like all the other guys in your industry. But you also don’t want to be different just to say you are. So, what makes you different, and why does it matter? What are the things that you are—and are NOT?

Have One Person Write

As you are defining your brand voice, have one person do the writing until it becomes solidified. After that, anyone marketing or joining the writing team should get very familiar with that voice. Otherwise, you will be putting out marketing material and blog posts that don’t sound “on-brand.” Don’t worry. It won’t take long for the entire team to be able to emulate your brand voice.

Do You Need Help Finding Your Brand Voice?

From websites to branding, Iceberg Web Design knows how to market your business online. We have solutions to your business problems and can help you grow! We are just a phone call away, 763-350-8762.

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