Your brand's voice should accurately reflect you, your agency, and your customers. Your marketing and customer service should have a tone and style appropriate for your target demographic and the products you offer. To put your firm on a more significant, sustainable path, you need to define a brand voice that makes you stand out as a recognizable expert in your field.
How to Give Your Brand a Voice
When it comes to building a company's reputation, you can't pretend your way to success. Customers can detect insincerity in a heartbeat, and it's extremely difficult to overcome a reputation for being fake. Your brand will impress customers by going above and beyond their expectations if you take the time to define your brand voice. Developing a distinct tone and voice in all of your content — from advertisements and social media posts to blogs and newsletters — is essential to building a successful and respected agency. You can streamline this process and establish a consistent brand voice over time by creating a "brand voice chart" that details voice characteristics, descriptors, and dos and don'ts.
Determine Your Audience
If a brand is speaking to the right people at the right time in the right location with the appropriate tone, it will be heard. Finding out more about your ideal audience and convening a focus group might help you find your brand's voice. Friends and relatives are welcome to join this group as long as they fall within the parameters of the desired demographic and audience.
Consider the client's lifestyle, activities, and interests to get a sense of the information they find most useful when making a buying decision. Determine the most effective means of reaching them, the channels they like to get information, and the frequency with which they would like to receive updates. With these nuggets of knowledge in hand, you can rest easy knowing that the tone of your brand's communications will hit home with its target audience.
Ask the Experts
Affordable American Insurance is a network for independent insurance agents looking to gain invaluable guidance, training, and technology to grow their agency. We give agents the roadmap to success to grow bigger, faster, more efficiently. Your new agency branding efforts will be enhanced by the knowledge we provide. Contact us today to discuss how.