Values stand at the very core of your brand. It goes much further than just having an eye-catching logo that’s memorable to your customers or clients. Values are the principles that guide your online brand through to the whole process of making a brand. However, we need to make a difference between building a brand and building a truly authentic brand. In many cases, people tend to associate brands with fabrication and the illusion of authority — we are this, we can do that, we represent that. Just think, when was the last time you gave your trust to a brand that communicates with you in such a manner?
Authentic means keeping it real.
Brands capable of telling their story in an authentic way are building a connection between themselves and their target audience. Not an easy task, right? There’s no real formula for developing a brand voice that comes naturally to you and resonates with your audience. That being said, developing and maintaining a consistent voice for your online brand also takes intention.
If your online brand is a person, how would you describe its personality?
Today more than ever (Thank you, Internet!) people are eager to connect with brands on more human levels. They want to understand a company’s voice without hearing what are the benefits of its products or services. People want to be intrigued and entertained. If you are able to convert them into your fans they will trust you, even if your product is expensive. How do you want to be seen by them? How do you want to relate to them? What is your role in their lives and how do you help them? Those are the questions you should ask yourself before starting to communicate with your target audience through blog posts, newsletters, social media, or email to your potential clients. As you incorporate narratives into your branding, focus on three ways to make storytelling truly effective:
People-focused businesses always win.
The most successful online brands have it figured out: An emotional connection has a bigger impact than customer satisfaction. For example, Dove, a $200 million soap brand owned by Unilever has grown into a brand that has been estimated to be worth nearly $4 billion today. The company has been widely lauded for its Campaign for Real Beauty launched in 2004. Featuring women who weren’t models and sparked conversation around unrealistic standards, Dove managed to grow their sales from $2.5 billion to over $4 billion. As you can see, their online brand success didn’t just happen. By consistently aligning its marketing efforts with its mission statement, they implemented research-based branding where marketers turned the promise of people-based marketing into a day-to-day reality.
Establish a tone and stick to it.
Every time your business launches an ad, updates website copy, speaks at a conference, or post on social media, you showcase your brand voice. Think, Disney! Disney has one of the most appealing voices in the world. It’s romantic, creative, and exciting, just like the brand itself. All elements of the design, service, and quality are united under their well-known concepts: ”Where dreams come true,” and “Unforgettable happens here”. The impression of “dream” is communicated as the tone and voice of Disney, for years. Disney is just magical!
People want relationships where businesses see them as individuals and respond in a much more transparent and personal way.
Transparency is a powerful tool for online brand communication that can be used to regain consumers’ trust. Consumers want to be part of a community. They want to feel they have an affinity with brands that reflect their values.
Label Insight found that 39% of people surveyed said they would switch to a new brand if it were completely transparent, 56% would be loyal for life, and 76% would pay more for such brands.
Think, Buffer! Guys from Buffer are known for their dedication to transparency both internally and externally. They even have a whole page on their website dedicated to transparency. As you can see, Buffer’s second value is “Default to Transparency. ”
By digging into your online brand’s personality and establishing ways to express it through your messaging, you are more likely to come off as a real human being that your audience can relate to or aspire to be like. What opportunities are you missing for your brand? Get in touch, we are always happy to chat.