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    Winning B2B Brand Voice: What you need to know

    Creating a unique brand voice is usually one of the first tasks of any entrepreneur or a new company. However, once created, many business owners forget that a brand voice needs to change over time – and as new products and competitors enter the market, it’s critical to keep an eye out for how your voice is coming across to existing clients and prospective customers. For example, most B2B companies create a new voice for each new product without updating their overall corporate voice to reflect where they are now at or heading to in the future.

    Consistency is Key

    Over time, if you are inconsistent with your brand voice it can result in mixed messages in how your marketing and sales teams may be representing your messaging, and they may be unsure of how to talk cohesively about your stable of services and products. This inconsistent voice ultimately will leave customers unsure about your messaging, goals, passion, ad vision.

    In order to keep up with customer, industry, product, and competition changes, you need to evolve your brand’s voice.

    Review Your Brand Persona

    The first step you need to do in order to update your band voice is to do some research. Talk to customers, employees, subject matter experts, partners, and stakeholders to find out how they view your brand. You’ll need to ask a lot of questions, such as:

    • What is the tone you perceive about our company communicates?
    • What do you like about our company’s stated personality?
    • Do you think the present company communications meet that personality?
    • What do you dislike about our company’s stated personality?
    • If our company was a person, who would they be? Are we meeting customer needs?

    Use a critical eye and look at their answers, Find the ways your brand is either miscommunication or resonating with your target audience. Do research on current trends and dialogue within your industry and check out conversations your competitors have with prospective clients to gain further insight.

    Determine Your Brand’s Present Voice

    Once you have reviewed your brand, and how effective or ineffective its voice is, answer questions that will help develop your brand’s voice further. Here are some questions to ask:

    • Why does our company do we do what we do?
    • What makes us different?
    • What unique story do we have to tell?
    • What are our company values?
    • What personality traits does our company want to represent?
    • What message are we communicating?
    • What impression do we want to make?
    • How do we demonstrate our value and results?
    • Who is our target market?
    • How do we want clients to feel when they interact with us?
    • What pain do we solve for customers?
    • A description of your voice

    Fine Tune Your Brand’s Voice

    Once you have reviewed your brand’s persona and have committed to your chosen voice you will need to give it a name and then ensure that your messaging clearly communicates what your brand is all about. Your prospective B2B buyers and clients want to be informed and engaged., Work out your brand’s voice and messaging to ensure your communications are:

    Are concise – don’t send an overwhelming message with too many details or information

    No meaningless adjectives – don’t use any words that aren’t necessary

    Uses your target audience’s language – in a way that reflects their story

    Has unique visuals – no stock photography

    Are genuine – so important it bears repeating; be genuine!

    Finally, keep your revised brand voice in mind and edit any existing content, looking for pieces that no longer reflect your company’s brand voice. If you have content creators provide them with your new brand guide so they can make sure all your future content is consistent with your vision.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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