Building a strong brand is about so much more than just perfecting your products, services, website and processes. Now, thanks to the integration of technology into almost every business, there is a new level of customer engagement that is expected. Let’s face it, customers now don’t just want you to rattle of the features and benefits of your product or service. They want to be wooed and wowed at every interaction. They want to believe that you get them, your friends with them and that you are speaking directly to them. This all begins with finding your business’s distinct, authentic voice.
Don’t force it
Let me preface this discussion by describing what authenticity isn’t. The only thing worse than a brand with a boring, impersonalized voice, is a brand that tries to force authenticity, which can be absolutely detrimental to a brand. Finding authenticity is more than just mimicking the way you think your customers speak or forcing conversation and engagement, it also is not something that happens over night.
Simply put, if your customers love Beyoncé and Jay-Z but you know nothing about this power duo, either find someone in your organization that does, or forever be known as the business who referred to #BlueIvy as the latest trend in gardening and ivy variety.
Never underestimate your brand
Social media can be a very difficult undertaking, especially for businesses with limited resources or for those who aren’t in “flashy” industries. However, just because your brand might not be as exciting as others, doesn’t mean your content needs to be boring. Many brands often fall victim to setting their own limitations as to what they think their brands are capable of by choosing to only use their social media to mention promotions, new products and developments within the brand. This is not only uninteresting but, frankly, it’s annoying. I like to relate this to being that guy at the party. You know, that guy who follows people around all night and only talks about himself and what’s new in his life. Just as you never want to be that guy, you also don’t want to be that brand.
One great example of fun customer engagement is the TSA Instagram. Yup, you read that right, as in the seemingly heartless people that confiscate your toothpaste and bottled water at airport security. They made light of their unpopular service by creating an Instagram account that features photos of all the absurd items they confiscate from travelers. By creating a humorous voice they remind their customers that although what they do can be irritating at times, their main goal is to keep travelers safe.
Another great example of this is Denny’s, the go-to 24/7 diner for all Americans. Simply by improving their customer engagement and voice on social media they were able to transform from a “sub-par place you go to for cheap and absurd quantities of breakfast food” to the more positive brand positioning as “America’s Diner.”
These two brands are both great examples of companies that were able to look beyond the original perception of their brands to transform into very relatable, intriguing companies. So have no fear, even if your business doesn’t sell the most exciting product or service, you too can become the “most interesting guy at the party.”
When in doubt, follow the Golden Rule
Small businesses are in a unique position because compared to large or nation-wide brands, they are in close contact with their customers, often serving the communities where they are located. This means it is that much more important that small business create personal engagement with their customers through tailored communication. The easiest way to begin to increase your customer engagement is to simply talk about what your specific customer is already talking about on social media, whether that be a local festival or the upcoming Monday Night Football Game. Your brand may have absolutely nothing to do with either of these events, but by relating to your customer outside of your actual products and services you can begin to relate to your customers in a more personalized way.
For a more solidified breakdown of social media content it is important to follow the 60/20/20 Golden Ratio of Social Media, an update from the 80/20 ratio you might be more familiar with. This ratio says that 60% of your social media content should be focused on direct engagement with your customers by providing sharable, intriguing content that relates to your customer. Another 20% should be used to educate your customer about something related to your brand, and then the remaining 20% should be about your brand itself.
It’s not just about social media!
While social media is extremely important in developing your brand’s distinct voice, it is by no means the only way that this can be developed. It is very important that your authentic voice is integrated into every area of your business, because there is no point in creating a distinct voice if it is not a cohesive message across all areas of the business. This should include social media, website content and design, email blasts, as well as customer service and interaction.
Here at Tribeswell, we always take this into account during each step of our design process. It is important to us that your company’s new website not only have sleek design, but also that it displays content the way your specific customer wants to access it. Just as no two businesses are exactly alike, we also believe that no two websites should be either. Every business has its own unique customers who value different information, and prefers to access that information in a specific way. Keeping this in mind, we work with each new client to determine how your business’s unique customer preferences are reflected in both the content and site functionality of your new website.
It is our goal to help you to bring your brand to life through the use of effective content and design.
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