A business that doesn’t have a clearly defined brand voice will most definitely end up with an inconsistent communication and marketing strategy. That will leave your potential customers confused, with a difficulty understanding what is it that you’re trying to say. To prevent that from happening, you should work on a strategy of creating a digital voice for your fashion brand. Brand voice depends on your business itself as well as your target audience. What’s definitely true is that your brand voice should be engaging with the intended audience.
To create a digital voice for your fashion brand, you should start with identifying your audience and learning about how they speak online. What’s more, you should reconsider your mission statement and audit your current content. You should also research your competitors to see how they’ve built their brand voice. You should finish off by making notes on who you are and your plans for communication.
- Identify your audience and learn how they speak online
Before we start discussing step number one, it’s essential that we define brand voice first. Brand voice is the overall tone and personality of a company. It includes many things such as the language used in advertising and social media, the website design as well as the packaging. You should work on building a strong brand voice as it is a way to differentiate a brand in a competitive market. It also helps build consumer loyalty and trust.
Now that we’ve explained what brand voice is about, we can move on to the first step in building it. You should start by identifying your audience. You can’t build a brand voice if you’re uncertain about who your audience is. When creating a brand voice, your aim is to make that voice appealing to the right people. Besides identifying the audience, you should also define a buyer persona. You will need to come up with a persona who is most likely to buy your products. Based on that, you’ll need to think carefully about how to drive sales in that particular buyer group. And lastly, you need to perform research and learn more about how your target audience speaks online, so you can use that information to speak to them in a more appealing way.
- Reconsider your mission statement
A big part of your brand identity is your mission statement. You should think about why you started the company in the first place and what the core values you’re promoting are. As your brand voice is constantly going to emphasize and reinforce your core values, you need to know what they are. Hence, the way you speak to your audience should be connected to those core values, which are a part of your mission statement. There are various templates online you can use to set these if you haven’t already.
- Audit your current content
What you should do next is re-evaluate your current content. Take a good look at your website and try to be objective about it. Examine any posts, blogs or banners that you’ve posted. Also, you should take a look at your landing pages, videos and in-store signages. Observe the tone and language used. Are they similar across all these aspects? If not, consider which one is more suitable for your brand and keep that in mind for any future post or change. For instance, if you’re selling fashion wholesale for young women, then your tone should be casual, conversational and trendy.
- Research your competitors
Another essential thing to do is research your competitors. Take a closer look at how they communicate with their customers. If you can envision their mission by reading a few posts and scrolling through their website, they have most likely successes in defining their brand voice.
- Make notes on who you are and plans for communication
When you have collected all this data, you should make notes on who you are. Then, accordingly, you should make an actionable plan for communicating with your customers. The last step is slowly putting the plan in motion with each future post.
With all the available resources online nowadays, we can learn a lot about different aspects of doing business in the digital world we live in. Use this to your advaatge.