Your B2B Brand Voice and Tone Speaks Volumes to Your Target Audience
In addition to guest posting on the UpCity blog, WebEnertia is featured as one of the Top Digital Marketing Agencies in the United States. Check out their profile!
While the visual components of a new B2B website are often flashy and form the initial impression, it’s the well-formed brand voice that pulls customers in, delivering a consistent uniqueness that helps market leaders stand apart from the pack.
To be an effective B2B marketer, you need to think beyond the “what” of your marketing to also consider the “how.” The “how” element can make all the difference, helping you build consistency, trust, and a distinct brand identity that helps draw that critical line between you and your competition.
Developing the right brand voice is a combination of art and science. Establishing an ownable brand voice as a key part of your brand strategy deepens your connections to customers, forming the critical component to your messaging approach that brings distinction to your value proposition.
Taking the time and resources to create a unique tone for your brand identity early will reap many downstream returns and efficiencies, including helping make sure your website development project delivers consistency, quality, and stays on schedule. Generic brand tone and voice guidelines often feel at odds with modern website designs, leaving users feeling flat and underwhelmed. Investing in a consistent brand across the web and social media will pay off in the long run.
Voice and Visual Style are Core Elements to B2B Brand
Your voice and visual style should collaborate to create differentiation across your content marketing and brand marketing. They should unite behind an integrated B2B brand strategy and create a unique expression of your company’s brand personality.
Situations where integration is lacking–an eclectic visual style combined with an orderly brand tone, for instance–can erode customer trust. Prospects exposed to this kind of discord may get the impression that the marketing message is off or worse, that the company itself is struggling with its brand identity and may not be relied upon to deliver on its promises.
When voice and visual style are integrated effectively in a B2B website, things simply look, feel, and sound right. The design and content are lifted by each other, combining to create an intuitive environment that leverages a new marketing power, providing consistency as well as an intuitive direction that guides prospects to a welcome next step in the purchasing journey.
Building a Solid Foundation: Your Brand Platform
When it comes to getting your brand’s voice right, creating a clear brand platform is essential.
WebEnertia, a leading B2B digital agency in the San Francisco Bay Area, has combined deep experience and best practices to develop a process that helps its leading B2B technology clients establish and integrate effective brand platforms.
The WebEnertia process typically begins with either a full team meeting to work through interactive exercises and/or interviews to bring perspectives together. This meeting helps the team align initial goals and guidelines and helps set the stage for further development.
From there, a series of workshops are assembled among key decision-makers driving the brand’s voice. These start with gathering initial input and then follow up with revision and iteration until the final agreed brand platform is completed.
Transparency and critical thinking are key to the process, which is not only productive but very often both fun and rewarding for the workshop participants. By the end of the process, a brand platform has come together, where each core element is ready to be articulated:
- Purpose (“the why”)
- Promise (“the what”)
- Positioning (“the how”)
These elements often end up driving more of the content of your B2B brand story for your B2B business, but they are also important to formulating the attributes that ultimately drive your brand voice guidelines.
Your B2B Personality: Reflect Your Uniqueness
Brand attributes are like personality traits and the essential ingredients of your B2B brand voice. Good brand attributes project your company image to the world and should be unique.
When developing brand personality components, many companies wrestle with the same common questions: What should we be like? How should a market leader sound? and so on.
Ultimately, what makes a B2B company different is the same as what makes people different: unexpected combinations and at times conflicting characteristics that create a special blend that starts to stand out. It’s this tension that can be relied upon to create the unique voice to integrate into your brand strategy.
The WebEnertia approach to developing a company’s brand personality and its attributes are specially designed to tease out this balance of characteristics that’s so critical to setting an effective B2b brand’s tone. Once everything comes together, you will start to see the birth of your brand voice on the horizon.
Hear From Industry Experts
Read the latest tips, research, best practices, and insights from our community of expert B2B service providers.
Bringing Your B2B Brand Attributes to Life
Perhaps the most rewarding part of brand platform development is when attributes are transformed into a fully functioning B2B brand voice.
While developing your attributes, WebEnertia’s unique process starts to shape the flavor of your voice in the extended description of each attribute. At the same time, writing style choices are starting to be crafted that relate to each attribute, including grammar directives, pacing, language choices, and other guidance. These elements start to provide a broad direction for your B2B brand voice.
Your brand voice should sound uniquely like your company, while still sustaining the elasticity that will be necessary to evolve as the company, its products and customers evolve. This elastic element will assure that you can continue to stand out in the digital world.
Maintaining and Updating Your B2B Brand Voice
Just like the rest of your brand marketing, your voice is a living and breathing thing that will need continuing support. As your company, products, and service expand, your voice will need to expand.
Developing an effective and powerful B2B brand voice is no easy task, so you’ll want to be sure you have both governance and maintenance plans in place as you wrap up your project to make sure your investment is protected.
A governance plan will help make sure your brand voice is applied properly throughout your marketing, so the consistency envisioned ends up the consistency delivered to your prospects. A high-quality brand voice maintenance plan will set the cadence and define the continuing activities and behaviors that will make sure the right considerations are made so that your brand voice keeps up to date while retaining the flexibility to support different uses.