Is your company contemporary, fast-moving and energetic? Do you thrive on taking action and risks? Or is your business more traditional? Do you rely on solid planning and established methodologies?
Your company’s B2B brand ‘voice’ is the verbal part of your identity: the tone your B2B copywriting takes, the words you use, the way you answer the phone, the style of your B2B communications.
It is important you understand what your ‘voice’ is so you can use it consistently; mixed ‘voices’ cause confusion and distrust.
A clear vision of your B2B brand ‘voice’ is essential to build brand trust and awareness. It will guide your choice of colours, typography, words, actions and much more.
An established, more traditional company tends to use classic typefaces and a more conservative colour palette with rich hues. Its communication style is formal and corporate. This company’s brand image stands the test of time and yet the style will still look fresh five years from now – think Ford Motor Company.
A company like Nike, on the other hand, is a contemporary, high energy business with colours, typography and a communication style that reflect this. Its graphic style is open, airy and daring, it pushes the boundaries.
The worst place for a brand to be is in the middle. Here you are in no man’s land, almost invisible and entirely forgettable.
Once you recognise your B2B brand’s personality you can use that knowledge to create cohesive marketing campaigns that will look and sound like they’re coming from the same source. This enables your target audience to build a picture of what your brand means to them and, if they like that image, you have a better than even chance of converting them to become a customer of yours in the future.
If you’d like some help and guidance to work out your company’s ‘voice’, we’ve got more than a few years of experience, not to mention the odd trick or two, that will make it easy for you to discover where your company sits and the best ‘voice’ to adopt to drive your business forward.
Call Alan Myers on 0116 278 7788 or drop us an email…