“Your vibe attracts your tribe.” When it comes to attracting your ideal clients in the service market whether you are a coach, course creator, or another service provider, how you portray yourself is the number one attractor to you. That is why your consistent brand tone of voice matters.
I would go so far as to say your vibe IS your tribe. When you have a clear understanding of your audience and yourself and meld those together into a brand tone of voice that resonates, you will attract the tribe you want like ants to a lollipop. You will become irresistible.
Here are a few things to think about when you are honing in on your brand tone:
- Who is your audience?
- What age, sex, personality do they have?
- How do they talk?
- What is your business and how do you serve?
- How do you want your brand to be perceived?
- What values do you want to come across?
- How would you describe your audience?
- What problems do you solve?
- How would you describe you and your business?
Now, let’s break this down into practical application.
Who is your audience?
Until you have a clear understanding of your audience, you are basically spitting in the wind and hoping something lands.
However, once you have identified your Ideal Client, know and understand how they think, what they want, and who they are on a deeper level, you learn how to communicate with them. You know how to speak their language so speaking to them becomes so much easier.
For example, the tone you will use for a hopeful client fresh from college looking for their first job is completely different from the tone you will use for a new mother who is dealing with a newborn and postpartum depression.
If you are creating courses for women entering mid-life, juggling a job and a family, and feeling overwhelmed with their To-Do list, your tone will be different than if you are speaking to a single male trying to learn how to find his ideal life partner.
Who are you and your business?
Once you have clarity on your audience, you then need to nail down the answers to who you are, what you do for them, and how you want to be known.
Because your brand tone represents your expression of your brand’s personality, beliefs, and values, it embodies not just how you speak but also the rhythm, speed, the flow of your words, the type of vocabulary and even the length of your writing.
All of those things will be determined by how you want to be perceived. The best advice is to look at what is important to you, what makes you unique and to then embrace that in an honest, trusting way.
Why brand tone of voice matters
On average, people are bombarded by 4,000-10,000 advertisements a day. In all of that noise, customers seek understanding and familiarity.
One way to do that is to stick to your brand tone and use it consistently. A consistent tone and voice is comforting and helps your audience feel they know you.
According to a Salesforce study, customers expect personalization and for businesses to understand their needs and expectations. Yet, 66% of customers also said they usually felt that they were treated like a number.
You can overcome this by creating a personalized experience for your audience through the language you use, personalizing your messages, and speaking to them like a friend.
The same study found that 80% of customers believe the experience a company provides is as important as its products and services.
So what does that mean for the brand tone of voice?
It means that customers are more attuned than ever before to what a company stands for and how it represents itself. Each step of your customer journey needs to reflect your brand and directly appeal to your Ideal Client.
From each post on social media, each advertisement, each piece of email to each sales page, the customer is looking for personalization and consistency. They are seeking connection and to resonate with the products and services they purchase.
Your consistent use of your brand tone across all platforms and all communications will build the trust your audience is looking for.
It’s what will turn your vibe into your tribe.
Does your brand tone attract your tribe? Are you consistently using it in all of your copy? Would you like a copy audit to check? Contact firstname.lastname@example.org