It’s Never Been More Important To Define Your Brand’s Verbal Identity. Here’s Why.
Have you ever felt like you’re talking to different people? An email from a brand has enticed you to click through to their website, but once you’re there they just don’t quite fit your ideals? Or perhaps you love their story, but you’ve seen them on social media too, and their posts feel a little off.
Consistent brand identity across all communications channels breeds trust and loyalty. But to be consistent, you need to define your identity first.
Our advice? Do it now.
It’s All About Omnichannel
Omnichannel marketing – the seamless brand experience across all marketing channels – is here to stay. Rather than focus on each customer touchpoint as a separate entity, Omnichannel marketing is much more fluid – combining all your customer communications to provide a cohesive, consistent brand message.
Omnichannel is not just a buzzword either. Research has shown that in our hyper-connected world, 90% of customers expect their interactions with your brand to be consistent across all channels. So, for example, when customers shop via your website or social media, rewards earned appear in their smartphone app, are emailed to them, and are usable in-store.
Why Omnichannel Is Important?
Engagement. Engagement. Engagement. Recent research reported in Forbes shows brands with an omnichannel strategy have a higher engagement rate – 18.96% – compared to 5.4% engagement rate for those following a single-channel marketing approach. Why? Because they never have to restart conversations with you – their interactions with you follow them seamlessly around your website, social, emails, or in-person communications.
And because every time you speak to your customers – be it through emails, social media, your website, or in sales copy – they recognize you, feel like they know you that little bit better, and feel a little bit more like they belong. You’re creating a brand community by employing a consistent, strong verbal identity that showcases who you are in everything you do.
Why Create a Verbal Identity? It’s All Down to Trust
This consistent approach is key. We’re naturally drawn to people who are reliable, open, and genuinely themselves. Think about it. When someone chops and changes who they portray themselves to be — is a markedly different person to different people – we naturally regard them as a bit shifty. We don’t trust them. A consistent brand identity leverages the power of trust. It allows a customer to buy into your brand, and to return time and again to your products or services.
Find a Tone Of Voice and Stick To It
So, how do you define your verbal identity? It’s not just about what you say, but how you say it. What tone of voice works best for your brand will depend on your target audience, your values, and how you want to be seen. Are you fun, energetic, and youthful? Professional yet friendly? Or authoritative and experienced?
Working with a skilled content writer or a verbal identity agency will help keep your tone of voice and identity consistent across all your channels. Seamlessly tying together your communications on your website, social media, emails, app, and in-person marketing collateral.
Are you ready to make the most of the omnichannel advantage?