Great brands have a voice that can generate interest and attract customers.  A power brand voice resonate with buyers and syncs with a business’ purpose, echoing the values they wish to share with the world. It builds a following.

Your company’s long-term growth hinges on your ability to connect with clients and earn trust.  Building up a strong brand voice – both internally and externally – starts with bench-pressing the ABC’s of Brand Trust:

A: Authenticity

Your voice is the soul of your brand.  The best brand voices grow out of values and identity. Every touch-point – from advertising, to website copy, to your social media and video – should reflect your business values.  Think back to why you started your career or company in the first place.  Dig deep for a relevant answer that resonates with your audience.

If your objective is to make people feel happy, your voice would be outgoing, positive and even fun-loving. If you goal is to be valued as an authority in your field, your voice would take a more wise, experienced and confident tone.

When your words, messages and tone are consistent with who you are, the right clients will want to hear more from you.  They will begin to trust your brand.

B: Brand Personality

Remember that monotone algebra teacher in high school?  You know… the one that even put the nerds to sleep?  Yeah – Don’t be him.

Trust is an emotional response.  To build an emotional level of trust with your audience, your brand will need to show a little personality.  Evaluate your business’ persona by asking a few key questions:

  • Which 3 words do you want your brand to bring to mind?
  • Would you like to change any common perceptions about your product or service?
  • How should your brand make people feel?

Your responses to these questions will help you clarify your brand voice.  No one likes talking to a brick wall (or dead-pan algebra teacher), so don’t be afraid to inject some real personality into your communication.  A personal touch builds interest in your business, connects with your best-buying customers, and promotes the people behind your brand.

C: Consistency

Face-to-face meetings allow us to consciously manage the first impression we make.  In a digital world, we don’t always shake the hand of a prospective customer.  Since they frequently have to rely on what they read and hear, make it incredible!  And stay true to it. Think about how you communicate best in person, and stick with that tone of voice once you’ve got it right.

Everyone in your company should understand the importance of clear, consistent messaging. Introduce your brand voice in training for new employees, and offer regular refreshers to keep everyone in the right mindset.   You’ll know you got it through clearly when your team can do a great impression of your message (and voice) at the water cooler or company party!

Follow the ABCs to Build Trust

Strengthening your brand voice is a key component of building a strong, profitable business.  Strong brands have life.  They speak with personality, attract and sell.  Bulking up your brand voice will improve clarity, create better emotional connections, and increase trust.  As you go, you’ll be developing long-term relationships and generating referrals.  Now, go get talking!


Cindy is the founding President at 17blue Digital Marketing. She's passionate about helping businesses reach their goals and impact their communities.