You have your brand. You know it. You love it. You understand it. But, in order to effectively market your brand, do you know what it sounds like, not just to you, but also to your customer? Your brand voice is the tone in which you speak to and connect with your audience. If you don’t know how it sounds, how can you effectively “talk” to your customer? Studies show that customers buy products from brands that they connect with on an emotional level—and stay away from brands that they don’t. You want your customers to buy your product and here are four tips to help you communicate to them so they do!

 1.  Define your voice.

If you want to talk to your audience, first and foremost you need to define your voice. Are you witty, informative, fun? Forbes published an article listing the following questions to help you through the process:

What does your company do?

Why did you start your company?

Why do people visit your website?

Who are your customers?

Why do people choose your company over your competitors?

What other brand voices do you admire?

If your brand were a person, how would you describe him or her?

How do you want people to feel when they visit your website?

Can you describe your company in 3-5 words?

What do you love about your job?

These are just a start. Keep asking questions and digging deeper until you have established and fully understand your voice.

2.  Be consistent.

Once you have clearly defined your voice, it is imperative to maintain that voice across all marketing channels.  Choose your words and images with your brand’s voice in mind. The best way to stay consistent without sounding like a robot is to be authentic and rally your messaging around your brand’s principle.

 3.    Be relevant.

Being relevant is what makes your brand human. Your customer needs to understand what it is you are trying to say and why. Choose your words and actions carefully with the intent inspire your customers to connect and engage with you. Try to think of who your customers are, and what they want from your business. Meet those needs and you will likely create fans.

 4.    Have fun.

Just because this is a business, doesn’t mean it shouldn’t have its own personality. Several successful brands have developed their own “brand language” (think Disney or Kellogg’s), utilizing a set of words, phrases or ideas they regularly reference and become known for.
Once you have clearly defined your voice there is only one thing left to do: Start talking. Are you ready to open the conversation?