When marketing your business to a world that could pretty much care less, your brand is crucial. It must be unique, catchy, and memorable. Ideally, your brand presents a strong impression of who you are and what you’re about.
And then there’s your company’s voice. That voice continues your message past the first blast of branding and into your blogs, Q&A, and advertising.
Want to buy a revolver?
Oh boy…that’s sexy! What voice is transmitted here?
- I am gorgeous
- I am classy
- Start saving your money
- I’m worth it
How about this one?
How about this voice? Can anyone say sketchy?
Two photos of revolvers. Very different voices!
Don’t Take that Tone with Me!
Statistically, you have 10-20 seconds to convince people to stay on your site – that’s your branding and web design’s job. After that, your voice must keep your visitors there.
You’ve put a lot of care into your logo, tagline, and website design. Continue that care with your ongoing voice to maintain resonance and eliminate dissonance. One business blogger describes the reaction from an audience to a dissonant voice as, “Don’t take that tone with me!”
When your voice causes your audience to draw back like that, they will vote with their feet – or maybe more accurately, with their mouse finger. They will disappear to shop elsewhere faster than you can say, “But wait…”
Elements of Voice
Forbes defines the elements of a business’s voice as:
- who you’re speaking to,
- what you’re saying, and
- how you’re saying it.
One writer put it this way, “Online, your voice is who you are. Readers take that voice and construct their sense of your identity around it.”
Better make sure yours is accurate.
When you hire Stenbakken Media to do a shoot for you, you can expect us to ask a lot of questions. Questions about your company, its history, its goals, its audience. We need to really understand your voice so that we can capture it accurately and let people really understand what you have to offer.
There are a lot of commercial and creative projects out there for a professional photographer and videographer. The ones we like to spend our time on and the ones that are the most successful are the projects where the vision is clear and the voice distinct. Give us a good target like that and we’ll hit it every time. You can browse our client feedback and portfolios for evidence of the quality we deliver.
There are plenty of voices out there waiting to be heard. Make sure yours reflects your business as it should.